Paper giant pushes the ‘clean routine’


ANDREX is on a mission to change the way consumers think of toilet tissue, with a new strategy that aims to reposition the category from household essential to ‘intimate care’.
By encouraging consumers to use both dry and moist toilet tissue, the company says it is helping to unlock the category’s growth potential.
For example, it says Andrex Washlets are growing rapidly in Scotland, at a rate of 7.2%, according to Nielsen Scantrack figures.
Andrex argues it’s an area that still offers huge opportunities for incremental retail sales, as consumers adopt ‘The Clean Routine’ of using both dry and moist toilet tissue.