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Fortune's shrinking bog roll

As commodity prices rise, so manufacturers seek to cut back on the raw materials that they use...

The November 15 issue of Fortune illustrates this well with an analysis of Scott 1000 toilet paper.

In 1995, a single sheet measured 4.5 by 4.5 inches. Four years later the sheet was cut to 4.5 by 4.1 inches while its maker, Kimberly-Clark made "softness enhancements". Seven years later, more "softness enhancements" plus a pattern added and the sheet is 4.5 by 3.7 inches. This August, a "10 per cent strength product enhancement" and, you guessed it, the sheet is 4.1 by 3.7 inches.

The Cottonelle double roll reduced from 308 sheets to 260 in February. The Angel Soft Double Roll went from 352 sheets to 300 and reduced from 4.17 inches wide to 4.0 in April. Charmin Ultra Soft Big Roll dropped from 200 sheets to 176 in July. Quilted Northern Soft and Strong Double Roll went from 286 to 242 sheets in September. A year ago it went from 4.5 inches wide to 4.0.

Will shoppers notice? Will local retailers notice? Where will it end? Well done to Fortune for the research.
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  1. The Village Postmaster16 November 2010 at 17:27

    Back to the torn up bits of the News of the World on a nail in the outside lavvy.

    ReplyDelete

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