Kruidvat raises awareness about care insecurity
A discreet yet very real phenomenon has caught our attention: care poverty. Too often overlooked, it affects a significant part of the Belgian population and directly influences purchasing behavior, the relationship with retail, and access to essential products.
Through a recent study commissioned by Kruidvat, we take stock of the figures, perceptions, and concrete initiatives that aim to address this invisible need.
Perception differences
According to a study conducted by Ipsos I&O for Kruidvat, 27% of Belgian adults reported having lacked sufficient budget over the past year to purchase basic personal care products. While 54% of the population has heard of "care poverty," nearly half (46%) believes the issue does not affect their immediate surroundings.
Those affected mainly forgo makeup (33%), facial care (26%), and laundry detergent (23%), and report a need for shower gel (48%), shampoo (44%), and dental products (41%). In contrast, those not affected believe the primary needs are menstrual products (65%), shower gel (65%), and dental care items (64%).
The study also highlights differences in perceived consequences: 25% of those affected report physical effects, 34% mental effects, and 22% social consequences. However, the general population largely believes that physical (94%), mental (94%), and social (93%) impacts are common among those experiencing care poverty.
Shame appears to be a major barrier: 65% of those affected do not dare talk about their situation, and 44% find it difficult to seek material help. Additionally, 61% do not turn to any external aid organizations. The Belgian Federation of Food Banks notes that despite a stabilization in the number of aid recipients (209,000 in 2024), the need remains high.
Together in action weeks
In response, Kruidvat is launching the "Together in Action Weeks," from June 9 to 22. The campaign includes a 1+1+1 initiative: for every purchase of a participating personal care product, the customer receives one free, and an identical product is donated to a financially vulnerable family. Additionally, €25 Health & Beauty cards are distributed through the Food Banks, and customers can donate their loyalty points, which Kruidvat will double in value. The initiative aims to raise awareness and promote understanding of care poverty in Belgium.
Author Giorgi Sabanadze
KruidvatIpsosStudyInsightsNon FoodPersonal Care