Canadian consumers are being given more opportunity to go green as Kruger Products is taking on Cascades by launching its own versions of eco-friendly tissue products.
The maker of Cashmere, SpongeTowels, Purex, Scotties and White Swan has begun to offer a family of totally recycled, Canadian-made tissue products to complement its regular brands.
Although some products have been available for months, others are only just being added to large retailers such as Walmart, Loblaw and Costco.
Officially launched ahead of the 40th anniversary of Earth Day later this month, Kruger’s EnviroCare bathroom, towel and tissue products will battle for shelf space with Cascades, which launched its own environmental brand in 2006.
“It’s an alternative in the marketplace and certainly Cascades does offer 100% recycled fibre products,” said Steven Sage, Kruger’s director of sustainability and innovation.
As more environmental versions of the paper products become available, Sage believes consumers will increasingly shift from regular versions.
The products have the same price and quality, but use recycled paper that reduce manufacturing costs.
Kruger said its product meets EcoLogo‘s environmental standards and that 88% of Canadians rely on third-party endorsements to validate their green purchasing decisions.
Cascades brand of eco toilet paper had about 6% of the Canadian market in 2009, up from 2.5% in 2006. Sales have increased nearly fivefold to $45 million.
Sales of Cascades’ fine paper environment brands have increased to $81 million from $16 million in 2006.
Sage said the migration to environmentally friendlier paper products begins with the use of paper towels and spreads to other categories.
He said Kruger’s goal is to become the overall market leader for enviro paper tissue products, although he wouldn’t offer a target.
“We’re looking to gain our fair share of this business,” he said.
