Tesco has launched the UK’s first permanent menopause-friendly bays in stores, as part of a new initiative in collaboration with GenM, which will roll out across 93 Tesco stores nationwide in April 2025.
The new in-store bays will feature products certified with GenM’s MTick symbol, an accreditation for products meeting GenM’s criteria for being menopause friendly. Tesco said the bays will offer brands such as Always, Mitchum, and TENA, but also named WUKA and NutriBurst as examples of smaller brands which will be stocked.
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Why has Tesco introduced menopause-friendly bays?
The move comes in response to growing demand for better access to menopause-related products, with Tesco citing research showing that 94% of menopausal women want to shop for menopause-friendly labelled products, but 66% struggle to find them.
Tesco said in a press release: “The bay can support women seeking products for skin changes, hair changes, dry eyes, muscle, joint and bone pains, digestive issues, cognition and mood changes, bladder weakness, menstrual changes, and intimate and sexual health to name a few, though GPs and pharmacists can provide support if women are unsure.”
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It also follows data from market research firm Kantar which reveals the menopause-related health and beauty category reached “record highs” in 2024. The research shows that the number of shoppers purchasing menopause-related products has surged, with sales expected to reach £100m by 2028. Tesco cited Kantar, saying women aged 45-55, who account for a £2.4b market in health and beauty, are now the fastest-growing shopper segment in the UK.
Tesco’s 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 these permanent menopause-friendly bays will provide reassurance and education while helping customers find products that can ease symptoms of menopause.”
Heather Jackson, co-founder and CEO of GenM, commented: “This is a huge step forward for empowering women to manage their menopause with dignity. With national grocers like Tesco leading the way, we’re changing the way menopause is understood and supported.”
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