Tesco is launching the UK’s first permanent menopause-friendly bays to empower menopausal women to shop with confidence.

Rolling out in collaboration with GenM, a collective of brands and retailers committed to making menopause more visible, Tesco’s fixtures will launch across 93 large stores nationally from this month.

The supermarket giant’s designated bays will display products that are MTick certified – the trusted shopping symbol and certification for menopause-friendly products – helping women to easily identify and shop confidently for products which may ease, relieve or support any one of the 48 menopause signs.

MTick-certified products featured in the bays will include household names such as Always, Charles Worthington, Mitchum, Sanex and TENA, as well as challenger brands including WUKA, Peachie, FaceFacts, The Solution, So Divine, and NutriBurst.

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Every brand carrying the MTick must meet strict qualifying criteria, including meeting minimum nutrient levels for food supplements and ensuring trust and quality for the menopausal consumer.

The new in-store initiative comes as GenM’s independent annual UK Visibility Report 2024, which surveys a representative sample of peri and menopausal women, found that 94% want to shop for menopause-friendly labelled products, yet 66% can’t find what they’re looking for.

The fixtures will also feature a QR code that takes customers to GenM’s 48 signs page. The support hub provides education, advice and guidance on all 48 of the menopause signs, for women, their partners and support network.

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.”