The average woman spends $1,639 annually on their wellness, according to new research.
A survey of 2,000 women 20-50 years old found that from vitamins to pads and razors, 61% feel like they can’t keep up with all of their hygiene needs, often feeling the need to choose between financial and physical wellness.
The average woman surveyed estimates that nearly a quarter of every paycheck is spent on her health and hygiene (23%).
In fact, 38% have monthly concerns about how they’re going to maintain their health necessities for the following month.
Conducted by Talker Research for Intimina, the survey found that more than half of women struggle to afford their wellness needs (53%).
Their yearly breakdown on wellness spending translates to the highest dollar amounts spent on doctor’s visits ($232) and skincare ($227), although undergarments ($222), hygiene products ($219), and vitamins ($209) also made it past the $200 mark.
On top of that, women are spending an average of $182 on period products, $197 on prescriptions, and $151 on intimacy items.
Within the past year, women have seen price increases in their hygiene products (59%), skincare (56%), and period products (53%).
This may be an issue persistently on their mind, as half of women don’t know if they can continue to expect increases in period products.
Nearly two-thirds of women purchase period products at least once a month (64%) — more frequently than vitamins (54%), skincare (53%), and intimacy items (35%).
“The data clearly shows that financial pressure is forcing women to make impossible choices regarding their basic hygiene and wellness needs,” Dunja Kokotovic, global brand manager for Intimina. “It is completely unacceptable that the rising cost of feminine care is pushing women toward risky rationing. We want to empower women to take control of their budgets without compromising their well-being. For those looking for ways to manage their expenses safely, switching to reusable options like menstrual cups can be a comfortable, sustainable solution that protects both your health and your wallet.”
With costs looming, 42% have delayed paying for other necessities to afford wellness needs.
In an attempt to save money, some have gone as far as avoiding purchasing pain relief (27%), keeping menstrual products on longer than recommended (21%), and delaying treating infections (14%).
A quarter of women have skipped or delayed purchasing period products entirely because of the cost. Even more have stretched how far vitamins (51%), underwear (49%), and skincare (49%) can take them.
Even with all of the investment into their health, the average woman currently feels 72% healthy. One in six said their health is below 50%.
With 43% expressing concern about prescriptions and doctors’ visits, some have skipped out on checkups because of the cost (49%); instead, they tried home remedies (53%), postponed the visit (50%), and tried over-the-counter solutions (47%).
A majority of women who had an infection and didn’t see a doctor about it said that cost was a major factor in their decision (64%).
However, a third of those who have had an infection said that they have unintentionally made it worse by trying to care for it on their own instead of visiting a doctor (34%).
As a result, most speak from experience in advising not to skip out on professional care to ensure effective treatments (59%).
“Financial strain is unfortunately pushing women into a dangerous game of guesswork with their own bodies,” said Kokotovic. “Intimate health issues, especially infections, require precise professional care. Self-diagnosing or relying on home remedies can easily lead to chronic pain and much more expensive treatments down the line. We strongly encourage women to prioritize doctor appointments and keep professional medical advice at the heart of their care routine. Your health is too important to risk.”
Research methodology:
Talker Research surveyed 2,000 women 20-50 years old with a minimum of 100 who have ever had a hygiene infection who have access to the internet; the survey was commissioned by Intimina and administered and conducted online by Talker Research between Feb. 11 and Feb. 17, 2026. A link to the questionnaire can be found here.
