The Country’s Run on Toilet Paper Is Officially Over

For the first time since the Covid-19 outbreak, sales dipped lower than they were last year

piles of toilet paper with colorful little people climbing and hanging on them
The toilet paper market is dominated by three companies: Procter & Gamble, Kimberly-Clark and Georgia-Pacific. Illustration: Amira Lin; Source: Getty Images

Ever since the pandemic set off a national wave of panic buying, few items have served as a better indicator of consumer fear and anxiety than toilet paper. Now, new sales numbers suggest the nation’s concerns are abating.

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.