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Morrisons bolsters menopause support with new dedicated in-store fixtures

Sophie Smith
02 August 2024

Morrisons has introduced a new menopause-friendly section in selected stores for the first time, bringing visibility to products that support the 48 signs of the menopause.

It comes as the supermarket chain joins forces with GenM, the menopause partner for brands and retailers that empowers them to transform how women search, source and shop when going through the menopause.

The MTick - the world’s first symbol to signpost menopause-friendly products - is now visible on products and displays at Morrisons, including Dove skincare and haircare, Canesten intimate health, Menopace vitamins, and Tena incontinence support.

The in-store activation is also supported by educational point-of-sale materials to help customers understand the common signs of menopause and the products that can support them. This includes sharing GenM’s educational 48 menopause signs resource.

The new fixtures will be located across 45 stores nationally, with hopes to expand the roll-out to further stores in the future.

Michael Figg, Senior Buying Manager at Morrisons, said: "The aim of our collaboration with Gen M 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."

It comes as GenM’s independent research shows that 80% of women want to shop for menopause-friendly labelled products, yet 66% find it difficult to find the products they need.

Currently, women can only name 3-5 menopause symptoms, also highlighting the need for further education and awareness.

Heather Jackson, Co-founder of GenM, said: "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 its 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.

"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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