Article: TOILET PAPER IS DIFFERENT

Smaller packages often make sense, but smaller rolls of toilet paper do not -- and most of our consumers can't help but notice that "toilet paper rolls keep getting smaller" (4.1/93%).

The many verbatim responses to this statement showed that this is an issue of high annoyance, especially with a long-trusted brand like Charmin, and that many consumers are feeling compelled to buy off brands for the first time. Scot single rolls were cited by several respondents as the exception to this trend, but they also reported exasperation that multiple roll packs of the same item appeared to offer smaller quantities than the singles.

"It is ridiculous how small they have ...

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