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Tissue Agorà Blog

Posted By:Aug 5, 2015


Every ton of toilet paper produced requires about 1.75 tons of raw fiber. The amount of wood harvested annually may need to triple by 2050 to meet projected global demands for all industries—including pulp and paper.


Fifty percent of the fibers used to produce pulp for tissue goods come from recycled sources. Natural forests, plantations and tree farms supply the other 50%—and it’s often difficult to trace those virgin fibers to the specific forests they came from. The toilet paper you buy in a US grocery store, for example, could have been made with pulp from Brazil, Chile, Canada, Europe or Southeast Asia.


Deforestation in Brazil, which is driven by demand for wood and agricultural products, has declined by almost 80% since 2004. In Indonesia, meanwhile, deforestation has roughly doubled over the last decade—and most of that increase is driven by pulp and paper and palm oil production.


Average amount of toilet paper used by Americans per capita in a year. That’s roughly 130 rolls. The US is the world’s biggest buyer of toilet paper.


Brazil’s pulp and paper industry uses 5.4 million acres of planted forests, which were established on land that had been previously cleared for other purposes. And for every acre of forest used, about 1.3 acres have been restored or preserved in the country.


Sumatra is an ecological metropolis: the Indonesian island’s forests shelter 580 bird species and more than 200 mammal species, including critically endangered Sumatran tigers and elephants. But more than half of those forests have disappeared since 1985, and US markets have recently seen an influx of products made with fibers from Sumatran trees.


If you’re not sure where the toilet paper in your grocery store, school or hotel comes from, ask the management or call the manufacturer—and make sure they offer FSC®-certified products. FSC certification, the most rigorous such program available, ensures that forests are well managed, habitats are protected and local communities’ rights are respected.

Source: WWF 

Posted By:Jul 20, 2015

The group, which is called "Our Response," says the toilet rolls are a way of letting Western governments know that Russians do not respect the sanctions against their country, and showing support for the government's foreign policy, organizer Kirill Kolyasin told the local NGS Omsk site on Saturday.

The idea to produce the toilet rolls first came to Kolyasin last year, but it was only after the EU this month extended its sanctions against Russia until January that his group decided to take the idea more seriously.

Our Response commissioned 1,000 printed rolls with the intention of selling them online at a price of 990 rubles ($18) for a pack of two. The product will come sealed in a plastic casing covered with images of Western leaders, NGS Omsk reported.

The group has also sent their product to the U.S., German and British embassies, the report said.

Posted By:Jul 16, 2015

Sales in the United States of what the industry calls "luxury" rolls — anything quilted, lotioned, perfumed or ultra-soft, from two- to four-ply — climbed to $1.4 billion last year, outpacing all other kinds of toilet paper for the first time in nearly a decade, data from market research firm Euromonitor International show.

The luxury market is one-fourth the size of the standard TP market, but its prominence in Big Wipe is growing faster than many industry watchers expected. Luxury toilet paper sales have grown more than 70 percent since 2000, and they're expected to keep growing faster than all other categories every year through at least 2018.

"Higher growth is expected out of the luxury segment as the improved economy allows consumers to satisfy their desire for comfort," Euromonitor analysts wrote in a recent industry report about toilet paper's "increasing premiumisation." "While the idea of ... luxury toilet paper may be slightly odd, (its) performance suggests otherwise."

This style of bath tissue offers a far different kind of luxury than, say, a $17,000 watch: It's the same ol' stuff, just thicker, softer and more absorbent than other rolls. Though it's a little pricier, analysts said, nearly everyone can still afford it, making it a surprising barometer for how confident Americans are that they can afford a minor splurge.

Before last year, luxury toilet paper's sales growth last beat out the other rolls in 2000 and 2005, both boom years for the U.S. economy and consumer spending. The luxury toilet paper business is expected to grow 9 percent over the next five years, compared with 6 percent for the cheapest "economy" lines.

To compete for the luxury crowd, paper giants are paying heavily to advertise just how luxurious their rolls can be. To promote Cottonelle's new "CleanRipple" design, which spokesperson Bob Brand said would "be a differentiator in the premium bath tissue space," parent company Kimberly-Clark has sprung for TV ads that suggest users of its new high-end blend will be so clean they can "go commando." The firm also paid for reunited boy band New Kids on the Block to play a Cottonelle-sponsored concert last month in New York.

Those appeals to bathroom grandeur seem to be paying off. Sales of the three-ply Quilted Northern Ultra Plush, which last year rolled out improvements to its "silkiness," jumped 30 percent in the United States last year over 2013, said Anna Umphress, a spokeswoman at consumer-goods firm Georgia-Pacific, which makes Quilted Northern and Angel Soft.

The toilet paper maker is pushing more than ever to tailor its offerings more closely to American shoppers. A special line of lavender-scented Angel Soft, for instance, has been targeted to Hispanic buyers, said Vivek Joshi, vice president of Georgia-Pacific's tissue division, for one simple reason: The vast majority of papel confort sold in Mexico is scented. (For the same reason, Charmin unveiled a chamomile-scented toilet paper in August with an endorsement from Ana Patricia González, host of "¡Despierta América!," a morning show on Spanish-language network Univision.)

The struggle for toilet paper chains is convincing shoppers that pricier luxury papers aren't just flushing cash down the toilet. Though even during a recession, analysts said, they saw shoppers who were more than willing to trade up for one of the few indulgences they could afford.

"Even in a down market, people want a little bit of luxury," Umphress said. "They may not be able to take a spa vacation. But they can make their home a little bit more spa-like."

Outside of standard toilet paper, sales of luxury rolls still trail thinner, cheaper economy brands, often bought in bulk for bathrooms in places like schools, malls and gas stations. And in general, toilet paper rolls are shrinking, as paper makers attempt to recoup money lost from dropping sales on other products, like paper towels.

Luxury toilet paper is not without its challenges, of course. It doesn't exactly have the same word-of-mouth power of other high-end purchases. And because it offers mostly superficial benefits, analysts question just how long luxury toilet paper's winning streak can continue.

"Premiumisation is a tool to drive that value, but there are limits to how far that can take you," said Svetlana Uduslivaia, Euromonitor's head of tissue and hygiene. "At the end of the day, for most consumers, toilet paper is toilet paper."

Source: The Washington Post

Posted By:adminMar 25, 2015

Sales of luxury toilet paper are being heralded as the newest way to measure the economy - and judging by our current spending habits things in Britain are looking up.

Spending on products for short-term use is crucial in revealing how confident a country's population are in their own economic prospects - and luxury loo paper sales suggest the recession is well and truly over.

A report by market intelligence firm Euromonitor International found the UK stands out among the European countries as only 5.3 per cent of £1.9billion toilet paper sales were made up from the cheaper brands. 

The analysts found although top brands like Cushelle, Andrex and Velvet are a little pricier, they are a luxury most people can afford.

They said in the report: 'While the idea of luxury toilet paper may be slightly odd, its performance suggests otherwise.' 

They added that toilet paper has become the barometer for how confident people are in their economy and whether they can afford a minor splurge.

Waitrose recently announced that premium toilet tissue sales are up 12 per cent year on year.

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