A new study of 2,000 adults has found that nearly three in ten Britons have sacrificed their personal hygiene to save money amid the cost-of-living crisis. The research, commissioned by charity In Kind Direct, revealed that 23% have struggled financially over the past 12 months, with 76% citing rising living costs, 51% unexpected expenses, and 43% reduced income as factors.
Among those cutting back, 32% bought fewer products such as handwash or razor blades, 17% cleaned less often, and 25% substituted items like using washing up liquid for handwash, shampoo, and surface cleaner. Others delayed purchases until payday or used public facilities instead of those at home (13%). Some shared toothbrushes (10%) or substituted period products with toilet roll or clothing (11%).
The impact on mental health has been significant: 35% felt anxious or stressed, 29% lost confidence, and a quarter said it affected their mental wellbeing. Many avoided socialising (44%), going to the gym (34%), leaving the house (32%), or even going to work (11%).
Michael Gidney, CEO of In Kind Direct, said: '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 face an impossible challenge over what to cut.' He added that hygiene poverty is defined as not being able to afford everyday products most take for granted.
Despite the hardship, 48% would not be comfortable asking for support. From 15th April to 8th June, Tesco will donate one selected product to In Kind Direct for every two purchased in stores and online. The charity will distribute items to its network of over 9,000 charitable organisations supporting more than 930,000 people weekly.
