A new study has revealed that nearly three in 10 Britons have compromised their personal hygiene to save money, as the cost-of-living crisis continues to squeeze household budgets. The research, conducted among 2,000 adults, found that 23% had experienced financial difficulties in the past year, driven by rising living costs (76%), unexpected expenses (51%), or reduced income (43%).
Hygiene Sacrifices Become Commonplace
To stretch their finances, many have resorted to watering down products, reducing wash cycles, and re-wearing clothes multiple times. Specifically, 32% have bought fewer hygiene items like handwash or razor blades, while 17% have consciously cleaned their homes less often to make products last longer. Some have delayed purchasing hygiene essentials until payday, and 25% have substituted items, such as using washing up liquid for handwash, shampoo, or surface cleaner.
For 14% of respondents, hygiene products are among the first things they would cut if their income dropped, prioritising bills, rent, and food. However, these sacrifices come at a cost: 35% felt anxious or stressed, 29% experienced a loss of confidence, and a quarter said it impacted their mental health.
Extreme Measures and Social Withdrawal
Some have taken extreme steps, including sharing toothbrushes (10%), substituting period products with toilet roll or clothing (11%), or using public facilities instead of those at home (13%). Those who cut back also reduced socialising (44%), skipped the gym (34%), avoided leaving the house (32%), and even avoided work (11%).
Michael Gidney, CEO of In Kind Direct, which commissioned the study, 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 out of their daily spend. Right now, millions of people are making these quiet compromises every day, with severe consequences for their health, confidence, and dignity."
Stigma and Support
Hygiene poverty remains stigmatised: only 10% of all adults would ask for help affording basic products. Nearly half (48%) would not feel comfortable seeking support for any kind of hardship. The study, by OnePoll, found 36% view cutting back on hygiene as a necessary short-term coping strategy, and 29% see it as a potential long-term need.
In Kind Direct is partnering again with Tesco, Unilever, Essity, Haleon, Kimberly Clark, Edgewell, and P&G to support affected families. From 15 April to 8 June, for every two selected products purchased at Tesco, one will be donated to the charity, which will distribute them to over 9,000 charitable organisations reaching 930,000 people weekly.
Tommy Maier, category buying manager at Tesco, said: "Returning for the sixth time to this campaign, we remain committed to supporting families facing hygiene poverty." Pam Bardouille of The Dalgarno Trust, a recipient charity, added: "When money is tight, people shouldn't have to choose between a hot meal and a bar of soap. Receiving these donated products can be a lifeline, restoring confidence and removing the daily anxiety of trying to stay clean."
