Menopause could be the wellness industry’s new gold rush but experts say the products may just be hype [Video]

Serums that promise firm skin. Powders that claim to eliminate night sweats. From skin care to supplements to special snacks, menopause may be a new gold rush in the wellness industry.

Perimenopause and menopause affect the estimated 10 million women in Canada who are over the age of 40, according to Statistics Canada. The symptoms, which include hot flashes, mood swings and insomnia, can be extremely disruptive. The Menopause Foundation of Canada reports that 10 per cent of women will stop working due to unmanaged symptoms.

And after years of being overlooked, these women are now staring down an avalanche of products marketed to them, promising relief. But experts warn the results often don’t live up to the hype.

“I think it’s a marketing storm,” said Dr. Jerilynn Prior, an endocrinology professor at the University of British Columbia. “I think there’s just an incredible opportunity for people who want to …