Join Us

Asda

Asda x GenM

Making menopause more visible for millions of shoppers across the UK

Explore the Menopause Hub

ASDA partnered with GenM to transform the menopause shopping experience both in-store and online, helping millions of consumers more easily discover trusted menopausefriendly products through the MTick.

A landmark retail partnership

Asda joined the GenM Collective in October 2025 as the final of the UK’s “Big Four” supermarkets, marking a major milestone in the growth of the menopause category within mainstream retail. United by the MTick, Asda and GenM are committed to delivering greater visibility, accessibility, trust and education for the 15.5 million women in the UK navigating menopause.

The partnership was created in response to growing consumer demand for easier access to menopause-friendly products and clearer navigation in-store and online. Research from GenM found that 94% of women want to shop menopause-friendly labelled products, yet 66% struggle to find what they are looking for.

The Impact

As a retailer we have made an imapct in the following areas:

  • 186

    stores activated nationwide

  • 165+

    MTick-certified products available at ASDA

  • Dedicated

    online Menopause Hub supporting easier product discovery

  • 250

    in-store educational panels rolled out nationwide

Bringing menopause visibility into store

Through its partnership with GenM, Asda has introduced dedicated menopause-friendly activations across stores nationwide, helping make menopause support more visible, accessible and easier to shop.

From in-store educational displays and branded gondola ends to digital campaigns and a dedicated online Menopause Hub, the partnership is helping customers more easily discover trusted MTick-certified products across

In-Store Visibility

Educational gondola ends, aisle takeovers and MTick signage rolled out across stores nationwide to help consumers more easily identify menopause-friendly products.

Online Menopause Hub

Dedicated online category pages and educational content designed to support consumers through the 48 signs of menopause whilst improving product discoverability.

Education & Awareness

In-store radio, digital screens and educational messaging helping to drive greater visibility and awareness of menopause across everyday retail environments.

A shared commitment

We’re committed to supporting our customers through every stage of life, and our partnership with GenM is an important step in recognising the needs of those experiencing menopause.

Matt Pryde,

Senior Buying Manager, Toiletries at Asda

Case studies - Holland & Barrett

ASDA joining the GenM Collective marks a huge milestone — not just for GenM, but for women everywhere.

Heather Jackson,

CEO & Co-Founder, GenM

Case studies - Holland & Barrett

Find out more about the MTick®
and the Collective.

If you’re a brand or a retailer looking to make the most of this purposeful market opportunity, access the MTick®, and find out more about becoming a GenM partner, get in touch below.

If your enquiry is for something else, please select the most relevant tab for you:

Item 1

"*" indicates required fields

First name*
Item 2

"*" indicates required fields

First name*
Item 2

"*" indicates required fields

First name*
Item 2

"*" indicates required fields

First name*
Item 2

"*" indicates required fields

First name*