Consumer tissue, sold in supermarkets, variety stores and pharmacies,
makes up about two-thirds of tissue production, yet less than 30%
of these products have any recycled fiber. Even those with recycled
are not likely to identify their environmental content.
Why? We hear conflicting reasons:
A. Manufacturers think customers don't care about environmental
content.
B. At the same time, manufacturers think that many customers
would avoid recycled content if they knew about it for fear it is
not clean enough.
So let's get this ridiculous myth out of the way right now!
Q: Is recycled content tissue made from used toilet paper that's
been recycled?
A: Are you kidding?!? Think that
one through for a minute. Where does used toilet paper go? Right
. . . down the sewer to sewage plants, where it turns into sewage
sludge. Some sewage sludge may be composted for fertilizer and
soil amendments. But it does not get made into paper or tissue.
It cannot be used to make paper or tissue. NONE of it is
turned back into paper or tissue. Recycled content tissue products
are made from recovered office papers.
Q: Okay, but couldn't those have something pretty nasty in them
that could end up in the tissue I use to wipe my baby's nose?
A: The deinking process that turns
recovered office paper into recycled fibers for use in new papers
is a heavy-duty washing, scrubbing and screening process. Those
office papers are dumped into huge vats, similar to several-stories-tall
washing machines, where surfactants (specialized detergents) wash
and scrub the papers apart.
Inks are floated to the top of the vat, where they are skimmed
off. Heavier non-fiber materials in the paper (such as paper clips
and staples) are swirled through centrifugal force and shoved
through smaller and smaller screens to separate them from the
fibers and send them out of the system as waste. (Different deinking
configurations vary in how they separate the fibers from the rest
of the paper, but all achieve the same results.)
Recycled fibers are washed and scrubbed and washed and scrubbed
and screened and washed again over and over before they get to
the papermaking machine. They're probably a whole lot cleaner
than your baby's nose (but surely not as cute).
Look at it this way: You are using recycled fiber tissue at schools,
offices, hotels, hospitals, sports stadiums, airports and just about
every other public venue. So why be concerned about using it at
home?
Why the difference in recycled content between the Away from Home
and the At Home/Consumer market? Simple: advertising that influences
consumer choice. Not only does the paper industry not see recycled
content as a positive advertising attribute, they worry that it
is negative.
Keep in mind, also, that "premium" brands, virtually
all of which are 100% virgin forest fiber, include enhancements
such as air fluffing that are not done with most of the "value"
brands, which happen to be the ones most likely to include recycled
content. Many of the differences consumers may perceive between
products have to do with these enhancements, not whether or not
the product has recycled content.
The Recycled Content Tissue Bogeyman! (But Trees, Too!)
Where does this fear come from? Most likely, it goes back to advertisements
for the first toilet tissue introduced by Scott Paper Company in
1913. (1000 sheet rolls for 10¢ each!) At the time, toilet tissue
was considered a medical item and was advertised as such.
For example, a 1931 Scott Paper ad featuring scary surgical instruments
promised relief from "Toilet Tissue Illness" if customers used ScotTissue
or Waldorf brands, which were promised to be safe from "harsh, chemically
impure toilet tissue - made from reclaimed waste material."
A 1933 ad diagnosed a schoolgirl, "Mary," who "was so fidgety she
couldn't concentrate," as suffering from the effects of "harsh
toilet tissue." A few days of treatment with ScotTissue and "Mary's
trouble had entirely disappeared." (Could we be on to something,
with today's high rates of childhood ADHD?)
It wasn't always recycled content that caused the problems, though.
Other ads promoted toilet tissues that were "splinter-free," a claim
that seems to have fallen by the wayside despite the fact that the
big brands are still made from wood.
Consumer Market for Tissue
Four major paper producers control nearly three-quarters of the
entire North American tissue market and over 40% of the world market.
Top 4 World Tissue Producers
(Consumer and Commercial)
2003
|
Tissue Producers |
World Market Share
|
North American Market Share
|
Georgia-Pacific |
14.2%
|
34.6%
|
Kimberly-Clark |
13.8%
|
17.8%
|
SCA |
7.2%
|
5.4%
|
Procter & Gamble |
6.2%
|
14.4%
|
TOTAL MARKET SHARE |
41.4%
|
72.2%
|
Source: Pulp & Paper/Paperloop,
Global Fact & Price Book 2003 |
In fact, three of these top tissue producers also control more
than two-thirds of the U.S. consumer market overall, including more
than 80% of paper towels and 85% of bath tissue:
- Georgia-Pacific, the largest tissue producer in the world, corners
nearly 35% of the North American tissue market (both at-home and
away-from-home), with dominance in at-home consumer bath tissue.
- Procter & Gamble controls nearly 15% of the North American market
overall, but more than 25% of at-home consumer bath tissue and
nearly 40% of the paper towel market.
- Kimberly-Clark controls close to 20% of the North American market
overall, but over a quarter of at-home consumer bath tissue and
over half of consumer facial tissue.
U.S. Consumer
Bath Tissue Market
2002
|
Georgia-Pacific |
33.0% |
Procter & Gamble |
26.4% |
Kimberly-Clark |
26.0% |
TOTAL BATH TISSUE MARKET SHARE |
85.4% |
Source: Pulp & Paper/Paperloop, North
American Factbook 2002 |
U.S. Consumer
Paper Towel Market
2002
|
Procter & Gamble |
38.1% |
Georgia-Pacific |
24.3% |
Kimberly-Clark |
18.2% |
TOTAL PAPER TOWEL MARKET SHARE |
80.6% |
Source: Pulp & Paper/Paperloop,
North American Factbook 2002 |
Marketing
The marketing of consumer brand tissue often defies environmental
reason, considering the disposable nature of the product. While
the paper industry in general does little public advertising, its
one exception is tissue, which spends enormous effort on simple
brand loyalty. Babies, kittens, fluffy bears and other cute and
cuddly images are used to sell products based on softness, absorbency,
appearance and branding. Procter & Gamble even bought television
ads for its Charmin-brand bath tissue during the high-priced Super
Bowl telecast. And now premium tissue producers are looking to gain
more market share with added features such as scented tissues, tissue
with lotion added and premoistened tissues and towels.
After extensive discussions with tissue paper manufacturers, we
found that consumer products such as bath tissue and paper towels
generally fall into one of the following three categories.
100% Virgin Forest Fiber Products Dominate Consumer Market
A number of the leading companies' premium flagship brands have
zero recycled content, a fact that they often proudly proclaim.
Consumer Tissue Brands with 100% Virgin Forest
Fiber Content
|
Bath Tissue |
Charmin
(Procter & Gamble) |
Angel Soft
(Georgia-Pacific) |
Cottonelle
(Kimberly-Clark) |
Paper Towels |
Bounty
(Procter & Gamble) |
Brawny
(Georgia-Pacific) |
|
Facial Tissues |
Kleenex
(Kimberly-Clark) |
Puffs
(Procter & Gamble) |
|
Source: Conservatree Interviews and Research
2004 |
When pressed on environmental questions, some of these producers
point out that the cores used in the centers of their bath tissue
and towel products are made from recycled fiber. The cores used
by Procter & Gamble, for instance, are made from recycled fiber
produced at a non-P&G paperboard mill. Likewise, Kimberly-Clark
points out that the boxes used for Kleenex facial tissue are made
from recycled paperboard. Charmin has recently begun advertising
that it is so absorbent that fewer sheets of tissue are needed,
most likely a selling point for cost-conscious consumers but also
possibly a nod to source reduction, although it's questionable whether
consumers will actually use less. Given the disposable nature of
tissue products, these types of claims are not anywhere near enough
for meeting environmental responsibility.
Note that Kimberly-Clark and Georgia-Pacific have other tissue
brands with recycled content. Their premium brands could, too!
An interesting perspective on the marketing of branded virgin tissue
is put forward by Jed Ela, an artist and entrepreneur who markets
his own brand of 100% recycled content bath tissue called - no kidding!
- ShitBegone.
Possible Recycled Content But Unwilling To Identify It
These are most likely to be the "value" or non-premium brands.
While some are not identified because of manufacturers' concern
over customers' perceptions of recycled content, more are likely
to lack identification because their contents regularly change.
They may be produced by converters who buy large rolls of tissue
to cut and package into private label brands. As a commodity item
from various sources, some of their suppliers use recycled content,
others don't. They can't, or don't want to, guarantee specific content
requirements.
Yet some in our Champions list below also buy from converters,
but require them to meet their environmental specifications. Consumer
demand could convince the "hem-n-hawers" to require recycled
content, too.
The Champions - Using Environmental Contents and Proud of It!
- See Conservatree's
List!
Manufacturers such as Marcal, Cascades, Atlantic
Packaging, Bay West, and Atlas Paper Mills. as
well as private label retailers such as Seventh Generation
and Planet Inc., make high recycled content tissue paper
available to consumers.
|