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THRIFTY Brits are bathing less and swapping baths for showers in the cost-of-living crisis.&nbsp;
And while they are cutting back on most bathing products, soap bar sales are booming.
Figures from PZ Cussons &ndash; which makes Imperial Leather soap, Carex handwash and Original Source shower gel &ndash; pointed to a change in habits.
Cussons chief Jonathan Myers said there had been growth in the soap bar market for the &ldquo;first time in years, probably decades&rdquo;.
He said: &ldquo;The real driver is because the cheapest way to make skin cleaner is a bar of soap.&rdquo;
Showers are more economical than baths, providing you are in and out in under 10 minutes.
Figures from supermarkets in July showed handwash sales fell 23% in the first six months of the year. Bubble bath sales decreased by 35%.
Only hand sanitiser bucked the trend with sales up 29%.
One suggestion is that we have become more European in our approach to hygiene.
Previous research suggested fewer than half of French people took a shower or bath every day, compared with more than two-thirds of Brits.
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