Bath Tissue

• In the U.S., the toilet paper industry is worth $31 billion and is still growing.

• There has been little evolution of the toilet paper, characterized recently only by its size and designs. 
• Recently, the market has shown an interest towards brands that offered a more sustainable product. 

• A 2019 report by the Natural Resources Defense Council titled “The Issue With Tissue” has evaluated the sustainability of the production process of toilet paper for some of the largest brands.
• It has found that some best-selling brands such as Charmin by Procter & Gamble, Cottonelle by Kimberly Clark and Quilted Northern by Georgia-Pacific score very poorly when it comes to sustainability as their toilet paper is produced from freshly cut tress.
• However, a new wave of eco-friendly brands is emerging who use recycled paper, bamboo paper, or sugarcane paper. 
• These companies are Who Gives a Crap, N°2, Tushy, Better Planet, Seventh Generation,Cheeky Monkey, Beepy, Peach and Pure Planet Club.

• In the same way, N°2 is also a brand that focus on revolutionizing the branding and packaging of toilet paper, by making it nicer to look at in the bathroom.

Facial Tissue

• In the facial tissue industry, there are fewer signs of disruption with major brands such as Kleenex, Puffs, and Scottie dominating the market.

Euromonitor Reports

• "Retail Tissue in the US" published in March 2019. 
• "Tissue and Hygiene in the US" published in March 2019. 
• "Retail Toilet Paper: Growth, Opportunities, Disruptors" published in January 2020.