UK | Tesco is trialling a new menopause-friendly section in selected stores, helping customers find dedicated products to help manage their symptoms and highlight other items that are safe to use when menopausal.
It comes as the retailer joins forces with GenM, an awareness collective that empowers brands to transform how women search, source and shop through menopause. The M-tick, the world's first symbol to signpost menopause-friendly products, will now be visible on products, both in Tesco stores and online.
To celebrate the partnership, for the next six weeks, products from several leading brands will have their dedicated space at the end of an aisle in nearly 200 stores across Great Britain. This will give customers experiencing menopause confidence to shop for products they need and want, alongside supportive education to help customers understand what products will help their symptoms and help them decide what is right for them.
With more than 70 percent of women experiencing one or more of the 48 types of recognised menopausal symptoms, many of which can be debilitating and life-changing, essential products to feature in the dedicated display include Vitabiotics vitamins, Nivea, Olay and Simple skincare products, and Tena and Always products. Davina McCall's bestselling new book, 'Menopausing', will also be featured on the aisle ends.
On Tesco.com, customers can now browse a permanent dedicated menopause filter under the Health & Beauty section of the website, where they will find more than 450 carefully curated products chosen as a result of research into the online shopping habits of those going through menopause.
Tesco is committed to Menopause support, and in October 2023, it announced that the free Understanding Menopause booklet from not-for-profit organisation Menopause Support would be readily available to every customer who accesses Tesco.com to help them prepare and manage their symptoms better and look after their health.
With over 130,000 women working for Tesco, Tesco is further supporting colleagues going through menopause with several initiatives, including menopause-friendly uniforms made from a lightweight, more breathable fabric that is cooler and more comfortable to wear at work.
Tom Lye, Tesco's Category Director for Health, Beauty and Wellness, said Tesco was committed to transforming the shopping experience for those going through menopause and working with Gen-M is the next step in supporting its customers and colleagues.
"We hope the dedicated display in stores and the online filter will provide reassurance around what products are safe to use and help signpost to products that can ease the symptoms associated with menopause," said Lye.
Heather Jackson, co-founder of Gen-M, said that it was delighted to welcome Tesco into the GenM collective of responsible brands and retailers and couldn't be prouder to see Tesco creating a designated space for menopause-friendly products in stores and deploying its game-changing menopause-friendly symbol, the MTick, as the all-important signpost to these products.
"Tesco is pioneering the future of retail and leading the way in truly embracing and understanding menopausal consumers, underpinned by our research."
This empowers this historically overlooked audience with the choice and control to manage their menopause in the way that best suits them. Jackson said that the impact of a national retailer leading the way and showing what is possible couldn't be underestimated.
