In these unconventional times, the once humble toilet roll has taken on a new level of status and importance, surpassing the traditional symbols of luxury like handbags and cars. Trendy restaurants and even friends’ homes proudly display meticulously arranged pyramids of toilet paper in vibrant and eye-catching packaging. Influencers on Instagram now embrace it as a backdrop in their bathroom selfies, rather than hiding it away.
While Who Gives A Crap (WGAC) is a well-known brand, other companies like Bazoo and Feel Good have emerged with equally colorful packaging and eco-friendly messaging. There are also brands like The Cheeky Panda, Bumboo, and Naked Sprout that offer a more muted color palette. These brands proudly advertise their commitment to sustainability by using recycled paper or bamboo in their products.
Once considered niche, these symbols of ethical consumption have gained momentum since the spike in toilet paper sales at the start of the pandemic. Simon Griffiths, CEO and co-founder of WGAC, revealed that they were selling a staggering 28 rolls per second in the first few days of March 2020.
While some brands are only available online, others can be found in convenience stores and supermarkets across the UK. Feel Good, for example, is available at Waitrose, and WGAC will soon be as well. WGAC not only relies on TV advertising but also pushes boundaries in product design. They recently launched a range inspired by “real science,” featuring images of puppies and affirmations designed to boost happy hormones and enhance mood during bathroom breaks.
The demand for eco-friendly toilet paper is likely to increase due to the impact of EU deforestation laws on the broader toilet paper industry. Majority of toilet paper companies were affected by these laws, implemented in May, as they heavily rely on virgin pulp from newly harvested trees.
Claire Dickinson, from trend forecasting company WGSN, believes this trend aligns with the rise of personal expression in interior design. Consumers are paying attention to even the finest details, including their choice of toilet paper. Graphic patterns on individually packaged rolls are particularly popular as they can serve as artistic displays, especially for those with limited storage space.
These branded toilet paper rolls, whether overtly or minimalist in design, have become a form of status symbol. Minimalist brands use subtle hints and neutral colors to convey a sense of “stealth wealth,” similar to luxury fashion items that showcase their origin through subtle details.
Consumers now have a vast range of bathroom products to choose from. For example, Aesop, a soap and cosmetics brand, offers Post-Poo Drops that mask unpleasant odors with citrus notes and discreet floral scents. Silicone toilet brushes used at private members club Soho House have also gained a cult following. The stigma around bathroom products has given way to pride in products that enhance the overall bathroom experience.
By choosing these branded eco-friendly toilet papers, consumers can display their commitment to the environment and their green values. WGAC, for instance, donates 50% of its profits to improve sanitation worldwide.
Fflur Roberts, head of luxury goods at market research company Euromonitor, notes that post-pandemic consumers are increasingly demanding that companies support social initiatives and reduce their environmental impact. Brands that not only make sustainability claims but also educate consumers about various sustainability aspects, like water sanitation, are resonating better with younger demographics.
The popularity of pyramid displays of toilet paper rolls may stem from the idea of being prepared after experiencing shortages during the pandemic. Sabrina Faramarzi, a trend analyst, suggests that having a well-stocked pantry and an abundance of toilet paper may signify being organized and in control. Brands like Bazoo, Naked Sprout, and Bumboo cater to this mindset by offering larger pack sizes of at least 24 rolls.
Premium toilet paper is not a new concept. In the past, paper itself was a luxury product, with sheep’s wool, leaves, and shells being the norm for wiping. Wealthy individuals would use soft wool, while poorer people would resort to coarser cloth. The history of toilet paper is intertwined with class distinctions, as Richard Smyth, author of “Bum Fodder: An Absorbing History of Toilet Paper,” explains.
In conclusion, the toilet roll has evolved from a mere hygiene product to a status symbol and an expression of personal values and taste. The market for eco-friendly and aesthetically pleasing toilet paper continues to grow, especially with the impact of sustainability regulations and consumers’ increasing demand for socially responsible products.
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