Large supermarkets introduce special menopause sections: what they will offer.

ASDA implements special shelves for women during menopause

According to The Sun: The ASDA supermarket chain is beginning to implement innovations in 186 of its stores: starting in October, specialized sections for women during menopause will appear here. This step supports other large supermarkets, such as Tesco and the online store Ocado.

According to Met Pride, senior purchasing manager at ASDA, this initiative aims to "raise awareness and understanding of the menopause experience." Certified MTick products, such as Dove and Femfresh, will be featured in stores in collaboration with the GenM Collective.

Specialized sections will be placed at the end of the shelves to make the products more visible and accessible to women experiencing menopause.

More about the innovations

In addition to popular products, ASDA will feature informational posters highlighting 48 signs of menopause. An online hub for women about menopause will provide more resources and links to 165 certified MTick products.

These products cover various categories: nutrition, hygiene, hair health, sexual health, and include well-known brands such as Always, Sanex, and Wilkinson.

Tesco was the first of the four largest supermarkets to implement specialized menopause sections in April, collaborating with the GenM Collective.

“With 48 signs of menopause, this life stage can impact every aspect of a woman's life,” said Heather Jackson, co-founder of GenM.

She added: “ASDA is changing the market landscape by providing choice, trust, accessibility, and visibility for consumers in menopause.”

In the UK, there are currently 15.5 million women experiencing menopause, and 87% of them feel that they are ignored in retail. Over 70% of women have faced one or more known symptoms of menopause.

Met Pride also emphasized: “ASDA is committed to supporting our customers at every stage of life, and our partnership with GenM is an important step in recognizing the needs of those experiencing menopause.”

According to research, two-thirds of women struggle to find menopause products.

ASDA, as one of the leading players in the market, aims to raise awareness of menopause and provide women with better support. This initiative could be an important step in changing the perception of menopause in society and retail. Consumers will have access to the necessary products and resources that can ease their experience during this life stage.