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Market Research Reveals Gender Product Pricing Gap

Ever wonder why those pink razors designed for women cost more than the utilitarian grey ones for men? Sure, those floral packages must use more colored ink, but they can cost up to 13% more than the ones intended for men! The New York City Consumer Affairs Department decided to conduct a study examining the prices of various gender-specific products to see the price disparity between men’s and women’s items.

The study looked at the costs of everything from toys to personal care items and found that similar items were being priced higher because of their packaging design. Over the 800 products reviewed, items geared towards women were priced significantly higher than men.  I know what you’re thinking ‘how could this be possible?’ or ‘why to raise the price for the women, what gives?’.  All of the products they examined were comparable, so how does the appearance of a product play into its pricing? More specifically, why are women the ones who are being targeted to pay more? Well, there hasn’t been a response to that quite yet, but we can assume that the pricing has to do with perspective. Women are more likely to spend more money on products for quality. The price disparity plays into this notion that something that costs more must be better because quality products tend to cost a bit more.

This report surveys hundreds of products from various retailers and categories. If you’re a retailer and you want to know if the brands in your stores are employing the ‘gender tax’ we can help! Our mobile crowdsourcing platform will allow you to audit and find which brands have a price disparity, and how customers interact with these products.

We’ll provide the 360-degree view so you don’t have to assume.

Click here to learn more.

Contributing Writer: Gabrielle Winant

Min-Jee Hwang

Min-Jee is the former Director of Marketing at Wiser. She has extensive experience working with SaaS companies and holds a BA from Carnegie Mellon University and an MBA from NYU Stern.

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