Coles already offers products that support perimenopause and menopause.
Bone health supplements, as well as products supporting sleep, hydration, gut health, magnesium, and products supporting general aging and women’s health, are commonly purchased in Coles, according to the supermarket retailer.
“Customers are increasingly looking for support across key need states including sleep, stress management, hydration, healthy ageing, gut health and overall wellbeing,” Kate O’Connor, Coles business category manager, Health, Beauty & Baby, said in response to NutraIngredients’ queries.
At the same time, consumers are also seeking trusted information and easier navigation of available solutions, she noted.
By partnering with MTick, menopause support products will be more easily identified on shelves, in turn, giving customers more confidence in their selection.
“The MTick will be used across a wide range of products that may support women through perimenopause and menopause, including vitamins and supplements, skincare, personal care and wellness products,” she said. “Examples include products that support sleep, bone health, hydration, gut health, skin & dental health, as well as overall wellbeing. The range will continue to evolve as more products achieve MTick certification.”
MTick is a certification program for menopause-friendly products run by UK-based GenM. Certified products can be identified by the MTick symbol on the product packaging. To be certified, products have to demonstrate how they can help support one or more of the 48 signs of menopause.
Pharmacy chain TerryWhite Chemmart is the other Australian retailer that is selling MTick-certified products. In other parts of Asia Pacific, MTick-certified products are also slated to be sold in Singapore, Indonesia, Malaysia, Hong Kong and Macau by health and wellness retailers Guardian and Mannings.
“Menopause impacts millions of Australian women, yet many customers tell us the category can be complex, confusing and difficult to navigate. Through our partnership with Gen M, we’re working to help address this challenge by making menopause-support products easier to identify and shop,” she said.
MTick-certified products will be launched on an online menopause hub in Coles from early 2027, followed by in-store. More than 200 MTick-certified products will be available. Examples of MTick-certified Australian supplement brands are probiotic brand Lifespace, Swisse and Mineralyte.
Supermarkets’ role
Supplements are usually purchased in pharmacies but Coles believes that supermarkets, being one of the most accessible retail destinations, could allow consumers convenient access to wellness products as part of their regular grocery shop.
“Through initiatives such as the MTick, Coles aims to make it easier for customers to discover and access relevant products while completing their weekly shop,” said O’Connor.
While supermarkets can play a role, they are not meant to replace pharmacies.
“Rather than replacing the role of pharmacies, we see our role as complementing the broader health ecosystem by improving awareness, accessibility, value and convenience for customers seeking menopause-support solutions,” she added.
The grocery channel has become one of the go-to channels for supplement brands in recent years. Some brands, such as Renovatio, have launched products in the channel as they noticed that consumers have been purchasing supplements as part of their grocery shopping. Big value packs are examples of supplements that consumers would buy in supermarkets.
How supplements support women through perimenopause and menopause, spanning bone health, sleep, gut health and healthy ageing, sits squarely within the questions being explored at Nutra Healthspan Summit 2026.
