Global – Women more price conscious about groceries; Men about electronics
March 9th, 2023, Kineree Shah

Global – Women more price conscious about groceries; Men about electronics

In today's highly competitive marketplace, where the cost of living and inflation rates continue to hurt consumer appetite, people around the world have become increasingly price conscious. However, a recent YouGov Surveys poll conducted across 18 international markets has shown that there are differences in how men and women demonstrate price sensitivity across certain product categories. 

Our data shows that women are generally more price-conscious than men across several product categories. The largest difference between the genders is observed in groceries, where three in five females consider price when making a purchase (60% vs 50%), 10-percentage points higher than males. Similarly, in the clothing and shoes category, two-fifth of women are price-conscious compared to three in ten men (41% vs 30%). 

In cosmetics and beauty products, women are almost three times as likely to be price conscious as men (27% vs 10%).

However, there are also some categories where the difference between men and women is relatively small or non-existent. For instance, when it comes to utilities such as gas and electricity, both men and women are equally likely to be price-conscious (35% and 36% respectively). Similarly, the difference is minimal with respect to take-out food (28% men vs 32% women).

Men are markedly likelier than women to be price-conscious about phones and electronics. For example, in electronics (excluding mobile phones), a fifth of men have been sensitive to price increases compared to about one in seven women (22% vs 15%). Similarly, in mobile phone purchases, men are slightly more price-sensitive than women (22% and 17% respectively). This is also true of video games (12% vs 7%) and automobiles (20% vs 15%).

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YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 510 and 2044 or each market. All surveys were conducted online in Dec 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

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