BRITAIN has become a nation of soap-dodgers in the wake of the cost-of-living crisis.
Demand for personal hygiene products has plummeted as prices have shot up by more than 50% in a year, according to supermarket sales data from Reapp.
Shoppers are buying 48% less soap and 23% less hand wash than six months ago.
<img style="width: 100%;" src="https://cdn.magzter.com/1583505505/1690157935/articles/imaMS-yQH1690171713385/1150096819.jpg">
A four-pack of Pears soap now costs &pound;3 on average, compared to &pound;2.40 this time last year.&nbsp;And a six-pack of Dove soap is up from &pound;2.50 to &pound;3.50.
James Lamplugh, of Reapp, said: "We are seeing significant sales drops in personal health care, suggesting consumers are cutting back on products not deemed essential as the cost-of-living crisis continues."
A report issued last year suggested 3.2million UK adults are now living in "hygiene poverty" - with 39% admitting they avoided seeing friends as a result.

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.