Pink Tax: Women are paying 40% more for their essentials
29 October 2024
5 min read
There are just two apparent differences between a pink and a blue razor: the first is of course the colour, and the second? The price. The reason for this cost difference is simply because pink razors are marketed towards women — a phenomenon more formally known as the ‘pink tax’.
Research consistently shows that items intended for women are typically more expensive than those designed for men. This disparity in gender-based pricing, coupled with the well-known gender pay gap, means that women spend a larger proportion of their income on essentials - 64% compared to the 53% of their male counterparts.
By looking at the price difference between men's and women’s low-cost toiletry essentials, we have revealed the true cost of pink tax in the UK, how the cost of living has impacted this phenomenon, and the steps that can, and are, being taken to combat this effect.
The cost difference between men's and women’s toiletry essentials
Our research revealed that, across seven commonly purchased toiletry products, women paid nearly 40% extra for their lower-cost essentials on average.
The inequity of gender-based pricing is best illustrated by the cost of shower gel. You can typically expect to pay an average of £1.04 for a basic men’s shower gel, whereas the fruiter-scented women’s shower gels would set you back around £5.49, reflecting a 428% price difference. The price of shampoo tells a similar story, with women’s shampoo generally costing £15.22 on average, compared to £6.11 for men’s shampoo — a difference of 149%.
The pink tax is slightly less prominent when it comes to skincare products such as moisturiser and face wash, sitting at 6%. However, it is important to note that whilst most men use less than three items of skincare, the average woman uses between four to six, elevating their total skincare spend.
Expert reveals how rising living costs amplify pink tax and current solutions
Period products have historically been categorised as luxury, non-essential items, despite their necessity to those who use them. The tampon tax, a VAT on these products, only intensifies gender inequality. According to a 2015 study, the average woman spends over £18,000 on period-related products over her lifetime, meaning this tax has a significant financial impact.
As of 2021, the UK has abolished this tax to make products more accessible. Scotland has gone one step further by introducing the Period Product Act, requiring local authorities and education providers to supply free and easily accessible period products to those who require them.
Sophie McHale spokesperson at The Co-operative Bank adds: "Whilst changes are being made to combat the issue of pink tax, gender price-disparities are still evident. The cost of living crisis is of course having a widespread impact on the population’s financial wellbeing. Women often need to allocate a larger portion of their income to essential goods, which makes the financial impact of rising prices particularly challenging for them."
Tips to combat the pink tax
Company-wide initiatives
Businesses can address the pink tax problem by providing free sanitary products to employees, helping to alleviate the financial burden associated with essential hygiene items. The average person in the UK spends around £500 annually on period products, a significant financial burden over time.
To support those facing the ‘pink tax’, The Co-operative Bank offers free environmentally-friendly sanitary products to all employees at every branch and office around the UK. This initiative recognises that menstruation is not experienced solely by women but also by gender-fluid, non-binary, and trans people, demonstrating a commitment to true gender equity. In addition, it promotes environmental responsibility by addressing the impact of single-use products. Through actions like these, The Co-operative Bank sets an example for how businesses can create a more inclusive and supportive workplace, making meaningful strides in fighting the pink tax.
Buy men’s products where possible
Whilst a muskier, more masculine-smelling body wash might not be for you, products like razors perform the same function regardless of their colour. Where possible, it would be beneficial to take a detour to the men’s section, or to purchase gender-neutral products, to save a few extra pounds.
Shop around for the best prices
Compare product prices across different shops, particularly looking at which products you can pick up at your local supermarket rather than the typically more expensive high street beauty shops. Buying in bulk or taking advantage of multi-buy offers and sales can help to reduce spending in the long term.
Check the label
You might spot a product on the shelf that looks perfect for your needs, but it's always wise to check the label before spending more based on its appearance. Often, clever marketing can make a high price seem justified. However, if you take a closer look, many products contain the same ingredients or offer the same benefits as cheaper alternatives. Don’t hesitate to try the more affordable options and save some extra cash.
Methodology and sources
To find the average price difference between the low-cost essentials for men and women, The Co-operative Bank created a seed list of seven basic toiletry products, comparing the average price of the top 10 cheapest products for each gender.
- The average cost of men’s and women’s: razors, shampoo, deodorant, shower gel, moisturiser, and cleanser and face wash — Boots
- Average cost of men’s and women’s fragrances — The Perfume Shop
The Co-operative Bank has recently partnered with Grace & Green to provide free sustainable period products to all employees across its branches in the UK. This initiative supports the bank's customer-led Ethical Policy and Grace & Green's mission to promote period dignity and sustainability in the workplace.
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