Tesco has announced plans to launch a new section dedicated to menopause, marking the first move of its kind for the supermarket chain.
Products from leading brands in menopause care will have their own dedicated space at the end of the aisle in nearly 200 stores.
Tesco is trialling the new section in stores to improve access to more than 450 curated products and ease the journey of menopausal women.
The six-week pilot comes as the store joined forces with GenM, an awareness initiative that is working with personal care brands to transform the shopping experience.
Tesco has launched its new section at 200 stores across the UK
Tom Lye, Tesco’s category director for health, beauty and wellness, said: “We hope the dedicated display in stores and the online filter will provide reassurance around what products are safe to use and help signpost to products that can ease the symptoms associated with menopause.”
Menopause and perimenopause – the phase leading up to the transition period – can spark a wide range of symptoms years before and after a woman experiences hormonal changes.
This shift is triggered by a decline in estrogen, sparking a total of 48 clinically-recognised symptoms.
With more than 70 per cent of women experiencing debilitating changes in their mood and energy levels, pressure has been mounting on institutions to cater to their needs.
The GenM collective’s principal aim is to help menopausal audiences navigate these changes through the marketplace.
The initiative will help Tesco shoppers find products to help manage symptoms and highlight which ones are safe.
It will help menopausal women avoid exposure to problematic chemicals that could disrupt the balance of hormones in the body.
Many of the chemicals found in everyday personal care products have been known to trigger hot flashes and mood changes.
More than 450 curated products will be available online
Heather Jackson, co-founder of Gen-M: “We couldn’t be prouder to see Tesco creating a designated space for menopause-friendly products in stores and deploying our game-changing menopause-friendly symbol, the MTick, as the all-important signpost to these products.
“Tesco is pioneering the future of retail and leading the way in truly embracing and understanding menopausal consumers, underpinned by our research.
“All of this serves to empower this historically overlooked audience, with the choice and control to manage their menopause in the way that best suits them
“We can’t underestimate the impact of a national retailer leading the way and showing what is possible.”