Early in the pandemic, toilet paper shortages pushed weary Americans to the fringes.
Out of necessity, millions tried rolls made from recycled paper or bamboo. And what they found surprised them. These alternatives were actually soft, far from the sandpaper-ish versions they grudgingly used at their office or in a public restroom. That revelation is shaking up what had been a stable — even boring — category that racked up about $10 billion at U.S. retailers last year.
Purchase patterns for toilet paper have historically been simple and lucrative: Shoppers found a brand, like Charmin, and bought it like clockwork every few weeks for years, even decades. But all those empty shelves made shoppers reconsider a product they had rarely given a second thought. That opened them up to emerging brands — some backed by venture capital — making claims about softness similar to those that had dominated the category for half a century, while adding a benefit for this era: saving the planet.
“Supply shortages forced consumers to become more experimental,” said Jamie Rosenberg, associate director of global household and personal care for researcher Mintel Group. “Often that meant trying eco-niche products for the first time.”
In one telling example, Cloud Paper, a startup founded in 2019 that counts Jeff Bezos and Robert Downey Jr. as investors, saw its core business of supplying companies dry up early in the pandemic, but then shifted to selling its “tree-free” bamboo option directly to consumers on the web. Revenue boomed, and the company has since shipped more than two million rolls across America.
Now these alternatives need to show they can sustain that momentum as COVID-19 fades, and the masses return to some normalcy and possibly their old ways.
AP Photo/J. Scott Applewhite
A worker stocks grocery shelves with toilet paper, a product that was hoarded and in short supply at the start of the pandemic, in the Washington suburb of Merrifield, Va., on Nov. 14, 2021.
In-store sales of toilet paper surged at the beginning of the pandemic but have since slowed, according to data from NielsenIQ. And options deemed sustainable have retreated even faster. However, the figures don’t capture a lot of the purchases from these startups because they mostly sell online directly to consumers.
“There are those people who buy recycled tissue paper because they want to advance the environment,” said Martin Wolf, director of sustainability at Seventh Generation, a Unilever brand that offers eco-friendly paper products. Then there is “the much larger group of people who want something that’s very soft, very strong.”
And therein lies the challenge with products pitching sustainability: Their growth is capped if they can’t win over consumers beyond the group that already places a high premium on what’s deemed good for the environment. In surveys, majorities of consumers will often say they care about climate change or being green, but in reality that only goes so far.
To convert the masses, these brands need to get close to the real thing. History shows that to truly upend a category, a product needs to meet the basic requirements of the consumer before being considered. Diet soda needed to taste like soda. Plant-based burgers didn’t become meaningful until they got closer to mimicking beef.
The U.S. toilet paper industry revolves around softness, with giant brands engaging in a decades-long marketing battle over touch and feel. In the 1960s, Procter & Gamble broke through with a long-running TV campaign featuring a supermarket manager who tried to get housewives to resist squeezing the Charmin because it was so soft. Georgia-Pacific pitched “pillows of softness” for Quilted Northern. And Kimberly-Clark’s Cottonelle created the tagline: “Of course it isn’t cotton, but it is cottony soft.”
The sector has since tried to add benefit stories around infusing toilet paper with lotion or scents like lavender. Lately, it looks like the industry is running out of ideas, with a recent push to make rolls fluffier and market them as “mega.”
But the baseline remains softness, and recycled toilet paper, which has been around for more than two decades, has generally fallen short on that front. Reclaimed tissue makers work with fibers that are shorter because they get damaged during the recycling process, so they yield tissue that’s not as smooth. It’s possible to make up some of that soft feel consumers want, but not all, according to Seventh Generation’s Wolf.
In 2020, recycled toilet paper accounted for just 1.6% of sales from U.S. retailers, while the big three — P&G, Kimberly-Clark and Georgia-Pacific — controlled 70% of the market, according to Euromonitor International. A look at reviews on Seventh Generation’s website shows why. Customers no doubt like that the recycled toilet paper is eco-friendly, but one emblematic comment simply states: “It is not very soft, but doing its job.”
Joe Burbank/Orlando Sentinel
Empty shelves for high-demand products, such as toilet paper, bottled water and hand sanitizer, are seen at a Publix in Maitland, Fla., on April 2, 2020.
Upstart bamboo brands are now trying to make the case that they are just as soft, or coming really close, while layering on messaging that says they are fighting deforestation that hurts the environment. On its website, Cloud Paper says the equivalent of 40,000 trees are cut down per day for traditional toilet paper and paper towels.
Grove Collaborative, a startup selling eco-friendly goods with about $385 million in annual revenue and a valuation of around $1.5 billion, churned through half a dozen versions of its bamboo toilet paper in pursuit of softness. One big leap was making it completely from bamboo fibers, instead of mixing in sugarcane. Simplifying the inputs made upgrades easier, and each improvement increased sales, according to Grove Chief Executive Officer Stuart Landesberg.
“Price matters. Packaging matters. Story matters,” Landesberg said. “But ultimately quality matters probably most, especially in this category.”
Bamboo toilet paper makers have also narrowed the gap on cost — another common hurdle for brands pitching sustainability. Grove furled its rolls tighter, boosting how much tissue it fits onto each roll and reducing shipping costs. Cloud Paper began offering bulk orders of 96 rolls, which helped cut the number of deliveries.
In a Bloomberg analysis, some bamboo offerings are about the same price as those from major brands made with virgin trees. Cloud Paper’s 24-pack comes out to roughly 40 cents per hundred sheets, about the same cost as Charmin’s ultra soft offering of the same size. Bamboo options are now sold by major retailers, including Walmart, Target and Amazon.
Brands pitching sustainability have also benefited from environmental groups pressuring the industry. In 2019, the Natural Resources Defense Council sparked media coverage with a report titled “The Issue With Tissue: How Americans Are Flushing Forests Down the Toilet.”
The advocacy organization accused the big brands of not doing more to shift away from using virgin wood pulp that was being harvested from trees cut down in places like the boreal forest in Canada, which according to NRDC estimates removes in a year the carbon dioxide equivalent to the emissions of 24 million cars.
“Forests are finite,” said Zoe Levin, founder of Bim Bam Boo, another bamboo brand. “We have to find a better solution.”
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Tax penalties are a waste of your money. Here’s how to avoid them
Ting Shen/Xinhua via Getty Images
You're probably not too happy with your grocery bills these days. But there are strategies to help you shop without breaking the bank.
Food prices rose 1% in February, the largest monthly increase since April 2020. Over the past 12 months, overall food prices increased 7.9%, the biggest jump since July 1981. Grocery store prices rose at an even faster clip.
Every food item tracked by the Bureau of Labor Statistics was more expensive last month than it was a year ago. Meat, eggs and soup prices have the widest gap from last year, jumping by double-digits through February.
"When it comes to saving money on groceries, consumers have many options, but it does require making changes to our routines and some savvy decision making," said Carman Allison at NielsenIQ.
Ting Shen/Xinhua via Getty Images
You're probably not too happy with your grocery bills these days. But there are strategies to help you shop without breaking the bank.
Food prices rose 1% in February, the largest monthly increase since April 2020. Over the past 12 months, overall food prices increased 7.9%, the biggest jump since July 1981. Grocery store prices rose at an even faster clip.
Every food item tracked by the Bureau of Labor Statistics was more expensive last month than it was a year ago. Meat, eggs and soup prices have the widest gap from last year, jumping by double-digits through February.
"When it comes to saving money on groceries, consumers have many options, but it does require making changes to our routines and some savvy decision making," said Carman Allison at NielsenIQ.
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Tax penalties are a waste of your money. Here’s how to avoid them
Grocery stores are well trained in the science of stimulating your taste buds.
The best way to avoid impulsive buys that add to your grocery bill? Make a list beforehand of what you're there buy — and stick to it. Don't get distracted by all those desserts and snacks that aren't on your list.
Planning ahead and shopping with a list help keep you focused on what you need and reduces time browsing around, where temptations can take hold.
Be deliberate at the store and don't add extra stuff to your cart while you wait in the checkout line, where stores tend to put hard-to-resist sweets and other eye-catching items.
Grocery stores are well trained in the science of stimulating your taste buds.
The best way to avoid impulsive buys that add to your grocery bill? Make a list beforehand of what you're there buy — and stick to it. Don't get distracted by all those desserts and snacks that aren't on your list.
Planning ahead and shopping with a list help keep you focused on what you need and reduces time browsing around, where temptations can take hold.
Be deliberate at the store and don't add extra stuff to your cart while you wait in the checkout line, where stores tend to put hard-to-resist sweets and other eye-catching items.
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Tax penalties are a waste of your money. Here’s how to avoid them
Finding the best deals means shopping around and comparing prices on products at different stores. One might have better prices on eggs, but another might be cheaper for fish.
"I do not have allegiance to any one supermarket. If you've got the best price, you're my best friend at that moment," said Edgar Dworsky, a former assistant attorney general in Massachusetts and founder of Consumer World, an education resource.
But don't just compare prices among the same types of stores. Supermarkets, big box outlets, wholesale clubs, discount grocers and dollar store chains all have different prices and promotion strategies. Check out co-ops and farmers' markets too.
"People can save a lot of money if they know how these stores are set up," said Victor Martino, the founder of grocery consulting firm Third Wave Strategies. He recommends shopping at at least two different store formats.
Finding the best deals means shopping around and comparing prices on products at different stores. One might have better prices on eggs, but another might be cheaper for fish.
"I do not have allegiance to any one supermarket. If you've got the best price, you're my best friend at that moment," said Edgar Dworsky, a former assistant attorney general in Massachusetts and founder of Consumer World, an education resource.
But don't just compare prices among the same types of stores. Supermarkets, big box outlets, wholesale clubs, discount grocers and dollar store chains all have different prices and promotion strategies. Check out co-ops and farmers' markets too.
"People can save a lot of money if they know how these stores are set up," said Victor Martino, the founder of grocery consulting firm Third Wave Strategies. He recommends shopping at at least two different store formats.
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Tax penalties are a waste of your money. Here’s how to avoid them
AP Photo/Rick Bowmer
Stores put out weekly advertisements for sale items in print and online.
Find out when a store releases those offers. Many put out their circular ads on Wednesdays, so that's often the best day to find deals. Check them out and compare.
If there's a great deal, consider stocking up on the product.
"When apple juice is 99 cents a gallon, I will buy a case or two," Dworsky said.
And to make sure you're actually getting a good deal, take a look at the price history of products on websites such as CamelCamelCamel.
AP Photo/Rick Bowmer
Stores put out weekly advertisements for sale items in print and online.
Find out when a store releases those offers. Many put out their circular ads on Wednesdays, so that's often the best day to find deals. Check them out and compare.
If there's a great deal, consider stocking up on the product.
"When apple juice is 99 cents a gallon, I will buy a case or two," Dworsky said.
And to make sure you're actually getting a good deal, take a look at the price history of products on websites such as CamelCamelCamel.
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Tax penalties are a waste of your money. Here’s how to avoid them
AP Photo/Jeff Chiu
Most supermarkets offer free loyalty cards with special deals and savings for members. Some grocers' loyalty cards also offer savings on gas.
Use them.
If you're not using a loyalty card, "you're throwing money away," Dworsky said. "It's absolutely crazy."
AP Photo/Jeff Chiu
Most supermarkets offer free loyalty cards with special deals and savings for members. Some grocers' loyalty cards also offer savings on gas.
Use them.
If you're not using a loyalty card, "you're throwing money away," Dworsky said. "It's absolutely crazy."
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Tax penalties are a waste of your money. Here’s how to avoid them
Stores' private-label brands used to be considered cheap knockoffs. But grocers have spent a lot of time and money in recent years improving their products.
House brands are often produced by the same manufacturers that make the big-name items, but they're typically cheaper. Switching to a private label alternative can save shoppers anywhere from 10% to 40%, according to David Bishop, a partner at grocery consulting firm Brick Meets Click.
Experts consider Costco's Kirkland Signature to be one of the top private-label brands. Other store brands include Great Value from Walmart, Simple Truth from Kroger and Good & Gather from Target.
Stores' private-label brands used to be considered cheap knockoffs. But grocers have spent a lot of time and money in recent years improving their products.
House brands are often produced by the same manufacturers that make the big-name items, but they're typically cheaper. Switching to a private label alternative can save shoppers anywhere from 10% to 40%, according to David Bishop, a partner at grocery consulting firm Brick Meets Click.
Experts consider Costco's Kirkland Signature to be one of the top private-label brands. Other store brands include Great Value from Walmart, Simple Truth from Kroger and Good & Gather from Target.
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Tax penalties are a waste of your money. Here’s how to avoid them
Less cereal in the box. Smaller snack sizes. Ice cream gone missing in a container.
You're not losing your mind. You are actually paying the same price or more these days for everyday items but running through them more quickly because their sizes have shrunk.
The reason? A sneaky tactic known as "shrinkflation," deployed by consumer product brands and grocery stores. The phenomenon has been going on for decades, but it typically becomes more common when companies' costs go up, such as during the inflation surge we are seeing today.
There's a way to beat shrinkflation though, say experts: Compare unit pricing — the price per ounce or per 100-count — on similar products to see which is the better deal.
Less cereal in the box. Smaller snack sizes. Ice cream gone missing in a container.
You're not losing your mind. You are actually paying the same price or more these days for everyday items but running through them more quickly because their sizes have shrunk.
The reason? A sneaky tactic known as "shrinkflation," deployed by consumer product brands and grocery stores. The phenomenon has been going on for decades, but it typically becomes more common when companies' costs go up, such as during the inflation surge we are seeing today.
There's a way to beat shrinkflation though, say experts: Compare unit pricing — the price per ounce or per 100-count — on similar products to see which is the better deal.
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Tax penalties are a waste of your money. Here’s how to avoid them
Meat has seen some of the sharpest price increases during the pandemic.
In February, meat prices rose 14% from a year ago. Chicken was right behind, up 13%.
"Frozen chicken breasts are good quality, can be defrosted one at a time and the savings are significant," said David D'Arezzo, a former chief merchant at Dollar General and an executive at pharmacy and supermarket chains.
Frozen vegetables are also a good option, he said. They don't go bad or spoil like fresh vegetables, a hit to your wallet.
Another tip for buying veggies: Buy them at peak season. If you buy tomatoes or other produce when they're off season, you're likely to pay more.
"If you shop seasonally, you can save 25% to 30%," said Martino of Third Wave Strategies.
Meat has seen some of the sharpest price increases during the pandemic.
In February, meat prices rose 14% from a year ago. Chicken was right behind, up 13%.
"Frozen chicken breasts are good quality, can be defrosted one at a time and the savings are significant," said David D'Arezzo, a former chief merchant at Dollar General and an executive at pharmacy and supermarket chains.
Frozen vegetables are also a good option, he said. They don't go bad or spoil like fresh vegetables, a hit to your wallet.
Another tip for buying veggies: Buy them at peak season. If you buy tomatoes or other produce when they're off season, you're likely to pay more.
"If you shop seasonally, you can save 25% to 30%," said Martino of Third Wave Strategies.
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Tax penalties are a waste of your money. Here’s how to avoid them
Look at the day-old produce racks or produce outlets in your area to save.
There are also "ugly" produce sellers online such as Imperfect Foods and Misfits Market that buy and resell quality fruit and vegetables that grocery stores have rejected at steep discounts.
"Why not pay half price for slightly-dinged produce?" Dworsky said.
Look at the day-old produce racks or produce outlets in your area to save.
There are also "ugly" produce sellers online such as Imperfect Foods and Misfits Market that buy and resell quality fruit and vegetables that grocery stores have rejected at steep discounts.
"Why not pay half price for slightly-dinged produce?" Dworsky said.
