Charitable Brits are being asked to help donate products including soap, shampoo and deodorant to plug a shortfall in personal hygiene items given to good causes.
Research among 2,000 adults found just five percent have donated to charitable organisations, which support children, families, and individuals in hygiene poverty.
Less than a quarter (22 percent) were aware that the hygiene poverty charitable sector is in desperate need of donations as the cost of living crisis bites into household budgets.
Some of the biggest personal care brands in the UK including Radox, Persil, Bodyform, Andrex and Sensodyne are coming together with charity In Kind Direct, to launch a donations campaign online and instore at 700 participating Tesco’s across the nation.
The campaign’s aim is to distribute over one million personal care items from household brands to those who need them most.
Rosanne Gray, CEO at In Kind Direct, said: “As this survey shows, many people in the UK are still unaware that there are people in their community who cannot afford the everyday products that help them feel clean.
“We want to support families who may be struggling in this situation and get them the essential products they need.
“Which is why we are delighted to be coming together with some of the biggest personal care brands in the UK to help raise the living standards of those in hygiene poverty.”
Empathy for people in need (36 percent), a personal connection (21 percent) and a desire to make a difference (20 percent) were found to be the top motivators in donating to charity causes.
And 41 percent normally find out about these charitable organisations through word of mouth.
Of those who have never donated to a hygiene poverty cause, 26 percent said it’s because they prioritise other types of donations first while 17 percent didn’t know about the issue.
It was found 88 percent believe hygiene items are essential items for a person’s wellbeing.
But 19 percent think ‘not many’ people are struggling to afford soap, shampoo and washing up liquid.
The reality is that there are close to nine million people experiencing hygiene poverty, but the British public underestimate this number to be just 300,000.
Further to this, 63 percent said that there isn’t enough awareness of hygiene poverty in their community and 87 percent are not aware of a single charitable organisation that tackles the issue.
Lack of information (22 percent), media coverage (19 percent) and knowledge and understanding around the topic (19 percent) were believed to be the biggest barriers in raising awareness of the cause.
Of those who took part in the study by OnePoll.com, 56 percent would be willing to buy an extra item if it was to be donated to a hygiene poverty charity.
From 23rd August to the 3rd October, when Tesco shoppers purchase two selected personal care products, from any brand in the partnership, one will be donated to In Kind Direct, who will distribute it to its network of over 6,000 charities.