Morrisons is launching menopause-friendly sections in selected stores to bring visibility to products that support the 48 signs of the menopause and make it easier for women in the UK to navigate this life stage.
Rolling out in partnership with menopause GenM – a collective of retailers and brands that use the MTick symbol to signpost menopause-friendly products and services – the supermarket’s menopause-friendly aisle ends and in-aisle fixtures will be located across 45 stores nationally.
They will feature a range of MTick accredited branded and own-label products, including Dove skincare and haircare, Colgate oral care, Canesten intimate health, Menopace vitamins, and Tena incontinence support.
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It comes as GenM’s independent research found that while 80% of women want to shop for menopause-friendly labelled products, 66% find it difficult to find the items they need.
Morrisons’ in-store activation will also be supported by educational point-of-sale materials to help customers understand common signs of menopause and the products that can support them.
Morrisons senior buying manager Michael Figg said: “The aim of our collaboration with GenM Collective, is to help our customers, who are either experiencing or will experience symptoms of menopause, to recognise their symptoms early and provide them with the relevant products to improve their personal experience.
“We hope that we can expand the roll-out to further stores in the future to help raise awareness of the common signs of menopause to our customers and to provide education on the specific products which can help them.”
GenM co-founder Heather Jackson added: “As a national retailer with a diverse consumer base across all demographics, these steps from Morrisons are bringing real visibility to menopause, and helping to normalise the conversation so that everyone can understand and support the 48 signs better – regardless of age, gender or socio-economic background.
“We don’t expect retailers to cure menopause, we are simply asking them to deliver women the choice and opportunity to improve their lived experience in the way that best suits them. The impact of national retailers like Morrisons leading the way and demonstrating what is possible cannot be overstated.”
It follows a similar move by Tesco earlier this year which also saw the grocery giant trialling dedicated menopause-friendly sections with GenM.
