Brits 'not washing' as four major cleaning products see huge sales slump
Market research companies have reported a significant decline in sales of personal hygiene products leading up to June 2024, compared to the same period in 2019.
Several cleaning products have witnessed a slump in sales amid the cost of living crisis.
Market research companies have reported a significant decline in sales of personal hygiene products leading up to June 2024, compared to the same period in 2019.
According to UK-based market researchers Kantar, soap sales have experienced the largest decrease, falling by 15 percent. Liquid soap sales have dropped by 13 percent, shampoo by 10 percent, and toothpaste by 4 percent.
Experts attribute this downturn to multiple factors, including the ongoing cost of living crisis and shifts in social habits since the pandemic.
Barbara Santini, a psychologist from Oxford University, says: “The pandemic has profoundly influenced our daily behaviours, particularly in personal hygiene and public presentation.
“There’s the psychological impact of it, the work-from-home paradigm, change in social norms, plus economic considerations. It really is multifaceted.”
There's little doubt that working from home, often in the comfort of our bedrooms, has led to a reduced emphasis on personal cleanliness.
For example, at the end of the pandemic, deodorant sales surged by 15 percent, according to Unilever, the maker of Dove, Rexona, and Impulse, as people started venturing back out.
However, many continue to work from home, impacting sales.
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In March, a study by personal finance experts Findr revealed that 44 percent of us - 23 million people - sometimes start the day by rolling out of bed and straight onto our laptops, with 16 percent working from home exclusively.
Ms Santini adds: “Traditional office environments necessitate a certain level of grooming and professional attire. However, with the home becoming the new workplace, the pressure to maintain these standards has lessened.
“Comfortable clothing, such as pyjamas, has become the norm, leading to a more relaxed attitude towards dressing and grooming. This shift indicates a re-evaluation of what is deemed necessary for productivity and professionalism.”
