The Emergence and Evolution of Gendered Products in America

Gendered products are prevalent in the modern consumer products market. This paper provides historical context for the change in the consumer products market which started as a genderless product market and shifted to a female consumer-centric market reflecting the economic needs of the United States through World War I and II. This female consumer-centric market results from the rise of consumer research and many household products are created to satisfy female consumer preferences. But as the consumer demographics change with more women entering the labor force, the types of products being sold change to appeal to the increasing number of male consumers who begin shopping for themselves. This increase in male products is what leads to the booming men's personal care products market that we see today. With an increase in gendered products, there has also been an increase in the number of backlash companies face for creating specific gendered products. This paper outlines the history of gendered products and the potential future of products in the United States.