As we approach World Menopause Month, Asda will be rolling out educational menopause-friendly Gondola Ends in 186 stores nationwide throughout the month, as part of the retailer’s partnership with the GenM Collective – the Menopause Partner for Brands and Home of the MTick®.
The partnership will help to transform the shopping experience for millions of menopausal women through the creation of dedicated spaces that make menopause-friendly products more visible and accessible.
The MTick® is the trusted universal shopping symbol and certification designed to signpost menopause-friendly products, making it easier for menopausal customers to search, source, and shop for what they need with confidence.
Launching from 1st October, the grocer will spotlight the menopause through MTick® product labelling and educational signage, encouraging shoppers to “Look for the MTick”. Just some of the brands stocked include the likes of Always Discreet, Colgate, Dove, FemFresh, Mitchum, Sanex, TENA, Vitawell and more.
Supporting the Gondola End activations, Asda shoppers can expect to see in-aisle information panels bringing awareness to key menopause signs and 165 MTick-certified products available to support Asda. The grocer is also promoting the new partnership through digital six-sheet OOH advertising and broadcast on Asda’s in-store radio, to further educate and drive visibility of the new partnership.
In addition to delivering visibility, choice and trust to its menopause customers, the retailer will also be offering further education around the 48 signs of menopause, through its helpful online Menopause Hub. The Menopause Hub has been designed to feature 6 key category pages, specific to menopause signs – including educational messaging and shoppable pages featuring MTick-certified products, so browsers can discover the right products to help them ‘live your best menopause.’
Right now, 15.5 million women in the UK are experiencing menopause, yet when it comes to the menopause industry, 87 per cent of women report feeling overlooked and underserved by brands and retail. Research shows that 94 per cent of women want to shop menopause-friendly labelled products, but two-thirds (66 per cent) say that these are difficult to find.1
United by the MTick®, Asda and GenM are committed to improving the menopause shopping experience through designated permanent space both online and in-store, increased product offerings, and clear signage – all delivered with the trust, efficacy and confidence that the menopausal shopper needs.
Commenting on the initiative, Matt Pryde, Senior Buying Manager, Toiletries at Asda said:
“We’re committed to supporting our customers through every stage of life, and our partnership with GenM is an important step in recognising the needs of those experiencing menopause. Throughout October and World Menopause Awareness Month, we’re making it easier for customers to access trusted products that genuinely support symptom relief and wellbeing, while helping to raise awareness and understanding of the menopause experience.”
Heather Jackson, CEO and Co-Founder of GenM, commented:
“We are so proud that ASDA has joined the GenM Collective, showcasing the grocer’s commitment to empowering women to search, source, and shop for menopause-friendly products with confidence in an inclusive and accessible way.
“With 48 signs of menopause, this stage of life can impact every aspect of a woman’s life and therefore every category of retail has a role to play – and can do better. Our research shows that 94% of women want to shop menopause-friendly labelled products, yet a staggering 66% can’t find what they’re looking for. Now, through the MTick® – and ASDA’s menopause-friendly designated space in-store and educational online Menopause Hub – women can be clearly signposted to trusted products that can make the experience of menopause better today than yesterday.
“ASDA is the final of the “Big Four” supermarkets to join the GenM collective, marking a huge milestone – not just for us at GenM, but for women everywhere. United by the MTick®, grocers like ASDA are transforming the shopping landscape; delivering choice, trust, accessibility, and visibility to menopausal consumers – driving the growth of a purposeful new retail category. We couldn’t be more proud.”
For more information on the MTick® and GenM Collective, please visit: https://gen-m.com/
