Nearly 75 per cent of people living in the South East have a full body wash at least seven times a week. And close to a third of that number say they're washing more than seven times a week according to Southampton University Research.
The researchers say less frequent showering - more likely to be a habit of the elderly - is dying out. They also add that the implications on the demand for water and energy are huge.
The results of the 1,802 people who took part in the survey showed that the days of bathing and flannel washing are nearly over - people are now showering with more than ever before.