Tesco has launched the UK’s first permanent menopause-friendly product bays, addressing the needs of 15.5 million women navigating menopause. The initiative, developed in collaboration with GenM, will roll out across 93 large stores nationwide from April 2025.
Research by GenM reveals that 87% of menopausal women feel overlooked and underserved, while 94% want to shop for menopause-friendly labeled products. Yet, 66% struggle to find what they’re looking for.
Tom Lye, Tesco’s Category Director for Health and Wellness, commented: “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.”
The menopause-friendly bays will feature MTick-certified products from brands including Always, Charles Worthington, Mitchum, Sanex, and TENA, alongside emerging brands like WUKA, Peachie, and NutriBurst.
Ruby Raut, CEO of WUKA, shared: “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 Visibility in Tesco gives us a powerful platform to challenge outdated narratives, break taboos, and offer women better, more dignified solutions for menopause.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.”
Victoria Young, Chief Commercial Officer of Nutriburst, added: “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.”
Heather Jackson, Co-Founder and CEO of GenM, emphasized the significance of the initiative: “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.”
The bays will provide educational content about the 48 possible menopause signs, with a QR code linking to GenM’s support hub. Products will cover a range of needs, including skin changes, hair changes, dry eyes, muscle and joint pains, digestive issues, cognitive and mood changes, bladder weakness, and intimate health.
