Ocado and Asda have become the latest retailers to introduce dedicated menopause aisles with menopause brand GenM.
“Menopause-friendly” gondola ends are set to launch across 186 Asda stores during October, The Grocer reported.
The aisles, which feature educational point of sale (PoS), will sell a selection of 165 MTick-certified items, such as Colgate, Dove and FemFresh.
The supermarket will support the launch through a campaign across its in-store radio and advertising.
Additionally, it will roll out a dedicated online menopause hub on its website, giving customers further education on the 48 signs and symptoms of menopause.
The debut follows Ocado launching a dedicated online aisle on its website, selling 300 MTick-certified lines.
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Asda senior buying manager for toiletries Matt Pryde said: “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.
“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.”
Ocado CEO Hannah Gibson said: “At Ocado Retail, we’re proud to support our customers and colleagues experiencing the menopause.
“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.”
Earlier this year, Boots unveiled plans to introduce dedicated menopause zones to 150 of its UK sites over the summer, alongside a widened range of items in the category.
The cosmetics giant made its new menopause items, services and expertise more accessible in-store and on its website.
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