Asda and Ocado are the latest retailers to partner with GenM to launch dedicated menopause aisles.
Throughout October, “menopause-friendly” gondola ends will roll into 186 Asda stores. Featuring educational PoS, the aisles will offer a curated selection of 165 MTick-certified products including Always Discreet, Colgate, Dove, FemFresh and Vitawell.
Asda will support he launch with a campaign across its in-store radio and advertising. It will also launch a dedicated online menopause hub on its website, which will provide shoppers further education about the 48 signs and symptoms of the menopause.
The launch at Asda – which becomes the last of the traditional big four supermarkets to partner with GenM – follows the launch of a dedicated online aisle on Ocado.com, stocking 300 MTick-certified lines.
“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,” said Asda senior buying manager for toiletries Matt Pryde.
“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.”
Menopausal women ‘overlooked’ on supermarket shelves
Onboarding both is a major ”milestone” for GenM, which was co-founded by Heather Jackson and Sam Simister in 2021 with the aim of giving the menopause, and the support provided to menopausal shoppers, a presence on grocery shelves.
The collective designed the MTick to highlight products proven to support women experiencing the menopause on supermarket shelves. When she was interviewed by The Grocer in 2023, Jackson stressed the importance of convincing the big four supermarkets to partner with GenM, if it was to be a success.
“We are so proud that Asda and Ocado have joined the GenM collective, showcasing their commitment to empowering women to search, source, and shop for menopause-friendly products with confidence in an inclusive and accessible way,” Jackson said.
“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 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.
“United by the MTick, grocers like Asda are transforming the shopping landscape, delivering choice, trust, accessibility, and visibility to menopausal consumers, and driving the growth of a purposeful new retail category. We couldn’t be more proud.”
By stocking 300 lines, Ocado now offers the largest collection of MTick-certified products of any participating retailer.
“At Ocado Retail, we’re proud to support our customers and colleagues experiencing the menopause,” said Ocado CEO Hannah Gibson.
“Our dedicated menopause aisle offers the widest range of MTick-certified products – beyond those you might expect – plus helpful resources and information. I’m passionate about using our platform as a force for good, championing a wide range of brands to meet the needs of the large community of customers experiencing the menopause.”
While MTick has until now only certified branded goods, this week Sainsbury’s became the first retailer to feature the logo on its own-label products. The Mtick will be included on its new 17-product skincare range The Edit, which launched in August.
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