UK faces surge in hygiene poverty with 4.4 million affected for the first time this year
New research found 17% of UK adults report going without at least one hygiene product in the last six months, with 4.4 million experiencing hygiene poverty since 2025
The cost-of-living crisis and rising inflation have pushed nearly half of UK adults into hygiene poverty for the first time this year, according to a new report. A staggering 2.2 million families are now forced to make heart-breaking choices between eating, heating, or maintaining personal cleanliness.
A study of over 4,000 adults revealed that 17% have had to go without at least one essential hygiene product in the past six months. This translates to an estimated 9.2 million people, with 4.4 million encountering hygiene poverty for the first time in 2025.
Alarmingly, over 60% of those facing 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 tells a different story. 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 the 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 come together 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, welcomed the initiative, saying it "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."
The issue of hygiene poverty is gradually gaining more recognition. Some 42% of people are now aware of the crisis, compared to 35% in February 2024 and just 31% in January 2023. However, awareness still lags behind other issues such as food and fuel poverty.
The survey highlighted that 52% of people believe those struggling with hygiene poverty face the issue through no fault of their own. However, stigma remains a significant barrier, with 59% admitting they would feel embarrassed to ask for help.
Tom Lye, Tesco's health, beauty, and wellness category director, expressed the supermarket’s support for the initiative, saying: "We're really thrilled to be able to support this incredibly important campaign again.
"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 2024 alone, Essity donated 5.5 million essential hygiene and health products to over 3,300 UK charitable organisations within In Kind Direct's network. These contributions helped support more than 62,000 families with toilet roll and provided 64,000 dignified periods through their donated period products.
Kate Prince, senior public affairs manager at Essity, emphasised the growing need for such initiatives, stating: "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."