News
The biggest femtech and women’s health trends of 2024: insights from Ultra Violet Futures
By Anna Butterworth, founder and managing director at Ultra Violet

As the founder of Ultra Violet Futures, I am proud to introduce our latest endeavour, FemTech Future 30: The Most Influential Trends Shaping the Market in 2024.
The report presents an in-depth analysis of the evolving landscape in women’s health and wellbeing. As the pace of technological and societal change accelerates, understanding these trends becomes critical for healthcare professionals, entrepreneurs and individuals dedicated to women’s health.
This comprehensive report is a product of extensive research and expert insights, offering a thorough examination of the trends set to transform women’s health and wellbeing in 2024. The focus is not merely on identifying these trends but on comprehending their significance, the reasons behind their emergence and their potential impact on the future of women’s health.
FemTech Future 30 serves as more than a report; it is a strategic guide to the future of women’s health, providing essential insights for informed decision-making and participation in the advancement of women’s healthcare.
Below, I delve deep into some of the most dynamic and transformative trends in women’s health and wellbeing as we look ahead to 2024. To access all 30 trends, download the full report here.
Decentralised health: empowering women through Web3 innovations
In an age where technology is rapidly evolving, Web3 stands out as a beacon of innovation, especially in supporting women’s health and wellbeing.
DeSci FemTech communities like AthenaDAO are pioneering this space by democratising funding for reproductive health research and drug discovery. Solve.Care and similar brands are leveraging blockchain technology to ensure patient privacy and streamline healthcare coordination.
New-trition: tailored nutritional support for women
2024 is witnessing an upsurge in nutritional solutions catering specifically to women’s health needs.
From cycle-synced diets to supplements addressing menopause-related issues, brands like Phasey and Jude are at the forefront, offering targeted products for every stage of a woman’s menstrual and menopausal journey.
Family futures: redefining fertility solutions
Fertility conversations are starting earlier in relationships, aiming to reduce the need for invasive treatments like IVF.
Innovations such as Jack Fertility’s at-home male fertility test and Bea Fertility’s ICI kit are revolutionising this space, making fertility assessments more accessible and less daunting.
Longevity: focusing on healthy ageing and ovarian rejuvenation
The conversation around longevity and healthy aging is gaining momentum. The ovary is one of the first organs to functionally decline with age, leading to many harmful consequences for health and wellbeing.
A better understanding of ovarian aging through collaborative research and investments will play an important part in achieving healthy aging for all. Companies like Oviva Therapeutics are making significant strides in ovarian rejuvenation, a critical aspect of women’s health as they age.
The report FemTech Future 30: The Most Influential Trends Shaping the Market in 2024 is a comprehensive document that provides an analysis of the dynamic trends in women’s health and wellbeing, essential in an era where technological and societal changes are rapidly evolving.
The insights gleaned from this report are invaluable for healthcare professionals, entrepreneurs and advocates in women’s health, offering a deep understanding of the trends that will reshape the landscape of women’s health in 2024 and beyond.
Ultra Violet Futures, founded by Anna Butterworth, has emerged as a pioneering force in the realm of women’s health technology and innovation. The agency is dedicated to providing insights into the future of the female consumer and emerging market trends, offering workshops, consulting and speaking engagements in various sectors, including health and fashion.
Fertility
GLP-1 drugs do not increase pregnancy risks, study finds
Cancer
New scan could speed up endometriosis diagnosis

Obesity may be a key driver of rising rates of 11 cancers in adults under 50, a study has found.
The 11 cancers were thyroid, multiple myeloma, liver, kidney, gallbladder, colorectal, pancreatic, endometrial, oral, breast and ovarian cancers.
All except oral cancer are known to be linked to excess weight, with researchers saying raised insulin levels and inflammation may play a part.
The findings come from researchers at the Institute of Cancer Research, London and Imperial College London, who analysed national cancer registry data for England from 2001 to 2019.
In England, around 31,000 cancers were diagnosed in people aged 20 to 49 in 2023, equal to roughly one in every 1,000 people. This compares with 244,000 cases in the 50 to 79 age group, where the rate is around one in 100.
Concerns have been growing in recent years over rising rates of cancers such as bowel and ovarian in younger adults.
Among the younger group, breast cancer was the most common, with 8,500 cases, followed by bowel cancer at 3,000 and melanoma skin cancer with 2,800 diagnoses.
For nine of the 11 cancers identified, rates are rising in younger adults but also increasing in older adults, who are much more likely to develop the disease. Bowel and ovarian cancer were the exceptions, rising only in younger age groups.
The researchers found that bowel cancer rates in younger women linked to BMI rose faster, from 0.9 to 1.6 per 100,000 people, than those not linked to BMI, which rose from 6.4 to 9.6 per 100,000 people. Similar patterns were recorded for men.
However, the authors noted that the overall number of cases of BMI-linked bowel cancer in younger women remained lower than those not linked to BMI, suggesting other factors must be contributing to the increase.
Several suspected contributors, including ultra-processed foods, antibiotic use and air pollution, have been proposed in recent years. However, many of these factors have also shown stable or declining trends in the UK, the team said.
Despite the rise in several cancer rates among younger adults over the past two decades, most established risk factors, including smoking, alcohol consumption, red or processed meat intake, low fibre diets and lack of exercise, remained stable or even declined in the period leading up to diagnosis.
This suggests these traditional risk factors are unlikely to account for much of the increase in cancer cases.
By contrast, overweight and obesity, which have increased steadily since 1995, could be key factors in the rise in cases. The team suggested that between 2001 and 2019, around 20 per cent of the increase in bowel cancer was explained by increases in BMI over that period.
However, the researchers said rises in BMI alone are not enough to explain the overall increase in cancer among younger adults in England and that there are likely to be other causes.
Data also suggest around 15 per cent of bowel cancer in younger people could be linked to being overweight or obese, with around 40 to 50 per cent in total linked to the combined effect of known risk factors such as obesity, lack of exercise, alcohol and smoking.
Montse García-Closas, professor at the ICR, said more research was needed, but “we cannot wait to act”.
She told a media briefing: “Our main conclusion is that although BMI is our best clue, much of the increase still remains unexplained, and we’ve done some additional analysis that show that most likely what’s missing is not just a single cause unexplained, but it’s likely a combination of multiple factors that act together.”
Amy Berrington, professor at the ICR, said: “Although rates have been increasing, cancer in young people is still a rare disease.”
Marc Gunter, professor at Imperial, said obesity was a known risk factor for around 19 different cancers.
He added: “For some of these cancers, including colorectal (bowel) cancer, we think this could be partly caused by higher levels of hormones such as insulin, which is often elevated in people with obesity, as well as inflammation.
“We know people with obesity have higher levels of insulin, and insulin is a growth factor and has been linked to cancer.
“In a recent study, we actually found that insulin in particular might be playing a role in early onset colorectal (bowel) cancer, and this is actually an area of very active research at the moment.”
The researchers called for large, long-term studies to identify all the biological and environmental factors that could explain rising cancer rates in young adults.
García-Closas added: “Tackling obesity across all ages, particularly in children and young people, through stronger public health policies and wider access to effective interventions, could slow the rise in cancer and prevent many cancers and must become a national priority.”
Michelle Mitchell, Cancer Research UK’s chief executive, said: “Globally, and in the UK, we’re seeing a small increase in cancer rates in adults under 50.
“The picture is complex and we need more research to understand what’s driving the trend, but this study helps to fill in some gaps.
“Overweight and obesity doesn’t explain the rise in full though. Improvements in detection are likely to also be playing a part, meaning that more people are being diagnosed at a younger age.
“Preventing cancer cases must be a priority for the UK government. Smoking remains a leading cause of cancer in adults under 50, which is why the Tobacco and Vapes Bill receiving royal assent this week is such a historic moment.
“Measures to restrict the advertising and promotion of junk food, introducing mandatory reporting and targets on healthy food sales, and making nutritious food more accessible to everyone would all help people keep a healthy weight.”
Diagnosis
WHO launches AI tool for reproductive health information

The World Health Organization (WHO) has launched an AI tool in beta to help policymakers, experts and healthcare professionals access sexual and reproductive health information faster.
Called ChatHRP, the tool was created by WHO’s Human Reproduction Programme and draws only on verified research and guidance collected by HRP and WHO.
It uses natural language processing and retrieval-augmented generation to produce referenced content and cut the time spent searching through documents across different platforms and databases.
WHO said ChatHRP also has multilingual capabilities and low-bandwidth functionality to support use in a wide range of settings.
The beta-testing phase is aimed at a broad professional audience, including policymakers, healthcare workers, researchers and civil society groups.
WHO said the tool can help users quickly access up-to-date evidence, find sources for academic work and verify information on sexual and reproductive health and rights.
Examples of questions it can answer include the latest violence against women data in Oceania for women aged 15 to 49, recommendations on managing diabetes during pregnancy, and whether PrEP and contraception can be used at the same time. PrEP is medicine used to reduce the risk of getting HIV.
WHO added that the system will be updated regularly as new HRP materials are published and includes a feedback loop so users can flag gaps in the information provided.
The launch comes amid wider concern about misinformation in sexual and reproductive health.
A 2025 scoping review found that misinformation in digital spaces is a systemic issue that can undermine human rights, reinforce discriminatory social norms and exclude marginalised voices.
The review also said misinformation can affect health systems by shaping provider knowledge and practice, disrupting service delivery and creating barriers to equitable care.
WHO said ChatHRP is intended to give users streamlined access to reliable information as a counter to “algorithms, opinions, or misinformation”.
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