The cost-of-living crisis and escalating inflation have plunged nearly half of UK adults into hygiene poverty for the first time this year, a shocking new report reveals. An astonishing 2.2 million families are now faced with the agonising decision between eating, heating or maintaining personal cleanliness.
A survey of over 4,000 adults disclosed that 17% have had to forego at least one essential hygiene product in the past six months. This equates to an estimated 9.2 million people, with 4.4 million experiencing hygiene poverty for the first time in 2025.
Disturbingly, over 60% of those grappling with hygiene poverty are employed, with 40% working full-time. Despite their employment status, 17% are spending less than £10 a month on essentials such as deodorant, toilet roll, and toothpaste.
While most Brits believe no one should have to go without basic hygiene products like toothpaste, shampoo, and soap, the harsh reality paints a different picture. One-fifth of UK adults are forced to go without deodorant, while some 10% use washing-up liquid as a substitute for shower gel.
The research, commissioned by charity In Kind Direct, coincides with the launch of its fifth major in-store campaign with Tesco and its partners.
As part of the initiative, suppliers including Essity, Unilever, Haleon, Kimberly-Clark, Edgewell, and P&G have united to provide essential hygiene products, such as shower gel, razors, period products, and nappies, to those in need.
Marc Greene, director of In Kind Direct, hailed the new initiative as a crucial move in the fight against hygiene poverty, stating: “marks a vital step in tackling hygiene poverty head-on, enabling us to reach more communities than ever before, so more people can keep clean.”
Awareness of hygiene poverty is on the rise, with 42% of the public now clued into the crisis, up from 35% in February 2024 and just 31% in January 2023. Despite this, it still doesn’t receive as much attention as food and fuel poverty.
The survey also revealed that over half of respondents believe those affected by hygiene poverty are not at fault for their situation, yet 59% would feel ashamed to seek help due to the stigma attached.
Tom Lye, Tesco’s health, beauty, and wellness category director, voiced the supermarket giant’s backing for the campaign: “We’re really thrilled to be able to support this incredibly important campaign again.”
He added, “We recognise the importance of challenging the stigma of hygiene poverty, and we are pleased to be able to work with In Kind Direct and our suppliers to support more people in our communities to get the essential items they need.”
In a significant contribution to the cause, Essity has donated a staggering 5.5 million essential hygiene and health products to over 3,300 UK charities through In Kind Direct in 2024 alone. These donations have supported upwards of 62,000 families with toilet paper and provided 64,000 dignified periods with period products.
Kate Prince, senior public affairs manager at Essity, underscored the increasing necessity for community support, saying: “Sadly, the need is growing. This underlines the importance of collaborations like this to increase the accessibility and availability of everyday essential products for those who are most in need in the communities where we live and work.”
