Shoppers Drug Mart eliminates 'pink tax' on menstrual pain medication following CBC investigation

Shoppers Drug Mart is taking action following an investigation by CBC's Marketplace that found painkillers labelled as a treatment for menstrual cramps cost more than near-identical painkillers marketed for headaches and other pain.

The drugstore's parent company, Loblaw, told Marketplace over email on March 15 that it "recognizes the importance of equity and access and will align the price of these products within a week."

As of March 24, more than a week after that email was sent, prices online were aligned but inconsistent across stores in the Greater Toronto Area. 

Marketplace found the two examples of the so-called pink tax after comparing products found in the painkiller aisle to those found in the feminine product section of various Shoppers Drug Mart locations across the Greater Toronto Area and online.

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Bayer's Maxidol was located in the feminine hygiene aisle alongside sanitary napkins and tampons. It is marketed as "fast relief from menstrual cramps, headaches, backache" and other pains. The product contains 220 milligrams of naproxen sodium, a non-steroid pain reliever. 

Bayer also makes Aleve, a drug that also contains 220 milligrams of naproxen sodium. Aleve was located in the pain relief aisle of the stores. 

Aleve and Maxidol have near-identical inactive ingredients, both come in liquid gel capsules and both boxes contain the same number of caplets.

Aleve was regularly priced at just $13.99, and was purchased on sale for $11.49. Maxidol, however, rang in at $16.99. 

York University marketing associate professor Ela Veresiu called the price difference "outrageous and shocking, especially since women cannot help having their biological situation happening every month."

She says that when it comes to the pink tax, while price differences are often small, over time they add up. 

"We should not be penalized for being women," said Veresiu.

Marketplace also found two different versions of Life Brand generic naproxen sodium tablets, one labelled "naproxen menstrual pain relief" and the other simply "naproxen." 

Life Brand is owned by Shoppers Drug Mart's parent company, Loblaw.