UK retailer, Boots, has launched the first-ever recognisable “menopause-friendly” symbol on 35 of its e-commerce products. This marketing operation was developed in partnership with GenM, a collective uniting brands and employers to better support everyone impacted by menopausal symptoms.
The move was motivated by new research provided by GenM showing only one-third (36%) of menopausal women find it easy to navigate menopause-friendly products in-store. Nine in ten (91%) have never seen any marketing for them, and 90% wish brands were more inclusive of the menopause. In fact, Ipsos recent 33-country survey of more than 23,000 adults shows that around half of adults in the U.S. and across the world are comfortable discussing menopause with friends (53% both in the U.S. and on average globally).
However, the market is large and growing fast. According to the North American Menopause Society, approximately 6,000 women in the U.S. reach menopause every day, and around 2 million women per year. As per the UN data, an estimated 985 million women aged 50 years and above in 2020. This number is expected to reach 1.65 billion by 2050.
Meanwhile, research by menopause app Caria showed that women spent an average of $20,000 on trial-and-error treatments, doctor’s visits and product in the search for relief. Ultimately, Boots aims to catalogue 100 of its products with the symbol to tap into this forgotten market.
Globally, the market size was valued at $ 15.4 billion in 2021 and is expected to expand at a compound annual growth rate of 5.29% from 2022 to 2030. However, there is no market leader and no clear brand or business owning the category in 2022.
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