A US study has highlighted the price difference male and female consumers face when buying similar items. Personal care products had the greatest difference between prices of the five sectors surveyed, with consumers charged an average of 13% more for female-specific products.
The study was conducted by the New York City Department of Consumer Affairs (DCA) and looked at products that have similar male and female versions. The products chosen were all close in branding, ingredients, appearance and packaging. Prices observed were taken from a selection of stores based on the dominance of a number of retailers in the US market including CVS, Walgreens and Rite Aid. The DCA surveyed products from top brands as well as private label products.
The aim of the study was to determine the frequency and extent to which female consumers face higher prices than male consumers when buying similar products. Because these products are purchased more frequently than many other goods, the DCA said this amounted to a “significant financial burden” for women over the course of a lifetime.
The study found that hair care products aimed at women are on average 48% more expensive than male versions. The second largest discrepancy was found in shaving products with razors and razor cartridges both 11% more expensive in female versions.
Lotion aimed at female consumers was also 11% more expensive, while body wash was 6% and shaving cream 4% more expensive than male versions. Female versions of deodorants were 3% more expensive.
The DCA concluded: “The findings of this study suggest women are paying thousands of dollars more over the course of their lives to purchase similar products as men.” Consumers have been urged to join a social media campaign, tweeting examples of gendered price discrepancy they see in stores using the hashtag #genderpricing.
