**UK Retailer Waitrose Rebrands ‘Feminine Care’ Section Following Inclusivity Complaint**
In a move reflecting ongoing discussions surrounding gender inclusivity, British supermarket chain Waitrose has announced the rebranding of its ‘feminine care’ section. This decision comes after an internal complaint highlighted concerns that the term was not inclusive of transgender and non-binary individuals.
The complaint, reportedly made by a Waitrose employee, argued that the label implied the products were exclusively for women. The employee expressed disappointment, stating that “not all people who have periods are women,” and emphasized the importance of inclusivity in product labeling. This perspective aligns with a broader conversation about gender identity and representation in retail spaces.
In response to the complaint, Waitrose acknowledged that the term ‘feminine care’ no longer accurately represented its product range, which now includes incontinence products for men. A manager from the retailer indicated that the company would update the category name “as soon as possible.”
The decision has sparked a range of reactions. James Esses, a gender-critical campaigner and Conservative councillor, criticized the move, labeling it as “disgraceful” and suggesting it undermines the recognition of womanhood. He argued that the change was a concession to a vocal minority of gender activists.
Fiona McAnena, director of advocacy at the campaign group Sex Matters, also weighed in on the issue. She suggested that while renaming the category to a more neutral term like “sanitary products” could be reasonable, completely abandoning the term ‘feminine care’ overlooks public sentiment. McAnena asserted that menstruation is an experience exclusive to women and girls, a fact she believes remains unchanged regardless of societal debates.
This rebranding initiative at Waitrose is part of a larger discourse in the UK regarding sex-based language and the inclusion of transgender individuals. The UK Supreme Court's ruling last year clarified that legal definitions of ‘woman’, ‘man’, and ‘sex’ pertain to biological sex. This has led various public bodies, employers, and businesses to reassess their policies on single-sex spaces and the language they use.
Waitrose is not a stranger to controversy surrounding gender-related branding. The retailer previously faced backlash for selling a gender-neutral Mother’s Day card that read “Happy You Day,” which was intended to be inclusive of transgender mothers and grandmothers.
As the conversation around gender identity and inclusivity continues to evolve, retailers like Waitrose are navigating the complexities of language and representation in their marketing and product offerings. The decision to rebrand the ‘feminine care’ section reflects an attempt to adapt to changing societal norms while also addressing internal feedback.