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Menstruation costs £20,359 a lifetime, sparking calls for Government action

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A new report by Clue has revealed the ‘Cost of Bleeding’ – a deep dive into the true cost of menstruation and the impact of related expenses adding up year after year.

The consumer research reveals that, on average, respondents spend an estimated £41 on their cycle each month, amounting to an astounding £20,359 across a 38-year menstrual lifetime.

On the back of the report, Clue has joined forces with media personality and women’s health advocate Ashley James to raise awareness of the Cost of Bleeding as part of its commitment to health equity.

Together, they are petitioning the Government to make period products free in England.

James said: “It is shocking that in this day and age that the simple biological reality of having a period comes with such a heavy price tag.

“Clue’s ‘Cost of Bleeding’ research shows that this isn’t just about the price of a box of tampons; it’s about recognising and understanding the hidden costs in stained clothes, pain management and the mental toll of managing these costs every single month.

“I’m proud to partner with Clue in campaigning for free access to period products in England – this shouldn’t be a luxury, it’s essential.”

Period products alone account for an average of £18 per month, the report found, but the total figure extends far beyond the essentials, revealing hidden costs incurred for pain relief, cleaning, clothing and even depleted productivity.

£142 per year is spent on symptom relief including painkillers, supplements and hot water bottles – adding £5,389 across a lifetime – while 27 per cent of respondents pay for private healthcare to manage conditions such as PCOS or endometriosis.

37 per cent of respondents have struggled to afford period products, with two in five (39 per cent) cutting back on essentials like food, bills or transport to pay for them.

What’s more, nearly 40 per cent have used “non-period” alternatives such as tissues or wipes in place of pads due to the cost.

Additionally, an average of £126 per year is spent replacing stained clothing, with 56 per cent also replacing bedding – adding £1,295 across a lifetime.

Furthermore, 79 per cent of respondents spend on emergency or ‘just in case’ supplies, including overpriced convenience items or emergency taxis after leaks.

The ‘Cost of Bleeding’ extends beyond personal finances, too.

44 per cent of those in employment said it “got in the way of doing their job”, while a further 41 per cent have missed a partial or full day of work in the last year due to menstrual symptoms.

Some experience a toll on mental health and wellbeing, with more than a third (36 per cent) agreeing the cost of managing their period is a direct source of stress and anxiety.

The anxiety is compounded by the economic climate; three quarters (75 per cent) of respondents feel the financial burden of women’s health needs has increased significantly in the last five years.

Amid the ongoing cost-of-living crisis, 82 per cent want period products to be free and more widely accessible in UK schools, universities and workplaces, while 67 per cent believe the cost of menstruation is not discussed enough.

Rhiannon White, CEO at Clue said: “Clue exists to help people understand and advocate for their bodies. Addressing the ‘Cost of Bleeding’ is a critical step in our mission to close the women’s health gap and ensure equity for women and people with cycles.

“We have always used our platform, and responsibility as a brand, to advocate for systemic change, and will continue to use our voice to speak out on behalf of issues that women face today, in a bid to fulfil our mission – of enabling a world where women live better.

“We encourage all men, women and people with cycles to sign the petition.”

As well as campaigning for long-term action, Clue is taking immediate steps by offering free Clue Plus subscriptions to all petition signatories.

Clue Plus provides access to evidence-based health insights, enhanced features, advanced analysis, and additional content and modes.

Clue Plus subscribers also get exclusive discounts via a number of Clue’s period care partners.

Sign the petition at Change.org, and visit helloclue.com to unlock your free Clue Plus subscription (valid for 12 months).

Fertility

Genetic carrier screening before pregnancy: What to know

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Article produced in association with London Pregnancy Clinic and Jeen Health

For the majority of couples planning a pregnancy, genetic testing is not something they think about until a problem arises.

Pre-conception genetic carrier screening challenges this approach by identifying risk before pregnancy begins.

As panel sizes have grown and at-home testing options have become widely available, carrier screening is transitioning from a niche clinical referral into a mainstream component of reproductive planning.

What Carrier Screening Tests For

Being a carrier of a genetic condition means carrying one copy of a variant in a gene associated with that condition, without being affected by it.

In most cases, carriers are entirely unaware of their status.

The clinical significance of carrier status emerges when both members of a couple carry a variant in the same gene: in this scenario, each pregnancy carries a one in four chance of resulting in a child who inherits two copies of the variant and is affected by the condition.

The conditions most frequently included in expanded carrier screening panels include cystic fibrosis, spinal muscular atrophy (SMA), fragile X syndrome, sickle cell disease, and a range of metabolic and enzyme deficiency disorders.

The Beacon 787 carrier test, offered by Jeen Health, screens for 787 conditions from a single sample, making it one of the most comprehensive panels currently available to UK families.

Who Is Most Likely to Benefit

Any couple planning a pregnancy can consider carrier screening. It is particularly relevant for:

  • Couples with a family history of a known inherited condition
  • Those from populations with higher carrier frequencies for specific conditions, including Ashkenazi Jewish, South Asian and African communities
  • Couples pursuing fertility treatment, where genetic information informs treatment planning
  • Those who wish to have the most complete picture of their reproductive health before conception

Importantly, being a carrier of a condition does not mean a child will be affected. It means there is a defined statistical risk that can be quantified, discussed and planned for with appropriate clinical support.

How the Test Is Performed

Carrier screening is typically carried out on a blood or saliva sample.

For at-home options such as the testing offered by Jeen Health, a cheek swab collection kit is dispatched to the patient, the sample is returned by post, and results are delivered digitally within a defined turnaround period.

In-clinic carrier testing may use a blood draw and provides the advantage of immediate access to a clinical consultation at the point of result delivery.

London Pregnancy Clinic offers genetics counselling through its partnership with Jeen Health, allowing couples to receive and contextualise carrier test results with expert support.

Genetic counselling before and after testing is recommended by Genomics England as a standard component of any genomic testing pathway.

What Happens If Both Partners Are Carriers

If both partners are identified as carriers for the same autosomal recessive condition, they are typically offered further counselling to discuss their options.

These may include proceeding naturally with an awareness of the risk, using prenatal diagnosis (CVS or amniocentesis) during pregnancy to test the fetus, or pursuing preimplantation genetic testing (PGT) in the context of IVF, which allows unaffected embryos to be selected before transfer.

The purpose of identifying carrier status before pregnancy is to give couples time to consider these options without the added pressure of an ongoing pregnancy.

Knowledge of carrier status does not remove reproductive choices; it expands the information available when making them.

The Role of Pre-Conception Services

Carrier screening sits within a broader category of pre-conception care that includes fertility assessments, general health optimisation and, where relevant, management of existing conditions before pregnancy begins.

London Pregnancy Clinic offers pre-conception services encompassing fertility investigations, genetics counselling and carrier testing as part of an integrated 0th trimester approach, allowing couples to address genetic and clinical risk factors before their pregnancy starts rather than after.

Disclaimer: This article is produced for informational purposes only and does not constitute medical advice, diagnosis or treatment.

Clinical guidance referenced reflects published NHS, NICE and RCOG standards as at March 2026. Individual circumstances vary; readers are advised to consult a qualified healthcare professional before acting on any information in this article.

This piece was produced in association with London Pregnancy Clinic and Jeen Health, which provided background clinical information for editorial purposes.

Hyperlinks to external sources are included for reference only and do not represent an endorsement of any product, service or organisation.

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Fertility clinic named London finalist in UK StartUp Awards

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A London-based fertility clinic has been shortlisted for a startup award.

Plan Your Baby was shortlisted as a London finalist for Innovative Startup of the Year at the UK StartUp Awards.

Plan Your Baby is a new generation fertility and pregnancy telehealth clinic that provides fertility treatment and and-to-end pregnancy clinical monitoring and psychological support.

The company said on LinkedIn: “Being recognised in a city as competitive as London is meaningful for our team. 

“The award is judged by industry experts and reflects the growing need for fertility care that is structured, transparent, and centred around the patient.

“Many people come to us looking for clarity in what can often feel like a complex process. 

“Our focus has been to make each step easier to understand and easier to access.”

Plan Your Baby founder Marija Skujina was inspired to launch the company after working at the highest level in private fertility clinics and realising the impact that the traditional approach to fertility treatment was having on clients.

She told Femtech World in a 2023 interview: ““Fertility support is not just a medical procedure, it’s physical, mental, and emotional too.

“That’s why I launched Plan Your Baby: to help parents conceive in a fully supported and holistic manner.”

The UK StartUp Awards aim to ‘recognise the achievements of amazing individuals who have had a great idea, spotted the opportunity and taken the risks to launch a new product or service.’

If selected as the regional winner, Plan Your Baby will go on to the national final at Ideas Fest this September.

Previous winners include Magic AI, makers of a wall-mounted AI fitness mirror that acts as a personal trainer, and EnsiliTech, a medtech startup developing innovative health technology solutions at the intersection of engineering and healthcare.

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Future Fertility partners with Japan’s leading IVF provider, Kato Ladies Clinic

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Future Fertility, a Toronto-based health technology company specialising in AI-powered fertility insights, has entered the Japanese market through a new commercial partnership with Kato Ladies Clinic — a globally recognised leader in IVF research and advancing clinical fertility care.

The collaboration marks Future Fertility’s first partnership in Japan and reflects growing global demand for technologies that bring greater objectivity and personalisation to fertility care.

Kato Ladies Clinic will integrate the company’s AI-powered oocyte (egg) quality assessment tools into its clinical workflows, with the aim of supporting more informed treatment planning and patient counselling across IVF and egg freezing cycles.

“At Kato Ladies Clinic, we are committed to advancing fertility care through innovation while maintaining a strong focus on individualised, patient-centred treatment,” said Keiichi Kato, chief executive officer.

“Partnering with Future Fertility enables us to integrate objective, data-driven insights into our clinical approach and better support our patients in making informed decisions.”

Future Fertility’s platform analyses images of oocytes using artificial intelligence trained and validated on a dataset of more than 650,000 unique oocyte images.

The technology is already in use at more than 300 clinics across more than 35 countries, helping clinicians better understand the developmental potential of individual eggs and provide patients with more personalised insight earlier in their treatment journey.

From Research Collaboration to Clinical Adoption

The partnership between Future Fertility and Kato Ladies Clinic began as a scientific research collaboration in 2024, marking the first use of AI-powered oocyte quality assessment in Japan.

The collaboration not only validated the technology in a new patient population and across diverse clinical protocols — including minimal stimulation cycles —but also resulted in a peer-reviewed publication in Reproductive BioMedicine Online (RBMO) and a poster abstract presentation at ESHRE 2025.

The joint research explored how AI-derived oocyte quality scores relate to early embryonic development and overall treatment outcomes. In a retrospective study conducted at Kato Ladies Clinic, researchers analysed nearly 2,800 mature oocytes across more than 1,300 ICSI cycles, linking image-based assessments of egg quality to key developmental milestones.

The study demonstrated that lower AI scores were associated with reduced fertilization rates, delays, and abnormalities in early embryo development, increased developmental errors, and lower-quality blastocyst formation.

Notably, the researchers also found that cumulative oocyte scores were a stronger predictor of live birth outcomes than the number of eggs retrieved — underscoring the importance of assessing egg quality alongside quantity.

“Our collaboration with Future Fertility has demonstrated how artificial intelligence can uncover meaningful biological differences between oocytes that were previously difficult to quantify,” said Kenji Ezoe, senior scientist.

“Bringing this technology into routine clinical use is an important step toward translating research into improved patient outcomes.”

Future Fertility’s VP of clinical embryology & scientific operations, Jullin Fjeldstad, noted that the findings provide important clinical validation.

“Our joint research with Kato Ladies Clinic has shown how AI-based oocyte assessment can be directly linked to numerous embryo development outcomes, from fertilization through early developmental milestones and blastocyst formation,” she said.

“We are excited to see this work translated into clinical practice.”

Growing Demand for Fertility Care in Japan

The partnership comes at a time when demand for fertility treatment in Japan continues to rise.

The country performs over 450,000 fertility treatment cycles annually, making it one of the largest markets globally. Delayed childbearing and evolving societal trends have also contributed to increasing interest in egg freezing.

As patients seek more clarity and personalization in their care, tools that provide earlier insight into reproductive potential are gaining traction.

“Entering the Japanese market with a partner like Kato Ladies Clinic is a significant step forward for our global commercial strategy,” said Rafael Gonzalez, Future Fertility’s VP of global sales & strategy.

“It reflects the growing demand for technologies that support more transparent, data-driven fertility care across diverse healthcare systems.”

Expanding a Global Footprint

Founded in 1993, Kato Ladies Clinic is known for its pioneering work in natural and minimal stimulation IVF and has long been a leader in clinical innovation in Japan.

For Future Fertility, the partnership represents both a geographic expansion and a continuation of its broader mission to bring AI-driven insights into routine fertility care.

“We are proud to partner with Kato Ladies Clinic, a globally respected leader in IVF and a pioneer in reproductive medicine in Japan,” said Future Fertility’s CEO, Christy Prada.

“This partnership represents an important milestone as we expand into Asia and continue our mission to bring objective, personalised insights into fertility care worldwide.”

Future Fertility develops AI-powered tools designed to generate personalised insights across the fertility journey.

Its flagship oocyte assessment technologies analyse egg images to provide objective, individualised measures of egg quality, supporting treatment planning, patient counselling, and clinical decision-making in egg freezing and IVF, while also enabling more data-driven approaches to donor egg distribution and quality assurance.

As fertility care continues to evolve, collaborations like this one are helping shape a new standard — one that emphasises earlier insight, greater transparency, and more personalised decision-making for patients navigating increasingly complex reproductive journeys.

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