Rising costs force families to choose between basic hygiene and essentials.
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The alarming rise of hygiene poverty
The ongoing cost-of-living crisis and soaring inflation rates have plunged nearly half of UK adults into a state of hygiene poverty, as revealed by a recent report. This distressing situation has forced approximately 2.2 million families to make heart-wrenching decisions between maintaining personal cleanliness, affording food, or keeping their homes warm.
A survey conducted among over 4,000 adults indicates that 17% have gone without at least one essential hygiene product in the past six months, translating to an estimated 9.2 million individuals. Alarmingly, 4.4 million of these people are experiencing hygiene poverty for the first time in 2025.
Employment status and hygiene essentials
Surprisingly, over 60% of those grappling with hygiene poverty are employed, with 40% holding full-time positions. Despite their jobs, many are forced to spend less than £10 a month on vital hygiene products such as deodorant, toilet paper, and toothpaste. This stark reality contradicts the common belief among most Brits that no one should have to forgo basic hygiene items. The survey highlights that one-fifth of UK adults are unable to purchase deodorant, while around 10% resort to using washing-up liquid as a substitute for shower gel.
Community initiatives and growing awareness
The research, commissioned by the charity In Kind Direct, coincides with the launch of its fifth major in-store campaign in collaboration with Tesco and various partners. Suppliers like Essity, Unilever, Haleon, Kimberly-Clark, Edgewell, and P&G have united to provide essential hygiene products, including shower gel, razors, period products, and nappies, to those in dire need. Marc Greene, director of In Kind Direct, expressed optimism about the initiative, stating it represents a crucial step in addressing hygiene poverty and reaching more communities than ever before.
Stigma and public perception
Despite the growing recognition of hygiene poverty, awareness remains significantly lower than that of other issues such as food and fuel poverty. The survey revealed that 42% of people are now aware of the crisis, an increase from 35% in February 2024 and 31% in January 2023. However, stigma continues to be a major barrier, with 59% of respondents admitting they would feel embarrassed to seek help. Tom Lye, Tesco’s health, beauty, and wellness category director, reiterated the supermarket’s commitment to combating the stigma surrounding hygiene poverty and supporting initiatives that provide essential items to those in need.
The growing need for collaboration
In 2024, Essity alone donated 5.5 million essential hygiene and health products to over 3,300 charitable organizations within In Kind Direct’s network, aiding more than 62,000 families with toilet paper and providing 64,000 dignified periods through donated period products. Kate Prince, senior public affairs manager at Essity, emphasized the increasing demand for such initiatives, stating, “Sadly, the need is growing. This underlines the importance of collaborations like this to enhance the accessibility and availability of everyday essential products for those most in need in our communities.”
