Morrisons has made history by becoming the first major supermarket chain to roll out a new toilet policy across its UK stores. The retailer, which operates just under 500 sites nationwide, has confirmed the installation of male sanitary bins in customer toilets throughout all its branches.

With this move, Morrisons claims to be the first supermarket to meet “The Bog Standard” criteria, established by phs Group and Prostate Cancer UK to assist organisations in providing essential support for men experiencing incontinence, including many who have undergone life-saving prostate cancer treatment. The supermarket says the changes were prompted by customer feedback, “alongside its broader commitment to continuously improving accessibility and inclusive facilities for all customers”.

The announcement has been met with widespread praise from shoppers online, with many expressing the same sentiment – “well done” to Morrisons.

One customer wrote: “My father needed such facilities after having a stoma for stage 4 bowel cancer, it used to be really hard to find the facilities needed. Well done Morrisons.”

While another added: “At last, a sensible move. In Morrisons, Bridport, a desperate guy used to put his incontinence pad down the loo. It was blocked for two days at a time. So good thinking at last.”

Another shopper commented: “As I have bladder cancer, can only say well done Morrisons. The fact you are making this facility available is a tribute to you.”

While someone else wrote: “A small move which will improve the lives of many. Well done Morrisons.”

The initiative does not apply to the retailer’s convenience stores, as toilet facilities are not available in all Morrisons Daily branches.

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.”

Nick Ridgman, Head of Support Services at Prostate Cancer UK, said: “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 we 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 development follows Morrisons’ introduction of stoma-friendly toilets throughout all its supermarkets in March. The retailer has also launched new NHS messaging on its own-brand bath and shower products to help more people spot potential cancer symptoms at the earliest stage – both measures thought to be industry firsts for a supermarket.

Prior to these initiatives, Morrisons introduced Sensory Support Boxes, created in partnership with the National Autistic Society, aimed at enhancing the shopping experience for customers with autism.