UK consumers underestimate the value of their wash bags by two thirds

Luxury beauty essentials have boosted the value of the average Briton’s wash bag to some £156, however many UK men and women believe theirs to be worth just a third of that amount – just £52.

A recent study by hotel chain Travelodge found that some 82% of UK consumers were unaware of the real value of the beauty essentials they use every day, despite many women and increasing numbers of men using premium skincare.

The research, which surveyed 3,000 adults, also found that more than half of respondents reported having two toiletry bags – one for everyday use and one to use whilst travelling.

According to the National Bureau of Statistics, UK consumers are spending some £14billion on toiletries and cosmetics each year, buoyed by growth in the male grooming and premium beauty sectors. In fact, one in five women surveyed admitted to purchasing more luxury toiletry items when going on holiday.

Professional Beauty reported last week that UK women spend on average £640 on beauty products each year, and many will stay loyal to their preferred brands regardless of price.

Travelodge’s Shakila Ahmed said, “I think the main reason why so many Britons are clueless to the actual value of their toiletry bag is due to the fact that most adults purchase their toiletry essentials on an ad-hoc basis.”