Tesco, in collaboration with GenM – the Menopause Partner for Brands and Home of the MTick – is proud to announce the launch of the UK’s very first permanent menopause-friendly bays.
Following a successful trial for Tesco in February 2024, the refreshed and now permanent menopause-friendly bay demonstrates the grocer’s long-term commitment to making menopause more visible, bringing choice and trust to their shoppers.
The new in-store initiative comes as GenM’s independent annual ‘UK Visibility Report 2024’, which surveys a UK representative sample of peri and menopausal women, reveals that 94%* want to shop for menopause-friendly labelled products, yet 66% can’t find what they’re looking for.
Recent data from leading market research company, Kantar found that the number of shoppers purchasing menopause-related products hit a record high in 2024, with both online and in-store visibility playing a key role. The data demonstrates the growth of the menopause category and increasing numbers of shoppers seeking menopause-friendly solutions.
Furthermore, Kantar data shows that women aged 45-55 account for a £2.4 billion market in Health & Beauty, making them the fastest-growing shopper segment – with sales of menopause-related health and beauty products growing 138% from 2020 to reach £100 million by 2028.
The permanent fixtures will be rolled out across 93 of Tesco’s large stores nationally from April 2025. The menopause-friendly 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. Women should first seek help from their GP or a pharmacist if they have concerns, including advice available at over 350 Tesco Pharmacies.
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 menopause-friendly bays at Tesco will feature a range of MTick-certified products including household names such as Always, Charles Worthington, Mitchum, Sanex and TENA, as well as supporting the emergence of challenger brands including WUKA, Peachie, FaceFacts, The Solution, So Divine, and NutriBurst with incredible founder stories that informed the development of their menopause-friendly ranges.
Commenting on what it means to be a part of Tesco’s menopause-friendly bay, CEO of challenger brand, WUKA, Ruby Raut says: “For a small, independent brand like WUKA, this is a game-changer. Visibility in Tesco gives us a powerful platform to challenge outdated narratives, break taboos, and offer women better, more dignified solutions for menopause. This initiative is not just about selling products—it’s about representation, education, and empowering women to take control of their health.”
Also involved in the new scheme, is supplements brand, Nutriburst. Its chief commercial officer, Victoria Young shares her excitement for the launch: “The initiative that Tesco has spearheaded is a fantastic step forward for building awareness of the symptoms of menopause early on as well as the range of effective and carefully curated solutions. Giving women access to high-quality, effective menopause support without the confusion will make finding the right products less overwhelming.”
Many women can only name 3-5 of the possible 48 menopause signs, highlighting the role that retailers can play in improving menopause awareness, education and product signposting. To support this, the Tesco fixture will also provide women with educational content and messaging that calls out the breadth of product choice which may support across a range of the 48 menopause signs. 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.
Ensuring customer education, the fixtures will also feature a QR code that takes customers to GenM’s 48 signs page. The support hub provides valuable education, advice and guidance on all 48 of the menopause signs, for women, their partners and support network.
Commenting on the initiative, Tom Lye, Tesco’s category director for health and wellness, 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.”
Heather Jackson, co-founder and CEO of GenM, commented: “This moment is a real milestone not only for GenM, but also for the 15.5 million women in menopause who right now, are not being understood or served as they deserve.* Whilst we’ve seen the menopause category grow with menopause-friendly trials the last year, the very first permanent in-store designated space for MTick-certified products is a huge step forward for empowering women to have a better-lived experience of menopause and transforming how they search, source and shop for product solutions.
“What’s particularly exciting about the launch is that Tesco will stock a broad range of products across several different categories, from nutrition, haircare and skincare to sexual wellness and digestive health. This showcases our joint commitment to supporting women across the breadth of the 48 menopause signs, and means we are empowering women with choice for her to manage her menopause, her way.
“We recognise that we still have a long way to go – and we are by no means suggesting that retailers can cure the menopause. However, with national grocers like Tesco leading the charge by designating permanent space to menopause and proudly displaying the MTick, united, we can make the experience of menopause better today than yesterday.”
