British shoppers are steering clear of soap and other personal hygiene products, as leading supermarkets report a decline in sales due to the ongoing cost of living crisis. Data from major supermarket chains reveals that soap demand dropped by 48% in the first half of 2023 compared to the same period last year. Sales of handwash fell by 23%, while bubble bath and shower gel saw decreases of 35% and 1% respectively. Notably, hand sanitizer sales saw an increase of 29%.
Reapp, the organization that compiled the supermarket data, attributes the decline in sales to rising prices. For instance, a four-pack of Pears amber soap now costs £3 at Tesco, while a six-pack of Dove soap is priced at £3.50.
James Lamplugh, the commercial director at Reapp, commented on the findings, stating, “Our analysis of recent supermarket sales data indicates that consumers are still facing tough choices when it comes to essential household items.” He added, “We are observing significant sales drops in the personal healthcare category, even with lowered prices. This suggests that consumers are cutting back on products that are not considered essential, as the cost of living crisis persists.”
In 2023, Unilever, the company behind brands like Marmite and Dove soap, announced that their prices would continue to rise. However, they denied making excessive profits during the cost of living crisis.
Analysis by Trolley.co.uk reveals that the average price of toothpaste has increased by 29p compared to last year, while soap has gone up by 18p, from an average of £2.06 to £2.24. Additionally, the cost of hair shampoo has risen by 25p to an average of £3.87 during the same time period.
Last year, a report highlighted the issue of “hygiene poverty,” affecting 3.2 million adults in the UK. The report, by the Hygiene Bank charity, found that 12% of those impacted admitted to avoiding colleagues due to their inability to afford basic items like soap and deodorant. The struggles faced by these individuals have a profound impact on their daily lives, according to the charity’s chief executive, Ruth Brock. She described it as a hidden crisis, stating, “It is far more widespread than we anticipated, it is growing, and it disproportionately affects the most vulnerable.”
To address this issue, the Hygiene Bank aims to provide essential items such as deodorant, laundry detergent, period products, shampoo, soap, and toothpaste to food banks, homeless shelters, schools, and other organizations in need.
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