Most common gender-specific products purchased in Italy 2020, by gender

In a survey of 2020, a large group of respondents declared to buy deodorants considering the gender this product was meant for. Moreover, 55 percent of female and 50 percent of male interviewees purchased disposable shavers specifically for women or for men instead of choosing gender neutral shavers. In addition, 52 percent of women stated to buy gender-specific body lotions, while the share of men preferring the same kind of item was significantly lower (36 percent).
In the same survey, respondents were asked about the difference in the prices of such products. A large part of interviewees thought that female hygiene goods were more expensive than male and gender neutral items.

Which of the following products do you buy for a specific gender?

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In cooperation with
YouGov Italy
Release date

January 2020



Survey time period

January 14-15, 2020

Number of respondents


Age group

18 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

This question was phrased by the source as follows: "Quali dei seguenti prodotti che acquisti è specificamente indirizzata ad un genere (piuttosto che acquistare una versione neutrale?".
*485 male respondents and 534 female respondents

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Statistics on "Body care market in Italy"

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