Plant-based burgers didn’t become meaningful until they got closer to mimicking beef. History shows that to truly upend a category, a product needs to meet the basic requirements of the consumer before being considered. To convert the masses, these brands need to get close to the real thing. In surveys, majorities of consumers will often say they care about climate change or being green, but in reality that only goes so far. “Often that meant trying eco-niche products for the first time.” “Supply shortages forced consumers to become more experimental,” said Jamie Rosenberg, associate director of global household and personal care for researcher Mintel Group. That opened them up to emerging brands - some backed by venture capital - making claims about softness similar to those that had dominated the category for half a century, while adding a benefit for this era: saving the planet. Purchase patterns for toilet paper have historically been simple and lucrative: Shoppers found a brand, like Charmin, and bought it like clockwork every few weeks for years, even decades.īut all those empty shelves made shoppers reconsider a product they had rarely given a second thought. That revelation is shaking up what had been a stable - even boring - category that racked up about $10 billion at U.S. These alternatives were actually soft, far from the sandpaper-ish versions they grudgingly used at their office or in a public restroom. Out of necessity, millions tried rolls made from recycled paper or bamboo. E-Pilot Evening Edition Home Page Close MenuĮarly in the pandemic, toilet paper shortages pushed weary Americans to the fringes.
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