GenM, the menopause partner for brands and home of the MTick, has partnered with Morrisons, to launch menopause-friendly areas in selected stores.

The initiative aims to bring visibility to products that support the 48 signs of the menopause, making it easier for the 15.5m women in the UK to navigate this stage of life.

By displaying the MTick in-store (the world’s only universal shopping symbol and certification for menopause-friendly products), the supermarket has shown its commitment to making menopause more visible. The initiative aims to help women shop with confidence and find products that support their menopause journey, which can last up to 15 years.

Michael Figg, senior buying manager at Morrisons, 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’s independent research has revealed that 80 per cent of women want to shop for menopause-friendly labelled products, yet 66 per cent find it difficult to find the products that they need.

The MTick was created to improve how women search, source, and shop for products that support their menopause. Every brand or retailer carrying the MTick must meet strict qualifying criteria, ensuring trust and quality for the menopausal consumer.

The menopause-friendly aisle-ends and in-aisle fixtures will be located across 45 Morrisons stores nationally. They will feature a range of MTick accredited branded and own-label products, including oral care products, vitamins, skincare and haircare, intimate health, and incontinence support – all targeting key signs of menopause.

Heather Jackson, co-founder of GenM, commented, “As GenM – the menopause partner for retailers and brands and home of the MTick – we've been incredibly impressed by our 100 Partners and how quickly they’ve actioned initiatives and commitments to help drive real change for the menopausal consumer.

“Morrisons is a fantastic example of this, recognising that the moment for menopause is now. Having only joined the GenM Collective in February, we are blown away by their progress – delivering dedicated space for menopause-friendly products and using our transformative MTick to bring visibility, choice and trust to the menopause, whilst also facilitating the brands they stock to work closely with us on improving menopause-friendly ranging.

“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.”

According to GenM, women can only name three-to-five menopause symptoms, highlighting the need for further education and awareness. Morrisons’ in-store activation has been supported by educational point-of-sale materials to help customers understand common signs of menopause and the products that can support them. This includes sharing GenM’s educational ‘48 menopause signs’ resource.

Heather added, “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.”

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