Waitrose has changed the signage in its period products aisles from "feminine hygiene" to the gender-neutral term "period care." The decision follows internal discussions and external criticism regarding the inclusivity of the previous terminology.
An internal Q&A session prior to Pride month reportedly highlighted that "not all people who have periods are women," citing trans men and some non-binary individuals who menstruate. The feedback suggested that the term "feminine care" did not accurately reflect the products and that everyday language should align with inclusivity beyond annual Pride observances.
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 product category and should be updated. The supermarket's website now lists these items under "intimate care."
Waitrose stated that the change was made because "'feminine products' no longer reflects the product range, which now includes incontinence pads for men."
The move aligns Waitrose with a broader trend of organizations adopting gender-neutral language for menstruation and reproductive health. For instance, the 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."