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Brits taking fewer baths to cut down on the cost of energy bills

Brits are taking fewer baths as they look to cut down on the cost of energy bills, hygiene manufacturer claims

  • PZ Cussons says Britons taking more showers are driving strong sales figures
  • It claims Britons are taking more showers to save money on water heating costs
  • Gas and electricity prices rose 1.7% and 6.7% in the year to August 2023 

Britons are taking fewer baths in order to save on utility bills, a hygiene manufacturer claims.

PZ Cussons, which owns brands including Imperial Leather and Original Source, has seen rising sales over the last year.

They claim the strong performance is due to consumers taking more showers in a bid to save money on the costs of heating up water.

Households have been hit with high energy bills over the past year.

Gas and electricity prices rose 1.7 per cent and 6.7 per cent, respectively, in the year to August 2023, according to the Office for National Statistics.

PZ Cussons says that Britons are taking less baths to try and cut down on water heating bills (Stock Image)

PZ Cussons chief executive Jonathan Myers said his company has been attempting to understand how consumers ‘are changing their habits and their needs when they are really feeling the pinch’.

He said: ‘It has meant different things in some of the different markets we operate in around the world.

‘But here in the UK, in particular, what it has meant, is actually people have been changing their daily habits. For sure, people are taking fewer baths and avoiding those expensive energy bills, and using more showers.’

Sales at the London-listed company increased by 6.1 per cent for the year to May 31, 2023 thanks to popular products such as Cussons Creations, a value line of shower gels.

The company saw sales of its Carex hand sanitiser surge during the Covid lockdowns – but boss Myers said cost pressures rather than hygiene was predominately influencing shopper behaviour now.

He said: ‘There’s no doubt at the time of the pandemic, and even a bit again now as we have heard of some rising Covid rates, people have been reaching out for [Carex].

‘No doubt, people are using it less now than in the peak of Covid. People have moved from hygiene concerns to cost of living concerns.’

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