Business Wars Business Battles | Toilet Paper Wars: White Gold | 5
May 27, 2020
During the pandemic, panic over toilet paper led to bizarre buying frenzies worldwide. The industry has transformed from a basic product to a multi-billion-dollar market, facing the rise of eco-friendly competitors. Delve into the history of toilet paper, from its introduction in 1857 to today's strategic innovations. Discover how psychological factors influenced consumer behavior and hoarding during the crisis, and learn about the ongoing challenges the industry faces as it adapts to changing consumer preferences.
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The Great Toilet Paper Panic
- During the initial COVID-19 pandemic, panic-buying ensued, focused on toilet paper.
- People were fighting over TP, even calling 911, highlighting its perceived importance.
Toilet Paper: A Luxury Item
- Early toilet paper, like Gaiety's medicated sheets, was expensive, making it a luxury.
- Despite the cost, it was preferred over alternatives, proving its market potential.
Scott Brothers' Private Label Success
- The Scott brothers capitalized on indoor plumbing by selling private-label toilet paper.
- This strategy eliminated embarrassment and encouraged store promotion.
