The UK’s 15.5m menopausal women need and deserve more from retailers, according to GenM, the menopause partner for brands and home of the MTick symbol for menopause-friendly products.

At the retail industry exhibition LIVE2024 from 12-13 March, GenM is exhibiting its menopause aisle retail concept. Every product showcased in the aisle carries the MTick – a universal shopping symbol used to signpost menopause-friendly solutions.

Menopause-friendly can refer to any product that, regardless of category, can help relieve, ease or support one or more of the 48 menopause symptoms and signs. Such products include skincare, haircare and nutrients and supplements.

The MTick is exclusively available to GenM Partners and only products that meet the strict qualifying criteria of accreditation can display the symbol on their packaging, advertising, marketing and online shopping pages, or at the point of sale.

The MTick is already visible on hundreds of product stock-keeping units and is also positioned in Boots and Tesco stores across the UK.

GenM co-founder Heather Jackson commented: “We need retailers to think and feel like a menopausal woman. We are not asking retailers to cure menopause - we are asking them to deliver women the choice and opportunity to improve their lived menopause experience in the way that best suits them. We believe the role of the retailer and brand is to unite to understand menopause, raise awareness and serve the consumer better.”

Tesco health, beauty, and wellness category director Tom Lye added: “Tesco is committed to transforming the shopping experience for women going through the menopause and working with GenM is the next step in supporting our customers and colleagues. We hope the dedicated display in stores and the online filter will provide reassurance.”

In late 2023, GenM gave awards to major brands such as Holland & Barrett and QVC to recognise their commitments to menopausal consumers.