There may also be something in the appeal of a large pile of rolls, according to Sabrina Faramarzi, a trend analyst. The popularity of the pyramid of rolls may have something to do with the ‘idea of being prepared’ after the pandemic shortages. WGAC donates 50% of its profits to help improve sanitation all over the world.įflur Roberts, the head of luxury goods at the market research company Euromonitor, says: “Post-pandemic, consumers increasingly demand that companies support social initiatives and reduce their environmental footprint.” She adds that brands that “not only show commitments through claims but also invest in educating consumers on the various facets of sustainability such as water sanitation” are the ones resonating better with young people. Griffiths rejects the idea that the toilet roll is becoming a status symbol, saying people are “opting in for products that are aligned with their values” instead. Opting for one of these branded eco-rolls may be a form of conspicuous consumption, but it also allows you to broadcast your green credentials to guests. The traditional British shame around all things scatological seems to have been replaced by a sense of pride in the products that can make using the bathroom a more pleasant experience. The soap and cosmetics brand Aesop has been selling, at about £20 a bottle, Post-Poo Drops that in effect mask “disagreeable smells with crisp notes of citrus peel and discreet florals”, while silicone loo brushes that are used at a branch of the private members club Soho House are something of a cult item. Photograph: Christopher Furlong/Getty ImagesĬonsumers are not lacking for choice in the bathroom. Neutral-hued, these rolls assert their provenance only with subtle hints, just as a detail might on a baseball cap by the Row or a Loro Piana suede mule.Ī shopper gets the last pack of toilet rolls at a supermarket in Northwich on 19 March 2020. If the overtly branded rolls signify a certain status, so too do the more minimalist brands, whose design is conveying the toilet paper equivalent of “stealth wealth”. “Graphic patterns on the individually packaged toilet rolls also appeal to those with less storage space as they can be artfully left on display,” she says. “The trend coincides with the rise of personal expression in interiors,” she said.ĭickinson says consumers are “paying attention to the finer details” right down to their loo paper, adding that design is key. There is another factor, according to Claire Dickinson of the trend forecasting company WGSN. The majority of toilet paper companies are affected by the legislation, which came into effect in May, because they are heavily reliant on virgin pulp from newly harvested trees as a raw material for their products. WGAC does the TV advertising stuff but it is also pushing the envelope in other ways: this week it launched a range inspired by “real science”, with pictures of puppies and affirmations designed to help boost happy hormones – because “a better mood means better number twos”.ĭemand for eco-rolls is likely to increase because of the impact of EU deforestation laws on the broader toilet paper sector. Feel Good is available at Waitrose and WGAC soon will be. While some of the brands can still be found online only, others are available at convenience stores and supermarkets across the UK. In the first few weeks of March 2020, 28 rolls of Who Gives A Crap toilet paper were sold every second, says the firm’s CEO.
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