Waitrose, an upmarket supermarket chain in the United Kingdom, has removed the word 'feminine' from its period product aisle signs, opting for the gender-neutral term 'period care.' This change comes after criticism that the previous signage did not acknowledge that not all individuals who menstruate are women.
The supermarket announced the decision to reword its sanitary hygiene signs following internal discussions. Managers were informed that "not all people who have periods are women. Trans men and some non-binary people have periods." The feedback emphasized that "inclusion isn't just about rainbow logos once a year. It's also about the language we use every day."
Jo Skelton, a trading manager for Waitrose health and beauty, agreed with the sentiment, stating that the term "feminine care" did not accurately describe the products within the category and should be changed. The firm's website now lists these products under 'intimate care.'
Waitrose stated that the name change reflects the evolving product range, which now includes incontinence pads for men. This move aligns Waitrose with other organizations that have adopted gender-neutral language in discussions around menstruation and reproductive health. For instance, the high-street retailer Superdrug released a gender-neutral range of menstruation products in 2024.
The decision has drawn criticism from some, including gender-critical campaigner and Tory councillor James Esses, who called the plans 'disgraceful' and accused the supermarket of 'erasing womanhood.' However, the supermarket will continue to use signage for a 'men's toiletries' section.