New Zealand supermarket chain becomes first to use 'period' label on menstrual products

Shoppers at NZ supermarket chain Countdown will no longer see euphemistic language like sanitary' to describe pads, tampons and menstrual cups

Shoppers at a New Zealand supermarket chain will no longer see euphemistic language like sanitary" or feminine hygiene" products to describe pads, tampons and menstrual cups after the chain said it would be the first in the world to use the word period" to describe the items.

No other local or international retailer used the word period" to describe the products shoppers buy for menstruation, according to a spokesperson for Countdown, a major supermarket chain in New Zealand that operates 180 stores.