![]() ![]() Shortly after its founding in 2012, Who Gives a Crap realized it needed to match the quality of traditional offerings. 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.” A look at reviews on Seventh Generation’s website shows why. retailers, while the big three - P&G, Kimberly-Clark and Georgia-Pacific - controlled 70 per cent of the market, according to Euromonitor International. In 2020, recycled toilet paper accounted for just 1.6 per cent of sales from U.S. It’s possible to make up some of that soft feel consumers want, but not all, according to Seventh Generation’s Wolf. Reclaimed tissue makers work with fibres that are shorter because they get damaged during the recycling process, so they yield tissue that’s not as smooth. Lately, it looks like the industry is running out of ideas, with a recent push to make rolls fluffier and market them as “mega.”īut the baseline remains softness, and recycled toilet paper, which has been around for more than two decades, has generally fallen short on that front. The sector has since tried to add benefit stories around infusing toilet paper with lotion or scents like lavender. ![]() This advertisement has not loaded yet, but your article continues below.
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