Parents sacrifice hot showers and deodorant to feed their children, study finds

Adults grappling with hygiene poverty are sacrificing basic necessities such as deodorant, toothpaste, and hot showers to ensure their families can eat.

A survey of 500 individuals struggling to afford everyday hygiene items revealed that a staggering 83% have had to cut back on daily essentials to provide for their children during school holidays.

Shockingly, almost a quarter (24%) have skipped meals to afford hygiene products, while others have forgone new clothes (51%), heating (32%), and mouthwash (26%) to make ends meet.

The study found that 33% of those who have had to sacrifice hygiene products due to cost regularly face the dilemma of choosing between buying toothpaste or deodorant.

Disturbingly, 13% have gone days without brushing their teeth at all, with 11% only doing so when they are going into their workplace. Furthermore, 7% have been forced to use a single sanitary pad for an entire menstrual cycle, while 13% share personal hygiene products with others to save money.

This research was commissioned by Unilever and The Hygiene Bank, in collaboration with Boots, to launch its product donation initiative in store, for the fourth consecutive year.

The charity recently disclosed that 4.2 million UK adults are living in hygiene poverty, and since 2022, the cost of living and inflation crises have pushed an additional 1.1m people into the crisis - equivalent to the population of Birmingham.

In a heartfelt plea, Chris Barron, spokesperson for Unilever Personal Care UKI, expressed: "It's important to raise awareness of such an important and sadly, a growing issue."

Highlighting the often invisible challenges, he added, "Many might not realise the severity of what people might be going through and the struggles they face on a daily basis."

Barron passionately advocated for the public's help: "Making a small contribution this summer could have a huge impact for someone in hygiene poverty, and we are delighted we are able to support those in need through this initiative."

The research uncovered that a staggering 75% of parents are anxious about the extra costs during school holidays and managing to buy essential items. Yet, 72% revealed their children are oblivious to their hygiene poverty plight, as they ensure the youngsters never lack necessities.

With affordability being a significant hurdle, over half 51% have resorted to requesting hygiene products as gifts during birthdays or Christmas.

As 44% of respondents confess to diluting shampoo or shower gels to extend their use, illustrating the dire extent of hygiene poverty.

Despite the gravity of the situation, there remains a strong stigma, with 55% feeling uncomfortable discussing their inability to afford hygiene essentials.

Even more troubling is that 52% are unaware of any support services that could alleviate their distress.

The alarming figures culminate in an overwhelming consensus, with 85% acknowledging the pressing need for increased awareness around hygiene poverty, signalling an urgent call for change.

It's been unveiled that a staggering 58% of participants in the survey have admitted that suffering from hygiene poverty has had a detrimental effect on their mental wellness.

Ruth Brock, the Chief Executive of The Hygiene Bank, remarked: "Working in communities up and down the country, we witness the real impact of hygiene poverty in every corner of the UK and the results from the study highlight the true state of play."

Her statement continues: "Everyone deserves to feel clean and having access to the basics shouldn't be a luxury or a privilege for anyone in our society, yet many are living in poverty and cannot afford to stay clean."

The initiative is set to continue until 27th August, during which consumers buying specific items from brands like Dove, Tresemme, Radox, and others at Boots, both in-store and online, will contribute towards Unileve's pledge to donate at least 300,000 products to The Hygiene Bank.