Consumption, gender and preferences in Sweden, 1920–1965

Abstract

This article traces broad trends in consumption patterns by gender in Sweden. It is argued that these patterns differed markedly, even among married couples. Over time, women became a more important consumption group. This can be seen in their increased consumption of clothes, shoes, journals and newspapers, alcohol and tobacco. Some of these goods had previously been coded as masculine.

Some possible underlying preferences behind the changing patterns are tentatively discussed. Four such preferences are discerned. (a) A higher price was placed on time, including time spent on monotonous household work carried out primarily by women. This influenced demand for ready-made food and other convenience items. (b) There was more visible desire for seclusion and family-orientated consumption, affecting the demand for cars and summer houses. (c) There was a growing emphasis on variation in consumption, manifested in leisure items and a decrease in the length of life of goods. (d) A higher value was placed on the consumption needs of children and teenagers.