As everyday living costs continue to rise across the UK, new research has found that nearly 3 in 10 (27%) Britons admit to sacrificing their personal hygiene to save money, with a further 11% considering doing so. With experts warning that these findings make hygiene products one of the earliest warning signs of financial stress.
A study of 2,000 UK adults commissioned by charity In Kind Direct revealed that when asked what they’d reduce spending on if their income was unexpectedly reduced, nearly one in seven (14%) named hygiene products as the first things they cut back on to afford bills, rent/mortgage and food.
Over a third (36%) of all adults feel cutting back on personal hygiene routines such as showering, grooming or the laundry is a necessary short-term way to cope when experiencing financial hardship, with 29% agreeing it could be required long-term.
Coming together to tackle the problem
In an effort to address the urgent need for support to families experiencing hygiene poverty In Kind Direct, the UK’s leading product giving charity, has partnered with Tesco for the sixth time to run its “Buy 2, and we’ll donate 1” campaign.
By bringing together 17 leading personal care, hygiene, and homecare brands in a pre-competitive space, from across 6 global FMCG suppliers—Unilever, Essity, Haleon, Kimberly Clark, Edgewell and P&G—the campaign is helping redistribute essential products to the families that need them.
Michael Gidney, chief executive at In Kind Direct, said: “We’re proud to be working with Tesco and this coalition of well-known FMCG manufacturers with the single purpose of ending hygiene poverty in the UK.
“Cutting down on basic hygiene essentials can be one of the first signs someone is experiencing financial stress. Long before people miss meals or fall behind on rent, they are quietly making compromises to stay clean.
“We know that every product that reaches someone in need is a lifeline. But this remains an issue that no single charity or brand can solve alone. It required true cross-collaboration from charities, retailers and brands who are committed to making a difference in people’s lives.
“By coming together to unlock these products, we can better support the communities we serve and redistribute these products to the people who need them. Together we can end hygiene poverty, so no other family has to make that compromise.”
Towards an end for hygiene poverty
Since the first campaign in 2022, it has continued to grow at scale, becoming one of the largest collaborative product donation campaigns in the UK. This has resulted in unlocking almost 5 million products to date.
For 8 weeks, from the 15th of April until the 8th of June, when shoppers buy any two nominated products at Tesco, one will be donated to In Kind Direct to support local communities. The promotion is valid across Tesco stores, on Tesco’s website or app.
In Kind Direct will then work with its network of over 9,000 charitable organisations to redistribute the products to support local communities and reach over 930,000 people every week. This includes hygiene essentials like shower gel, toilet paper, toothpaste, laundry detergent, razors, period products, nappies, and more.
Tommy Maier, category buying manager – beauty & personal care at Tesco, said: “We’re proud to partner with In Kind Direct and suppliers to support local communities with hygiene essentials. This year, we’ve not only been able to increase the number of brands taking part in the promotion, but also the total number of hygiene products to further strengthen our support for those families who really need them.”
Participating brands include: Andrex, Aquafresh,
