Tesco and menopause awareness company GenM have expanded the number of their permanent menopause-friendly bays by 32%, rolling them out to 30 more stores nationwide.
New locations include Tesco Extra supermarkets in Hartlepool, Bolton, Barnsley, Coventry, West Bromwich, Clacton-on-Sea and Streatham, London.
As part of the expansion, the bays – which feature products that support 36 of the 48 recognised signs of menopause – will include a wider range from prominent brands such as Colgate, E45 and Lil-Lets.
The move followed “strong customer demand and significant category growth in the first year”, said GenM, provider of the MTick certification for menopause-friendly products. It highlighted “the demand for the menopausal shopping category”.
Originally rolled out last April to 93 larger format Tesco stores, the permanent bays had “driven the largest percentage increase in space of any category, growing by 27% year on year”, GenM added. “Stores displaying an MTick bay have seen 16% faster like-for-like growth compared to stores with non-designated bays, demonstrating both the prevalent customer need for menopause-friendly solutions and the commercial in-store impact of the MTick for signposting products to menopausal customers.”
The MTick had been created “to empower menopausal women to search, source and shop with confidence”, said Heather Jackson, co-founder & CEO of GenM. “By bringing greater education, visibility and trusted signposting together in one place, these bays, and the menopause category at large, are transforming the shopping experience and helping women more easily identify trusted products.”
With the expansion of the bays “with familiar household names at accessible price points and with wider product choices available, more women can access support in a way that suits their needs and demands”, Jackson added. “I couldn’t be more proud of GenM’s partnership with Tesco, truly game-changing the landscape of menopause-friendly retail to ensure every woman has the opportunity to live her best menopause.”
Tom Lye, Tesco health & wellness category director, said: “Our partnership with GenM is helping Tesco create a more menopause-friendly shopping experience. The MTick gives the category structure and credibility, helping customers quickly find trusted solutions. Expanding these bays to more stores reflects rising customer demand and Tesco’s focus on championing women’s health.”
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