Gender Pricing

Debate between Helen Grant and Paula Sherriff

Tuesday 2nd February 2016 Westminster Hall

[Paula Sherriff]

Of course I welcome the news that Boots announced today that it will withdraw those items and charge a rate equivalent to that of men’s items. The onus is now on other retailers to do the same.

Some of the examples brought to light by The Times’ research are remarkable. Tesco charges double the price for 10 disposable razors simply because they are pink. In fact, standard razors for women cost, on average, a huge 49% more than the equivalent products for men. At Argos, identical children’s scooters are £5 more expensive in pink than in blue. Bic sells a range of “for her” ballpoint pens that are more expensive than its ordinary range, even though the products are almost entirely identical. Amazon sells a Playmobil pirate ship for £12.59, while the equivalent fairy queen ship, marketed at girls, costs £14.99. According to The Times, neither Amazon nor Playmobil will comment on the rationale behind that price gap.

The Times’ study follows a similar study conducted by New York City Department of Consumer Affairs in December. It compared nearly 800 products with clear male and female versions from more than 90 brands sold both in-store and online, and found that products for female consumers were more expensive than those for male consumers in all but five of the 35 product categories. Across the sample, the research found that women’s products cost more 42% of the time, whereas men’s products cost more just 18% of the time. The DCA report remarked:

“Over the course of a woman’s life, the financial impact of these gender-based pricing disparities is significant.”

In 1994, the state of California studied the issue of the gender-based pricing of services. It estimated that women effectively pay an annual gender tax of approximately $1,351 for the same services as men.

The Government must ensure that an independent analysis is conducted to identify the extent of unfair gender pricing and marketing practices in the UK. The full impact of gender differentials in pricing on women must be quantified. Women may pay thousands of pounds more over their lives to purchase similar products to men. Will the Minister commit to conducting such an analysis?

It could be argued that some products for women have additional design and performance features, and that others are priced individually based on factors including formulation, ingredients and market comparison. Of course, a women’s jumper might be made with better-quality fabric, and a men’s jumper might be made with cheaper material, but The Times’ study indicates that that is often not the case. Frequently, the only difference between the two products is the colour.

In 2012, Development Economics conducted research on gender-based pricing on behalf of the insurance provider Aviva. It found that women pay an average of £200 more per year than men for essentially the same consumer goods and services. The only difference is that the products are specifically designed for and targeted at the female market.

[Mrs Helen Grant (Maidstone and The Weald) (Con)]

Does the hon. Lady agree that many women do not have the time to go around shops comparing and contrasting prices? This smacks of retailers taking women for granted.

[Paula Sherriff]

I absolutely agree. There is a sense that exploitation is going on. It is fantastic that we are able to use this debate to bring these issues to the fore.