Londoners top poll for plastic bathroom waste, study reveals

A study has found more than three in 10 Brits throw away three or more pieces of bathroom plastic each month - instead of recycling.

A poll of 2,000 adults found, those in London are the worst offenders, tossing out more single-use toiletries than anywhere else in the UK, on average four items per month, including deodorants, razors and toothbrushes.

Six in 10 said they were concerned about plastic waste from bathroom products | Anita Maric / SWNS

placeholder image — Six in 10 said they were concerned about plastic waste from bathroom products | Anita Maric / SWNS

After London, the North West and West Midlands were the biggest offenders, with residents throwing away close to three items a month on average. In fact, 64 per cent of residents in the capital admitted they regularly chuck plastic bathroom items straight in the bin rather than recycling them.

Of those that regularly throw away plastic bathroom items, 22 per cent said convenience wins over sustainability when it comes to their daily routines, despite growing awareness of plastic waste.

The research, by natural deodorant brand Fussy, is part of its ‘Don’t Be a T*sser’ campaign to shine light on those everyday habits and to show that cutting down on single-use plastic can be simple and affordable.

Matt Kennedy, founder and CEO of the brand, said: "Brits are pretty good at spotting a t*sser - but it turns out plenty of us are being one in our own bathrooms. You don’t need to overhaul your life to make a difference - small swaps like using refillable items really do add up over time.

“It’s not that people don’t care - a lot of people simply don’t know what can be recycled in the bathroom, or that refillable options even exist.”

The study also found, 25 per cent don’t realise many everyday bathroom essentials can be swapped for refillable or reusable alternatives. Nationally, the most discarded bathroom plastics were toothpaste tubes (55 per cent), followed by disposable razors (35 per cent) and shampoo bottles (35 per cent).

Despite that, 61 per cent said they were concerned about plastic waste from bathroom products, according to OnePoll figures. However, 16 per cent said they only recycle bathroom plastics when it is easy, while a further 12 per cent said they recycle some things but bin most.

Only 15 per cent said they had tried a refillable deodorant, although 34 per cent had used a reusable razor and 26 per cent had tried shampoo or conditioner refills. When asked what would persuade them to switch, the top answer was lower cost (62 per cent), ahead of products being easier to buy in shops (43 per cent).

Deborah Meaden, investor in Fussy, said: “The scale of single-use plastic waste in our bathrooms is still staggering, and far too often it goes unnoticed. I’m proud to support the ‘Don’t Be a T*sser’ campaign, as it encourages people to rethink everyday habits and reduce unnecessary waste.

“It’s bold, it’s memorable, and if it shifts behaviour and gets more people talking, then I’m all for it.”