a recent report found changes in the balance of buying activity between the sexes, little change was found in food and drink shopping habits, over 70% of supermarket shopping in the UK is one by women, there has been a general increase in the purchase of clothes over the last few years, approximately 80% of British women do most of the shopping for cosmetics, well-known cosmetics companies are now targeting men with new skincare products, several major supermarkets are expanding into this area.

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