Morrisons and GenM are transforming the way women shop for the Menopause

Morrisons, in collaboration with GenM – the menopause partner for brands and home of the MTick – is proud to announce the launch of menopause-friendly sections in selected stores.

The initiative aims to bring visibility to products that support the 48 signs of the menopause, making it easier for the 15.5 million women in the UK to navigate this life stage.

By displaying the MTick in-store – the world’s only universal shopping symbol and certification for menopause-friendly products – Morrisons is committed to making the menopause more visible. The new initiative will help women shop with confidence and find products that support their menopause journey, which can last up to 15 years.

GenM’s independent research shows that 80% of women want to shop for menopause-friendly labelled products, yet 66% find it difficult to find the products they need. The MTick was created to improve how women search, source, and shop for products that support their menopause. Every brand or retailer carrying the MTick must meet strict qualifying criteria, ensuring trust and quality for the menopausal consumer.

The menopause-friendly aisle ends and in-aisle fixtures will be located across 45 Morrisons stores nationally and will feature a range of MTick accredited branded and own-label products, including Dove skincare and haircare, Colgate oral care, Canesten intimate health, Menopace vitamins, and Tena incontinence support – all targeting key signs of menopause.

Currently, women can only name 3-5 menopause symptoms, highlighting the need for further education and awareness. Morrisons’ in-store activation is supported by educational point-of-sale materials to help customers understand common signs of menopause and the products that can support them. This includes sharing GenM’s educational 48 menopause signs resource.

Michael Figg, Senior Buying Manager at Morrisons, commented: “The aim of our collaboration with GenM Collective, is to help our customers, who are either experiencing or will experience symptoms of menopause, to recognise their symptoms early and provide them with the relevant products to improve their personal experience. We hope that we can expand the roll-out to further stores in the future to help raise awareness of the common signs of menopause to our customers and to provide education on the specific products which can help them.”

Heather Jackson, co-founder of GenM, commented: “As GenM – the menopause Partner for retailers and brands and home of the MTick – we’ve been incredibly impressed by our 100 Partners and how quickly they’ve actioned initiatives and commitments to help drive real change for the menopausal consumer. Morrisons is a fantastic example of this, recognising that the moment for menopause is now. Having only joined the GenM Collective in February, we are blown away by their progress – delivering dedicated space for menopause-friendly products and using our transformative MTick to bring visibility, choice and trust to the menopause, whilst also facilitating the brands they stock to work closely with us on improving menopause-friendly ranging.

“As a national retailer with a diverse consumer base across all demographics, these steps from Morrisons are bringing real visibility to menopause, and helping to normalise the conversation so that everyone can understand and support the 48 signs better – regardless of age, gender or socio-economic background.

“We don’t expect retailers to cure menopause, we are simply asking them to deliver women the choice and opportunity to improve their lived experience in the way that best suits them. The impact of national retailers like Morrisons leading the way and demonstrating what is possible cannot be overstated.”

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