The environmental concerns of a large number of consumers are driving packaging innovations for many FMCG products nowadays. Manufacturers introduce eco-friendly concepts not only to please the public but also to build a more socially responsible reputation that strengthens the brand credibility and increases further sales.

It is not always easy to develop something new that could be cost-effective at the same time, especially for such a basic category as toilet tissue. However, the French manufacturer Essity managed to introduce some clever ideas on that ground.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Lotus Moltonel three-ply toilet tissue comes as a pack of four double-length rolls claimed to be equivalent to eight standard rolls. It is wrapped in printed low-density polyethylene film with heat-sealed ends and comes with a film band to one side to serve as a carry handle.

This looks rather like a typical toilet tissue pack. However, the manufacturer also decided to remove the inner core of each tissue roll, which is emphasised on the pack, creating a strong point of difference and positioning the product as pro-environment.

Removal of the inner core results in improved sustainability – there is no waste for the consumer to dispose of when a roll is finished – but also in material cost reductions for the brand owner. Pack graphics clearly communicate the core-less format. In addition, the double-length rolls need to be changed less often by the consumer for added convenience.

Lotus Moltonel has previously launched toilet paper with a flushable inner core (made from the same material as the toilet tissue), so innovations of this type are not novel for the brand. Nevertheless, taking into account the conditions of a very price-competitive sector, every little helps.

The concept is not entirely hassle-free for the user – the irregular shape of the roll centre causes the roll to ‘jump’ a little on a toilet roll holder when unrolling, and the final few sheets of paper tend to “stick” together a little – but this is just a slight inconvenience that is unlikely to be perceived as a problem in the light of clear environmental benefits this product brings.