Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.
What is it?
Tesco is trialling new menopause-friendly sections in stores to help customers find products that manage the symptoms of menopause and signpost items that are safe to use when menopausal.
The six-week trial is being conducted with GenM, an awareness collective that introduced MTick, the world’s first symbol to signpost menopause-friendly products. The MTick symbol is being used by Tesco to signpost products for customers both in store and online.
Products from a number of leading brands are being given dedicated end-of-aisle space in nearly 200 stores, helping to raise awareness of menopause and highlight relevant products to customers.
These include Vitabiotics, Nivea, Olay, Simple, Tena and Always, as well as TV presenter Davina McCall’s bestselling book Menopausing.
Why does it matter?
More than 70% of women experience at least one or more of 48 recognised menopausal symptoms and awareness of this life period is increasing.
Retailers and brands are keen to increase understanding and support customers and colleagues with relevant measures, products and adaptations to the working environment.
“Tesco is committed to transforming the shopping experience for those going through the menopause and working with GenM is the next step in supporting our customers and colleagues. We hope that the dedicated display in stores and the online filter will provide reassurance… and help signpost to products that can ease the symptoms associated with menopause”
Tom Lye, category director for health, beauty and wellness, Tesco
Strategic implications
Expect to see an increased focus from retailers and brands supporting customers and colleagues by raising awareness of menopause and other health issues, as our understanding of these and their impact increases.
Winning strategies
- Informed decision-making for consumers
- Nurture customers and staff
- New revenue opportunities
Retail Horizon 2024 is Retail Week’s exclusive strategic toolkit for subscribers.
Across four in-depth reports, Retail Week research director Lisa Byfield-Green and our team of analysts explore the most significant trends that will shape the sector in the year ahead across consumer, technology, sustainability, and industry, economy and policy.
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