Australia’s market for forest-friendly recycled toilet paper has seen a surge in brands offering sustainable alternatives. The entry of Who Gives a Crap (WGAC) into UK supermarket chain Tesco marks a significant expansion for the Australian brand, which initially started as a home delivery service. Now, WGAC products can be found in major Australian supermarkets like Woolworths, Aldi, and independent stores such as IGA.
Despite the growing presence of recycled toilet paper brands like WGAC, traditional virgin-pulp toilet paper still dominates the market. This raises questions about the potential for further shifts in consumer preferences and the availability of ethical and environmentally friendly options for shoppers.
Mainstream toilet paper typically relies on virgin pulp sourced from hardwood tree plantations. Jennifer Macklin, a senior research fellow at Monash University, emphasizes the environmental benefits of recycled paper, which requires less energy and water to produce compared to virgin or bamboo alternatives. Elissa Foster, head of sustainability at WGAC, points out that over a million trees are felled daily for traditional toilet paper production, highlighting the environmental impact of using virgin pulp.
Choosing recycled toilet paper not only diverts post-consumer waste from landfills but also reduces the demand for virgin pulp, contributing to a circular economy. This shift can help protect habitats for wildlife species like the yellow-tailed black-cockatoo, as noted by Estelle Van Hoeydonck, a conservation campaigner at Zoos Victoria.
While bamboo is often marketed as a sustainable option due to its rapid growth compared to traditional trees, experts like Macklin suggest that recycled paper remains the more environmentally friendly choice. Despite this, some consumers prefer bamboo for its softness and comfort, although concerns about disintegration and plumbing issues have been raised.
The demand for recycled toilet paper is on the rise, with brands like WGAC reporting significant growth in sales both online and in supermarkets. As consumer awareness of environmental issues increases, more shoppers are opting for recycled options, prompting supermarkets to expand their range of sustainable products.
Although some retailers like Woolworths offer a variety of recycled brands, others have more limited selections. Startups like Yarn’n, Oo Bamboo, and Emotions have also entered the market with home-delivery models that often include charitable donations with each purchase.
As the popularity of recycled toilet paper continues to grow, the industry is witnessing a shift towards more sustainable practices that benefit both the environment and consumers. By making informed choices about their toilet paper purchases, individuals can play a part in supporting conservation efforts and promoting a greener future.
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