Waitrose has bowed to pressure from the trans lobby and axed the word 'feminine' from its period products aisle signs.

The chain announced plans to reword its sanitary hygiene signs to the gender-neutral term 'period care' after receiving criticism that 'not all people who have periods are women'.

But the supermarket will still have signage for a 'men's toiletries' section. Critics have accused the supermarket giant of 'erasing womanhood'. 

Gender critical campaigner and Tory councillor James Esses called the plans 'disgraceful'.

The move came after managers at an internal Q&A session before Pride month in June were told: 'Not all people who have periods are women. Trans men and some non-binary people have periods.

'Inclusion isn't just about rainbow logos once a year. It's also about the language we use every day. 

'That's why I find it disappointing we still use the term "feminine care" on internal systems and labels when referring to sanitary products.' 

Jo Skelton, a trading manager for Waitrose health and beauty, said: 'I agree the term "feminine care" does not accurately describe the products within the category and that this should be changed.'

The firm's website now lists feminine hygiene products as 'intimate care' products.

It has become one of a number of organisations to adopt gender-neutral language with reference to menstruation and reproductive health.

The high-street health and beauty retailer, Superdrug, released a gender-neutral range of menstruation products in 2024.

A Waitrose spokesman said: 'We're changing the name simply because 'feminine products' no longer reflects the product range, which now includes incontinence pads for men.'