The UK’s leading product giving charity, In Kind Direct, has teamed up with Tesco and 17 major hygiene brands, from across 6 global consumer goods companies: Unilever, Essity, Haleon, Kimberly Clark, Edgewell and P&G, in a campaign to help redistribute essential products to the families that need them.
As everyday living costs continue to rise across the UK, new research by In Kind Direct has found that nearly 3 in 10 (27%) Britons admit to sacrificing their personal hygiene to save money, with a further 11% considering doing so. With experts warning that these findings make hygiene products one of the earliest warning signs of financial stress.
A study of 2,000 UK adults commissioned by charity In Kind Direct revealed that, when asked what they’d reduce spending on if their income was unexpectedly reduced, nearly one in seven (14%) named hygiene products as the first things they cut back on to afford bills, rent/mortgage and food.
Over a third (36%) of all adults feel cutting back on personal hygiene routines such as showering, grooming or the laundry is a necessary short-term way to cope when experiencing financial hardship, with 29% agreeing it could be required long-term.
In an effort to address this, In Kind Direct, the UK’s leading product giving charity, has partnered Tesco for the sixth time to run its “Buy 2, and we’ll donate 1” campaign.
Michael Gidney, Chief Executive at In Kind Direct, said: “We’re proud to be working with Tesco and this alliance of leading hygiene brands, united in our determination to end hygiene poverty in the UK.”
“We know the problem is growing, touching more families than ever before. And cutting down on basic hygiene essentials can be one of the first signs someone is experiencing financial stress.
“Long before people miss meals or fall behind on rent, they are quietly forced to make compromises over staying clean.
“We know that every product that reaches someone in need is a lifeline, but ending hygiene poverty is not something any single brand or charity can achieve alone. By working together, and with public support, we can start to turn the tide, so that no other family has to make that compromise.”
Since its inception in 2022, the campaign has continued to grow at scale, becoming one of the largest collaborative product donation campaigns in the UK. This has resulted in unlocking almost 5 million donated products to date. And this year, In Kind Direct is working to unlock over 1.5 million essential hygiene items – more than ever before.
For 8 weeks, when shoppers buy any two participating products at Tesco stores or online– one will be donated to In Kind Direct. In Kind Direct will then work with its network of over 9,000 charitable organisations to redistribute the donated products to support local communities and reach over 930,000 people every week.
Pam Bardouille, Foodbank & Volunteer Manager from The Dalgarno Trust, whose charity accesses products through In Kind Direct’s network, commented: “In the 14 years since I started working with Dalgarno Trust, I’ve seen the demand for our services triple. With the need for hygiene essentials being amongst the most sought after.
“When money is tight, people shouldn’t have to choose between a hot meal and a bar of soap. Receiving these donated products is a lifeline to the families we work with, restoring not just their confidence, but also taking away the daily anxiety of just trying to stay clean.
“We’re really grateful to be part of In Kind Direct’s network of charitable organisations, and to be able to benefit from the products donated as part of their annual campaign with Tesco. These hygiene essentials make a real difference in the lives of the community we serve.”