Tesco is to roll out “permanent” menopause-friendly bays to its stores, in a move described as a “huge step forward” in improving the shopping experience for millions of women.
The formats, which are the “first permanent menopause-friendly bays” the retailer claims, will be added to 93 of Tesco’s larger format stores from April. They will stock a range of products known to ease the symptoms of or support women experiencing menopause.
It follows a trial that began in Tesco 200 stores last year with menopause collective GenM. The bays, and all the products, are signposted with GenM’s MTick symbol. The certification is designed to make it easier for women to spot menopause-friendly products on shelves.
The fixtures will also provide shoppers with more information about the 48 signs of menopause. By scanning a QR code, shoppers will be able to access advice on the products, as well as how they can help ease or support some of the symptoms, which include skin changes, hair changes, dry eyes, muscle, joint and bone pains, and digestive issues.
The permanent rollout by the UK’s biggest supermarket marked a major “milestone” for GenM, claimed CEO and co-founder Heather Jackson, who founded GenM in 2021 in response to what she believed was lack of clear support or provision for the menopause on grocery shelves.
“Whilst we’ve seen the menopause category grow with menopause-friendly trials in the last year, the very first permanent in-store designated space for MTick-certified products is a huge step forward for empowering women to have a better-lived experience of menopause and transforming how they search, source and shop for product solutions,” Jackson said.
The organisation has been working with more than 120 brands, as well as retailers including Boots and Holland & Barrett, to improve the level of support provided to the estimated 15.5 million British shoppers currently experiencing the menopause.
One of the most significant developments launched by GenM has been the introduction of the MTick shelf label, which aims to highlight menopause-friendly products on shelves, in the same way the ‘V’ is used to label vegan products. To be MTick certified brands must meet strict criteria including minimum nutrient levels for food supplements.
Boots was the first major retailer to display the MTick in stores in October 2022. Morrisons also began trialling dedicated menopause-friendly bays in 45 of its stores in August. Sainsbury’s has also expressed its support for new fixtures, and was the first big four supermarket to join GenM’s network. However, it is yet to launch any trials.
When she was profiled by The Grocer in January 2023, Jackson stressed the importance of convincing the supermarkets to support the scheme as critical to its success.
“We recognise that we still have a long way to go – and we are by no means suggesting that retailers can cure the menopause,” she said following the latest Tesco launch.
“However, with national grocers like Tesco leading the charge by designating permanent space to menopause and proudly displaying the MTick, united, we can make the experience of menopause better today than yesterday.”
Tesco category director for health and wellness Tom Lye said: “We’re delighted to be continuing our work with GenM to support our customers and colleagues going through the menopause.
“Following a successful trial last year, we hope that having these permanent menopause-friendly bays in 93 of our large stores will provide reassurance and education as well as helping signpost customers to products that may be safer when going through the menopause or that might ease associated symptoms.”
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