We're accustomed to supermarkets stepping up to assist female shoppers, but Morrisons has become the first in the UK to introduce a new provision specifically for men. The retailer has revealed it's installing sanitary bins across all male customer toilets in every one of its 500 UK stores.

In an effort to support men living with incontinence, the rollout comes after customer feedback was shared with the supermarket and builds upon Morrisons' introduction of stoma-friendly toilets across its stores in March.

By implementing this change, it has become the first UK supermarket to comply with 'The Bog Standard' guidelines, set out by phs Group and Prostate Cancer UK, which aim to educate organisations on providing support for men with incontinence, especially those who have received life-saving prostate cancer treatment.

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David Scott, corporate affairs director at Morrisons, said: "We are proud to be the first supermarket to meet The Bog Standard guidelines in every one of our stores. By listening to our customers and working closely with both organisations, we recognise the challenges many men face when living with incontinence."

"Providing appropriate facilities across all Morrisons stores is an important step in helping customers feel more confident and supported when out and about, while also improving access to suitable facilities nationwide." One in eight men will develop prostate cancer, with the risk doubling to one in four if you're Black. Following a radical prostatectomy, which removes the prostate and the prostate cancer cells inside it, over 60% of men report experiencing urinary incontinence.

The rollout also follows on from the 'Dispose with Dignity' campaign, launched by phs Group in partnership with Prostate Cancer UK, which seeks to enhance access to sanitary disposal facilities for men living with incontinence.

Matthew Brabin, CEO of phs Group said: "We developed our male incontinence bins at the request of men who have experienced prostate cancer, and we are proud to be the only organisation to develop sanitary bins for men, in consultation with Prostate Cancer UK supporters.

"We thank Morrisons for leading the way in its sector by installing bins in every supermarket across the UK, and we hope other household names will follow to support men living with incontinence. It is unfair that men miss out on everyday activities because a simple sanitary bin is not available in a toilet cubicle. That is what we set out to change, and that is what Morrisons is changing today." Nick Ridgman, head of support services at Prostate Cancer UK, commented on the rollout: "Many men need sanitary bins so they can dispose of their used pads discreetly and hygienically – but often these bins are nowhere to be found in men's loos. It's causing men stress and shame and keeping them from going out, heading to work or even doing the things they love.

"Morrisons is making its stores more welcoming and accessible for every employee/customer and hope other companies will follow. We wholeheartedly support the Dispose with Dignity initiative and hope to see the UK government supporting our call to change HSE guidance. This is the only way we can ensure men will have access to a male sanitary bin if they're using toilets in public spaces."

The sanitary bin rollout comes shortly after Morrisons made headlines last week by featuring cancer awareness messaging on select lines of its own-brand bath and shower products. Working alongside the NHS, the supermarket giant launched a new range of bath and shower products carrying messages such as "Be body aware" and "Know the signs of cancer", urging shoppers to remain vigilant for lumps, skin changes and unexplained bruising on their bodies.

The latest initiative follows Morrisons' introduction of Sensory Support Boxes across all of its stores last year, aimed at helping shoppers living with autism.