ASDA has divided opinion by changing the name of its ‘feminine hygiene’ section in stores across the UK to ‘period products’.
The change to the section where tampons, pads and panty liners are stocked is designed to ‘remove stigma’ surrounding periods and associated products, according to the retailer.
The move has won praise from shoppers and campaigners, who agree that ditching ‘hygiene’ removes the suggestion that periods are something to be ashamed of.
Even the Royal College of Obstetricians and Gynaecologists praised the move on Twitter, saying: ‘We welcome Asda’s move away from the term “hygiene” when talking about period products. Periods are not dirty or unhygienic, they are normal and natural and we would urge more retailers to do the same.’
However, others disputed the removal of the word ‘feminine’, insisting that only women can have periods and accusing the retailer of pandering to ‘more woke nonsense’.
UK supermarket chain ASDA has changed the aisle signs in its stores from ‘feminine hygiene’ to ‘period products’
ASDA has also recently announced a reduction in price of the morning after pill in stores and online to just £9.89 to support those who need access to this medication
The move comes after a string of controversies over the removal of words that refer to women when describing period products.
In July 2021, shoppers called for a boycott of the period pants brand Modibodi for using the term ‘menstruating person’ instead of ‘woman’ in a ‘damaging and offensive’ social media post.
And in September 2020, shoppers ridiculed ‘woke’ Superdrug after it launched sanitary products for ‘people who menstruate’ because the word woman ‘is not inclusive enough’.
The £3.99 ‘Luna’ brand was the first sold by the high street store to adopt more inclusive language on its packaging.
Asda has been accused of ‘woke nonsense’ by online critics for removing the word ‘feminine’ from the signs on its period products aisle
A month later, Tampax faced a backlash online after saying that ‘not all people with periods are women’.
The tampon company tweeted in support of transgender people, saying: ‘Fact: Not all women have periods. Also a fact: Not all people with periods are women. Let’s celebrate the diversity of all people who bleed. #mythbusting #periodtruths #transisbeautiful.’
Some feminists online accused Tampax’s owner, Procter & Gamble, of ‘erasing’ women with their message.
Similarly, Asda’s move was criticised by some social media commentators, with one writing: ‘More woke nosnsense’.
Another wrote: ‘I cannot roll my eyes hard enough. The most female thing in the world is having periods. Only women have periods.’
However, the move received an overwhelmingly positive reaction on social media, with many praising the retailer for making the change.
One user wrote online: ‘Thank you and a massive shout out to @asda for leading the way in changing the language around menstruation. Sanitary hygiene or feminine hygiene suggests menstrual products are for something dirty. Time to change the language.’
Another commented: ‘We’re nearly there with accurately named period products at my local @asda.’
The majority of commenters supported the move, with most pointing out that the word ‘hygiene’ has negative connontations and contributes to a feeling of shame around periods
A third added: ‘Use language we all understand! Goodbye ‘feminine hygiene’ hello ‘period products’. Nice one Asda!’
The reason for the much-needed change? One person explained: ‘Feminine hygiene also sounds really clinical and that having a period is dirty!’
Another agreed saying: ‘Words like ‘sanitary’ and ‘feminine hygiene’ imply that periods are dirty – contributing to construct that periods are something to be shameful about, never discussed, hidden away.’
One user commented: ‘It is crucial that we start having open conversations about feminine hygiene and break the stigma that periods are a dirty subject. It is important to talk about how we are not be ashamed to be among people who menstruate.’
UK-based period charity Binti says: ‘We wholeheartedly thank Asda for renaming their aisles with Period Products.
‘How civilised! Call them what they are.
‘Don’t worry the men might ignore the aisle for now, but it’s gender friendly and completely on point. Asda is Bloody leading the way!’
The charity said that it hopes other retailers will follow suit with ‘Morrisons who work with Binti International’ to provide free period products to anyone that needs them.
An ASDA spokesperson commented: ‘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.’
ASDA has also recently announced a reduction in price of the morning after pill in stores and online to just £9.89 to support those who need access to this medication.
