Adults living alone estimate they need an annual income of at least £31,536 to cover their outgoings, and still be able to afford essentials such as food, clothes, and hygiene products, a study has found. But with the UK’s average salary of £29,669 falling somewhat short of this, many feel they are being pushed ever closer to hygiene poverty.
The survey of 2,000 people has revealed the scale of the cost-of-living crisis, with one in four singletons struggling to make ends meet in the current financial climate.
As a result, 56 percent of those have had to make difficult decisions – such as choosing between paying their rent, or buying food or hygiene items.
More than half (52 percent) of this same demographic have had to stop socialising, and 14 percent have even gone without everyday items, like toilet roll or period products.
However, the impact is not just being felt in single-occupation households – with 23 percent of all those polled currently struggling with their finances, leaving 57 percent having to choose which essential items to spend their money on.
Of those in employment who are feeling financial pressure, 23 percent are buying less food for their households, while one in 10 have cut spending on products like shampoo, toothpaste, and soap.
And struggling households with dependents are more likely to find it hard to buy basic hygiene products, than those without (32 percent, compared to 22 percent).
The research was commissioned by hygiene and health company, Essity, in partnership with Unilever, Haleon, Kimberly Clark, and Edgewell, to launch a Tesco in-store promotion throughout April and May – where customers buy two products, and a hygiene product will be donated to the charity In Kind Direct.
Rosanne Gray, CEO of In Kind Direct, said: “Many people experiencing hygiene poverty face the impossible decision to heat, eat, or keep clean on a daily basis – and unfortunately, more and more people are being pushed into this position.
“We know hygiene poverty disproportionately affects those already struggling, but the research shows that financial difficulties are now impacting everyone. The ripple effect impacts mental health, workplace productivity, and school attendance.
“It’s something that requires collective action, which is why we’ve formed this partnership with Tesco and some of our committed corporate partners, to really make a difference.”
The research also found those who have struggled to buy hygiene products during the last year have had to borrow from friends or family (30 percent), use free products in public areas (26 percent), or have received items from a charity (21 percent).
Worryingly, half of those who find it hard to afford hygiene products avoid leaving the house, with 19 percent admitting they can’t face attending a job interview.
And young adults who are struggling financially are the most likely age group to have to make a difficult decision about what essential items to spend their money on.
In fact, both 25-34-year-olds (73 percent), and 18-24-year-olds (77 percent), are more than twice as likely to face a difficult choice between rent, food, or other everyday items, than those over the age of 65, who are struggling financially (36 percent).
And twice as many struggling young adults (45 percent of 18-24s, and 40 percent of 25-34s) have found it hard to buy basic hygiene products, like toilet rolls and toothpaste, than older generations (23 percent of both 45-54-year-olds, and 55-64-year-olds).
Caz Gandy-Brown, service and volunteer manager at The Abbey Centre in South Westminster, which receives donated hygiene products from In Kind Direct, said: “We’re in one of London’s wealthiest boroughs, a stone’s throw from the Houses of Parliament, so have people from all walks of life coming in regularly who are struggling to stay on top of their bills, and even afford essential hygiene products.
“Westminster has some of the greatest health and wealth inequalities in the country, and we see people in different areas of employment needing assistance – we’re living proof this issue is affecting everyone.”
Thomas Maier, category buying manager for beauty and personal care at Tesco, added: “This new research highlights how the number of families being impacted by hygiene poverty has grown in recent years.
“The work done by groups like The Abbey Centre to help people is so important, and we are really pleased to be working again with our suppliers and In Kind Direct, to provide hygiene poverty products where they are needed most.”
