Asda Scraps 'Feminine Care' For 'Period Products' In Inclusive Move
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Asda Scraps 'Feminine Care' For 'Period Products' In Inclusive Move

Rachael Grealish March 4, 2022

Asda has been praised as it scraps the name ‘feminine care’ to ‘period products’ in an inclusive and stigma-reducing move – with some shoppers saying ‘it’s about bloody time’.

The retailer says the change comes as they attempt to ‘better reflect shoppers’ attitudes’ and remove the stigma from periods still faced today.

A spokesperson for Asda said: “We’re proud to have made this change in our stores to better reflect shoppers’ attitudes around period products. 

“These items are an essential part of the shop for so many, so this change in wording helps us move towards removing the stigma from periods and period products.”

As for Asda shoppers? Well, they seem to be thrilled with the update and many took to Twitter to express their approval and one person even said it was ‘about bloody time’ with the pun thoroughly intended there.

Others have talked about how the change is much more inclusive to all people who menstruate and helps tackle the stigma against periods.

One Twitter user called the change ‘amazing’, claiming the term ‘feminine care’ is outdated and ‘belongs in 1822, not 2022’ as she called out other retailers to follow Asda’s lead.

Superdrug spoke to The Independent on the matter explaining they have already made a move towards more inclusivity as it’s something they ‘passionately support’.

A spokesperson for Superdrug said: “We passionately support any moves to make shopping for period products as inclusive as possible, which is why we were proud to lead the high-street on introducing inclusive language on our Luna range of own-brand period products in 2020.

“In our stores, you’ll find period products listed under ‘personal hygiene’ rather than ‘feminine hygiene’, and our period products are listed online under ‘menstrual care’, reflecting all those who menstruate.

“We continue to look for ways to increase inclusivity in our online and in-store shopping experience and our teams are listening and responding to our customers all the time.”

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Rachael is the Senior Content Editor at Freshered. She is NCTJ qualified with an MA in journalism. Rachael has almost ten years experience as a journalist in regional, national and international press and is passionate about creating engaging content.