The move follows Tesco’s partnership with Gen-M, an organisation dedicated to helping brands connect with women looking for products that provide relief from menopause symptoms or are safe to use during the menopause.

Gen-M’s efforts have resulted in the M-tick, said to be the world’s first logo dedicated to menopause-friendly products. Tesco will be applying the logo to flag up to 30 products on offer in dedicated retail spaces across 200 stores throughout the UK. The trial is taking place over a period of six weeks, until March 19th.

“Tesco is committed to transforming the shopping experience for those going through the menopause and working with Gen-M is the next step in supporting our customers and colleagues,” said Tom Lye, Tesco’s category director for health, beauty, and wellness, in a press statement to support the initiative’s launch.

“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.”

Focusing on skincare and supplements

The products will include gummies and supplements from Vitawell, Feroglobin, Menopace, and Perfective, and skincare lines from Simple Age, Nivea, and Olay, as well as a menopause testing kit and incontinence products.

While the in-store menopause-friendly areas are just a trial, the retailer is permanently introducing the menopause filter for online shoppers, which will include over 450 menopause-friendly products.

“There is huge growth potential for menopause-friendly products in retail and I expect that more retailers will step up to the mark with dedicated areas, but they need to be clearly signposted,” said Imogen Matthews, beauty industry commentator & founder of the Premium Market Reports.

“Information at POS [point of sale] will be key, either face-to-face with trained staff or via QR codes and downloadable apps. As is always the case with new categories, education will also be key.”

The potential to expand into food and beverage

Although Tesco is trialing the scheme by focusing on supplements and skincare products, the scope exists to branch out into a new crop of menopause-friendly food and beverage products.

Ingredients Network recently reported about D’Amazonia launching a tea aimed at menopausal women, part of a small number of functional beverage launches that are starting to target the space.

The British Nutrition Foundation says women should avoid caffeine and alcohol, while recommending certain supplements to help alleviate symptoms. The foundation also points to studies suggesting that certain soya products can help alleviate specific symptoms such as hot flushes and night sweats.

Gen-M has identified 48 symptoms associated with the menopause, many of which can have serious health implications for women. There is a growing awareness about the impact of these symptoms can, which in turn has led to increased interest in products that can help women through what can be a challenging time in their lives, whether that be for preventative measures or the treatment of symptoms.

The future role of specialist health and beauty retailers

Matthews believes that while Tesco’s move into menopause-friendly products is interesting and provides a cohesive space for this type of product, the retailer may not be the first place that women think of to go and buy such products.

“It is interesting that a grocery retailer was first out of the blocks with its menopause-friendly initiative in advance of guidance from the Equality and Human Rights Commission (EHRC) to employers on their legal obligations towards menopausal women,” said Matthews.

“I’m not entirely convinced that menopausal women will think to buy these products when they are doing their weekly shop. More likely is that they will look to pharmacy retailers, such as Boots, who have yet to commit to a dedicated menopause section. Although Boots stocks a variety of menopause-friendly products, including oral supplements, skincare, haircare and sexual health products, they tend to be scattered throughout the stores rather than bringing them together in a dedicated space.”