Coles will introduce MTick menopause certification across more than 200 items in Australian stores and online, partnering with advocacy group GenM to standardise product labelling for midlife women.

The agreement covers food, skincare, personal care and dietary supplements across an Australian market where GenM estimates 4.5 million women currently navigate perimenopause and menopause.

Implementation begins with an online educational hub before purple MTick identifiers appear on physical shelves and digital storefronts early next year. The accreditation scheme checks products against 48 recognized symptoms of menopause, including sleep disruption, skin alterations, dry eyes, cognitive fatigue and intimate health needs.

Physical stores will install dedicated point-of-sale badging to help consumers spot qualifying inventory quickly during routine grocery trips. Online, Coles will index qualifying lines into dedicated search filters linked to informational guides detailing common physiological transitions.

GenM manages the certification process, vetting third-party formulations against ingredient standards and consumer testing guidelines before clearing items to display the purple symbol. Brand owners pay verification fees directly to the standard holder to qualify individual product lines for placement.

British grocers and pharmacies created the template that Coles is now transplanting into the southern hemisphere. Retailers including Tesco, Asda, Sainsbury’s and health-and-beauty chain Boots already display MTick iconography across an international inventory pool exceeding 4,000 certified stock-keeping units.

For Australian retail operators, category tagging creates margin opportunities in aisles that historically functioned as low-margin convenience stops. Supermarkets can capture wellness revenue by aggregating high-margin items such as targeted serums, magnesium formulations and sleep supplements into visible health sub-categories.

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