The study of 2,000 adults revealed that methods of cutting back include watering down products, avoiding too many wash cycles, and re-wearing clothes multiple times. Some have shared items like toothbrushes (10%) or substituted period products with toilet roll or clothing (11%). Those cutting back reported feeling anxious or stressed (35%), experiencing loss of confidence (29%), and impacts on mental health (25%).
Reasons for financial strain include the rising cost of living (76%), unforeseen expenses (51%), and reduced income (43%). Others delay purchasing hygiene items until payday or substitute products, such as using washing-up liquid for handwash (25%). Fourteen percent said hygiene products would be the first to go if their income fell. 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. Right now, millions of people are making these quiet compromises every day.' The study did not specify when it was conducted or provide demographic breakdowns.
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 can 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, and the consequences for their health, confidence and dignity are severe.
Hygiene poverty is defined as not being able to afford many of the everyday hygiene and cleaning products most of us take for granted. Recognising it as an early warning sign is crucial if we are to support people sooner.