New shopper data from WorldPanel has revealed that the Menopause category is reaching 8% year-on-year growth, growing more than 3 times faster than the wider Health & Beauty market. The menopause category is also now reaching 67% of shoppers aged over 45 years.  

The announcement comes as an increasing number of retailers are joining the GenM collective, with recent additions seeing as much as 17% growth in the menopause category among shoppers aged over 45 years.  

The collective provides retailers with access to trusted, independent advice to allow them to approach the category respectfully, leading on education and trust.  

Leading UK retailers, including Asda, Sainsbury’s, Tesco, Pharmacy2U and Ocado, are extending their partnerships with GenM to further educate the public on the signs of menopause and help menopausal women find the right support with the MTick-certified products they need.  

GenM’s campaign ‘Know the Sign: Look for the MTick’, sponsored by Tesco, Sainsbury’s and Pharmacy2U, aims to give women the knowledge to recognise the 48 recognised signs of menopause. The campaign also helps support women in having the confidence to seek the support they deserve through finding the MTick certification for menopause-friendly products.  

Asda, Sainsbury’s, Tesco and Ocado have all enhanced their online menopause hubs, allowing easy navigation, sign-led product discovery, educational content and increased visibility. 

In store, the retailers have also enhanced menopause messaging; Asda has activated messaging across more than 160 stores through digital screens, aisle-fins and gondola-end displays.  

Heather Jackson, CEO and co-founder of GenM, says: “There are so many key moments throughout the retail trading calendar where the menopause conversation deserves better visibility and support.

"The most impactful campaigns are the ones that extend beyond awareness months and become part of the everyday shopping experience, making it easier for women to search, source and shop for menopause-friendly, MTick-certified products whenever they need them. That’s how we create lasting change and transform the menopause narrative from fear to thrive,” Jackson adds. 

The announcement follows independent research from GenM which found that 94% of shoppers want to shop menopause-friendly products, yet 66% can’t find what they’re looking for, highlighting a clear demand for better product visibility, accessibility, inclusivity and trust.