The Consumer Goods Forum’s (CGF) Healthier Lives Coalition, Lifecourse Wellness is a cross-sector effort that brings together businesses, charities, and public organisations to help people live healthier lives at every stage. By working together, the Coalition supports inclusive, community-based solutions that tackle health inequalities and improve wellbeing.
In this spirit, Tesco’s ongoing campaign to address hygiene poverty in the UK exemplifies how retailers and manufacturers can work in partnership with the charity sector to deliver real, measurable impact for families facing daily health challenges.
Tesco, one of the UK’s leading retailers, has partnered with six major hygiene product manufacturers—including other CGF members Haleon, Unilever, and P&G—and UK charity In Kind Direct, to combat hygiene poverty across the country. In Kind Direct distributes donated products through a network of over 6,000 charitable organisations including schools, food banks, and community groups. The partnership focuses on providing essential personal hygiene products to individuals and families in need, with a particular emphasis on supporting children affected by poverty.
This case study shows how Tesco and its partners have mobilised their reach and resources to make a tangible impact on hygiene poverty in the UK. By addressing an often-overlooked issue, the campaign not only improves day-to-day living for families in need but also fosters long-term wellbeing and dignity. It offers a replicable model for purpose-driven partnerships delivering meaningful change.
Tesco launched a nationwide campaign in collaboration with its suppliers and In Kind Direct, using a simple yet powerful donation model:
For every two selected hygiene products purchased (in-store or online), one additional product is donated by the manufacturer. Promotions ran in targeted bursts, with the most recent ending in April 2025.
These products are then distributed via In Kind Direct‘s extensive charitable network to reach those most in need.
The campaign was:
The impact of the campaign has been significant and continues to grow as more suppliers come on board. This initiative, now in its fifth year, illustrates the sustained value of collective action to address social challenges at scale.
Over 4 million hygiene products
have been donated to date – including 1.3 million this year alone.
Around 500,000 people helped each week
through the charity network.
Demonstrates the strength of cross-sector collaboration and
the business value in supporting vulnerable communities.
The Consumer Goods Forum’s Healthier Lives Coalition has a key focus on Life Course Wellness, aligning with the World Health Organisation’s ambition to improve health and wellbeing across every stage of life. This initiative brings together retailers and manufacturers to drive impactful physical and digital activations that empower consumers to make healthier choices presenting a clear opportunity to deliver better, more tailored health solutions that meet consumers’ needs throughout their life course.
The Coalition will target three key priorities:
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