Sainsbury’s and Mountain Warehouse back campaign to scrap period underwear tax

Sainsbury’s and Mountain Warehouse have become the latest retailers to back a campaign started by Marks and Spencer to remove a 20 per cent VAT tax on period underwear.

Both retailers have promised to pass on the cost saving to customers if VAT is removed. Earthwise – a reusable period product business – has also put its name to the campaign.

The government removed the tax on sanitary products in 2021 but period pants are classed as garments and therefore eligible for tax.

The move follows the news that Tesco and Primark are also supporting the campaign.

Earlier this week, Tesco became the first supermarket to absorb the cost of VAT on its own brand period underwear products.

Marks and Spencer has also announced that it will cover the cost of VAT across its period underwear range.

Over 26,000 people have signed the petition since it launched and now requires a response from the government.

“We want our customers to be empowered by freedom of choice in the types of period products they use and for many, price can be a barrier,” said Christine Kasoulis, clothing, home and furniture director at Sainsbury’s. “Period pants are an innovative and sustainable solution, and we stand with M&S and WUKA against the unfair price premium currently in place.

“We are committed to being a truly inclusive retailer and are always looking to do the right thing for our customers and colleagues.”  

    Share Story:

Recent Stories


The Very Group
The Very Group transformed range and assortment planning using Board.

Watch the full video

Smarter merchandise planning across the retail value chain
In this webinar, Matt Hopkins, Head of Retail Solutions, Board, Catherine Tooke, SVP Product & Planning, Sweaty Betty, and Subir Gupta, Managing Principal, Thought Provoking Consulting join Retail Systems Editor Jonathan Easton to discuss the findings of the recent Retail Systems report The Merchandise Planning Challenge: How are retailers harnessing technology to optimise planning and retain customers? and examine the innovations that are improving retail planning.