FMCG rivals join forces to fight soaring hygiene poverty

The UK’s biggest personal care and household brands are joining forces for a new initiative launching in 700 UK Tesco stores and on its website to donate essential products to communities across the country aimed at tackling the rising issue of hygiene poverty.

With an estimated 9 million UK consumers unable to afford even the basics, the programme aims to increase the breadth of products which many consumers take for granted.

Unilever and charity In Kind Direct, which have a long-standing partnership with Tesco, are being joined by Kimberly-Clark, Essity and Haleon to enable donations across a much wider range of categories, including shampoo, deodorant, period products, toilet paper and toothpaste.

The new campaign builds on the success of Unilever’s partnership with Tesco, which has resulted in over 1 million products donated to In Kind Direct in the past 12 months.

With hygiene poverty a growing issue in the UK, and the number of people experiencing it now at 9 million, the inclusion of the three new suppliers means an increase in the breadth of products that can be donated to people that are unable to afford basic hygiene essentials which many consumers take for granted.

The campaign’s aim is to distribute over 1 million personal care items from household brands including Radox, Sure, Persil, Andrex, Bodyform and Aquafresh, using Tesco’s scale and In Kind Direct’s network of over 6,000 charitable organisations.

Running until October 3, all four manufacturers will donate one product to In Kind Direct for every two selected products purchased in-store or online by Tesco shoppers. In Kind Direct will then distribute the donated products to its network which reaches 365,000 people every week.

Many people cannot afford everyday products that help them feel clean. In the UK, 480,000 women admit to having to make their own period products because they cannot afford to buy them. There is also a stigma associated with hygiene poverty, which can negatively impact people experiencing it. Despite this, research shows fewer than a third of people have heard of the term hygiene poverty.

To amplify awareness of the campaign, in-store activations are going live in 700 Tesco stores across the UK. Aside from regionally bespoke store radio, gondola ends will feature In Kind Direct’s teal and orange branding, displaying all products included in the campaign, encouraging shoppers to pick up the participating products in-store.

As well as showing the campaign details, the displays will include additional information about the scale of the problem in the UK to help educate shoppers. Digital advertising will also raise awareness online and encourage shoppers to participate in the campaign whilst doing their online shopping.

In Kind Direct chief executive Rosanne Gray said: “Making tough choices every day between food, life essentials, rent is the reality for far too many people in the UK today. It is going to take the whole sector to come together to support change so that everyone has access to life’s essentials.

“We are delighted that the leadership of Unilever has catalysed the launch of this cross-supplier campaign and we look forward to working with these new partners, so that together we can make a difference in communities across the UK.”

Tesco category director for health, beauty and wellness Tom Lye added: “We recognise the importance of challenging the stigma of hygiene poverty, particularly when so many people are struggling to get the essential items they need. We’re really pleased to be able to support this incredibly important campaign in our stores.”