Morrisons has become the first grocery chain to introduce a new toilet rule across all of its hundreds of supermarkets in the UK. The retailer, which has just under 500 stores across the country, has just announced the nationwide installation of male sanitary bins in customer toilets across every one of its supermarkets.

By doing so, it says it has become the first supermarket to meet “The Bog Standard” guidelines, designed by phs Group and Prostate Cancer UK to educate organisations on providing essential support for men with incontinence, which includes many who have had life-saving prostate cancer treatment. Morrisons says it set its sights on the rollout following customer feedback, “alongside its broader commitment to continuously improving accessibility and inclusive facilities for all customers”.

It previously introduced stoma-friendly toilets across all its supermarkets in March this year, as well as new NHS messaging on its own-brand bath and shower products to help more people spot possible cancer symptoms as early as possible – both of which were said to be supermarket firsts.

Before that, the brand also introduced Sensory Support Boxes developed in consultation with the National Autistic Society in stores to improve the shopping experience of those with autism. One in eight men will get prostate cancer, and your risk doubles to one in four if you’re Black, Morrisons says.

However, it can be curable if found early, so early diagnosis is key. As many as 60% of men who have a radical prostatectomy [the surgical removal of the whole prostate and the prostate cancer cells inside it] may experience urinary incontinence.

But Morrisons says suitable disposal facilities in public male toilets continue to be limited, causing men to miss out on everyday activities.

The roll out doesn’t apply to its convenience stores, as not all Morrisons Dailys have toilets.

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 Health and Safety Executive (HSE) have been approached for comment.