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✓ Published: 21-Apr-2024

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Adults living alone believe they need an annual income of at least £31,536 to cover their outgoings and still afford essentials such as food, clothes and hygiene products.<br/><br/>But with the UK’s average salary of £29,669 somewhat short of this, many feel they are being pushed ever closer to hygiene poverty.<br/><br/>The scale of the current cost of living crisis has been illustrated after a survey of 2,000 adults found one in four people living alone are struggling with the current financial crisis.<br/><br/>As a result, 56 per cent of those have had to make difficult decisions, such as whether to pay their rent over buying food or hygiene items.<br/><br/>And 52 per cent of that same demographic have had to stop socialising, while 14 per cent have even gone without everyday items like toilet roll or period products.<br/><br/>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 charity In Kind Direct.<br/><br/>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.<br/> <br/>“We know hygiene poverty disproportionately affects those already struggling, but the research shows that financial difficulties are now impacting everyone.”