11% of Londoners living in hygiene poverty unable to afford toothpaste

The latest survey* of 4,297 UK adults, commissioned by In Kind Direct from YouGov, paints a stark picture of the deepening crisis throughout the UK as now nearly 10 million adults are unable to access basic hygiene products.

In London, the hygiene poverty crisis is deepening. Of those living in hygiene poverty in London:

11% have gone without toothpaste in the last year because they can’t afford it 12% have gone without toilet roll in the last year because they can’t afford it12% of UK adults who couldn’t afford hygiene products have been forced to take soap from public bathrooms as they are unable to afford their own12% have gone without deodorant in the last year because they cannot afford to buy it

There are countless stories revealing UK adults are “embarrassed to ask for period products”, children are being bullied at school, and low-income families are watering down products to make them last longer as crisis peaks. A quarter of households with children (26%) are living in hygiene poverty.

The importance of donations is greater now more than ever, as highlighted by Anna Fosse-Galtier from Restorative Justice For All in London.

"Our community centre uses products accessed from In Kind Direct which have a huge impact on our service users, especially during these challenging times. We serve a vulnerable population, and the ability to provide necessary product such as hygiene items has been critical. Providing these products helps restore a sense of dignity and self-worth among our community members."

The mental health effects of going without personal hygiene products, mean those living in hygiene poverty are disproportionally impacted by daily tasks, like seeing friends or attending job interviews, making it progressively harder to get by.

Marc Greene, acting CEO at In Kind Direct comments: “Hygiene poverty is still not being spoken about enough. And as it gets worse, it is having an incredibly detrimental effect on many families across London and the UK as a whole, forcing them to make impossible decisions on a daily basis.

"Parents are sending their children to school without brushing their teeth and skipping meals to afford laundry detergent to wash their uniforms – decisions no one should have to face. We are working tirelessly to get essential hygiene products to people who need them across the UK, and we’re calling for the public to help us raise vital funds to do so.’’

One of In Kind Direct’s charity partners, Abbey People in Cambridge, reveals “people we support through our food hub are too embarrassed to ask for period products. We now have a system where the products are in a discreet place, so people can take what they need without having to ask, which has greatly improved the uptake of the products thus positively impacting period welfare.”

Donating £10 could help supply 6 hygiene packs, reducing the pressure on 6 families for a month – www.charityextra.com/inkinddirect

* All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4297 adults. Fieldwork was undertaken between 22nd - 23rd February 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

**All population calculations have been carried out by In Kind Direct.