U.S. Retailers Plan To Upgrade Quality Of Private-Label Toilet Paper

Leading retailers in the United States, including Kroger Co., Supervalu Inc., and Wal-Mart Stores, are planning to upgrade the quality of their store-brand toilet paper using a process that used to be almost exclusively used by Procter & Gamble, Kimberly-Clark, and other major manufacturers. Such a move is expected to help private labels grab a bigger share of the $8.8 billion toilet paper market in the United States. Since 2007, sales of private labels have increased three times faster than the overall toilet paper market to $1.5 billion in 2012, according to Euromonitor Inc. This helped store-branded toilet paper to grow its share of the market from 13.1 percent to 17.6 percent.