Coles is set to become the first Australian supermarket to join the GenM Collective and adopt its menopause-friendly shopping symbol and certification.

According to GenM, the partnership signals Coles’ commitment to better serving the menopausal woman and making the menopause shopping experience easier, more accessible, and built on trust.

Rolling out from early 2027, Coles will curate MTick-certified product offerings in-store and online, as well as an online menopause support hub with credible, educational resources. Every product awarded the MTick certification must undergo a rigorous, independent certification process, which assesses each product against a robust set of menopause-friendly criteria to demonstrate how it can help support one or more of the 48 signs of menopause. 

To date, over 4000 products have earned MTick certification, with seven of the largest UK retailers displaying MTick-certified products in dedicated areas, either online or in-store, including Boots, Asda, Tesco, Sainsbury’s, and Ocado. In Australia, TerryWhite Chemmart has joined the global GenM Collective, as well as a number of leading Australian health and beauty brands, including Boost Lab, Hey Sister!, Lifespace, Mineralyte, Murad, Sanofi, and Swisse.

Menopause in Australia

In Australia alone, there are 4.5 million women experiencing menopause at any given time – yet 87% of women surveyed by GenM report feeling overlooked and underserved by brands and retailers that they’ve trusted all their lives.

GenM’s research also shows that 94% of surveyed women want to shop menopause-friendly labelled products, but two-thirds (66%) say they can’t find what they’re looking for.

The role of Coles

Coles Chief Commercial and Sustainability Officer Anna Croft says finding products that can help support women through menopause shouldn’t be complicated.

“With millions of customers shopping with Coles every week, we have an opportunity to make trusted information and menopause-friendly products easier to find as part of the everyday shop,” she says.

“By bringing the MTick to Coles, customers will be able to more easily identify certified products across everyday categories, from skincare and personal care to vitamins and oral health. 

“We’re proud to be the first Australian supermarket to take this step and to help make women’s health more visible and accessible, both in store and online.”

Empowering women

GenM co-founder and CEO Heather Jackson says, when she founded GenM, she had a vision to help women better understand their menopause journey and make it easier to find the information, support, and trusted products they need.

“By raising awareness of the 48 recognised signs of the menopause and increasing visibility of menopause-friendly, MTick-certified support, we can empower women to make informed choices with confidence. It’s not about curing menopause but supporting women to live their best experience,” she says.

“Coles joining the GenM Collective is a significant milestone, not just for us, but for the 4.5 million menopausal women in Australia. Their commitment shows what’s possible when a leading retailer recognises its role to play in better serving the menopausal woman. 

“We’ve had an overwhelmingly positive response from women across the UK, and we’re so thrilled to have the opportunity to bring that same support to Australian women.

“Having a grocer as large and influential as Coles joining our mission to make menopause support more visible, more accessible and more inclusive than ever before is a dream come true. Together, we’re empowering women everywhere to live their best menopause and to search, source, and shop for menopause-friendly products with confidence.”