Soap sales halve as UK shoppers cut back on hygiene products

Handwash and bubble bath sales also fall in first six months 2023, with cost of living blamed

Shoppers in Britain are shunning soap and similar items, as leading supermarkets report a drop in the sales of personal hygiene products amid the cost of living crisis.

Figures from Britain's leading supermarket chains show demand for soap has fallen by 48% in the first six months of 2023 compared with the same period last year. Sales of handwash are down by 23%. Bubble bath sales decreased by 35% and shower gel by 1%. Only hand sanitiser has bucked the trend, with sales up by 29%.