The Pink Tax : An investigation of gender-based price discrimination in the Swedish market for personal hygiene products

This thesis aims to investigate the phenomenon popularly referred to as the pink tax, otherwise known as gender-based price discrimination in the Swedish hygiene product market. The subject is thoroughly researched in markets like the United States and the United Kingdom, where evidence has been found that a pink tax does exist. Thus, women tend to pay more for initially the same product than men, where seemingly, the only difference between the two is packaging and/or fragrance. The sample collection consists of five different product categories: razor blades, razors, shaving cream, deodorant, and soap. The samples have all been collected manually from 16 different locations, distributed at a 38 km radius between the area Skövde to Mariestad in Västra Götaland, Sweden. Inspired by previous research, this study starts examining the market using a t-test. To further the investigation, two types of regression models are used. The findings support the possibility of a pink tax existing in the Swedish market. Where the largest and most stable regression showed a 4,1% difference in prices for female versus male products. Hence, women tend to pay 4,1% more for hygiene products and the research can conclude that prices are not statistically equal. From this result, we recommend the Swedish customer protection agency- Diskrimineringsombudmannen, to further work on the laws against price discrimination by clarification of guidelines and construction of a stricter legal environment to prevent gender-based price discrimination in the future.