Soak it all up
Ireland’s number one total paper manufacturer Essity has set a strong sustainability goal of 100% recycled packaging made with 85% renewable materials by 2025. ShelfLife looks at the forward-thinking company with so many popular brands in the paper category
16 February 2022
Essity is the number one manufacturer of tissue (toilet tissue, household towel and facial tissue) in the Irish market. Essity’s global ambition for sustainability is to achieve 100% recyclable packaging made with 85% renewable and recycled materials by 2025. Currently, Essity Ireland holds 19.2%* share in the market. The company will continue in 2022 to advertise its brands on TV with a new TV commercial soon to appear for Cushelle toilet tissue as well as Plenty household towel.
Ireland’s number one toilet brand
Cushelle is Ireland’s number one toilet tissue brand and one of the fastest growing with the most recent Kantar data showing that one in five shoppers buy Cushelle (Source: Kantar WPO data to 6 December 2022). A bathroom-hygiene essential, we all use toilet tissue every day to stay clean and hygienic. But really the best toilet tissue is the one that makes you and your loved ones feel comfortable and cared for too.
Cushelle is now also available in a more sustainable option with Cushelle Double Roll, available in 85% recycled and renewable packaging. Cushelle Double Roll (RRP €7.99) has twice as many sheets as the standard roll, an irresistibly cushiony soft Cushelle Double Roll lasts even longer so you won’t have to change the roll as often. It is also wrapped in packaging made from 60% recycled plastic and 25% plant-based materials.
“Our new Cushelle Double Rolls in 85% recycled and renewable packaging offers consumers the chance to make small changes without compromising on quality,” says Simon Pickering, country manager, Essity Ireland Ltd.
“All Cushelle packaging is recyclable and comes with a recyclability message on pack and on the back of pack there is clear messaging to help consumers understand how they can dispose of the packaging at their local Repak location, minimising the carbon footprint of our products.
“We are constantly innovating to reduce our carbon footprint,” Pickering explains. “With meaningful changes to our manufacturing, superior fibres and smarter product design, we are working to significantly reduce the impact our tissue products have on the environment. One of our key commitments is to reduce our greenhouse gas emissions by 25% by 2030 from a 2016 base-year.”
Three times stronger
Plenty is Ireland’s leading household towel brand with 25.5% market share (Source: Nielsen total Scantrack data to 3 December 2021). Plenty has an exciting new TV campaign coming in H1 2022. As well as this Plenty launched Plenty Max into the market in 2021 which is three times stronger when wet and removes 99.9% of bacteria with its bacteria trap in the structure of the towel.
Sustainability has been a key focus for Plenty for many years and the brand recently launched an online sustainability platform at www.plenty.com/sustainability to showcase examples of how Plenty is leading the way when it comes to sustainability.
One example that highlights how Plenty has been driving the sustainability agenda for many years is from 2017 when it moved from 50 sheets per roll to 100 sheets, which reduced the carbon footprint by 2% and resulted in 700 less lorries on the road every day across the UK and ROI. Plenty’s online platform also has educational articles on home recycling, and eco-friendly cleaning tips.
All Plenty packaging is recyclable and comes with a recyclability message on pack, and on the back of pack there is clear messaging to help consumers understand how they can dispose of the packaging. Due to technology advancements in Ireland, soft plastics, including Plenty and Cushelle packaging are now recyclable in Irish household recycling bins.
According to Pickering: “We have goals towards sustainability and with our market leading brands our aim is to remain at the forefront of consumers’ minds”.
Essity is a leading global hygiene and health company dedicated to improving well-being through products and solutions, essentials for everyday life. The name Essity stems from the words essentials and necessities.
The sustainable business model creates value for people and nature. Sales are conducted in approximately 150 countries under the leading global brands such as Cushelle, Plenty, TENA and regional brands such as Cushelle, Plenty, Velvet, TENA, Bodyform and Demak’Up.
The company is dedicated to improving well-being through its products and services. Essity has about 46,000 employees and net sales in 2019 amounted to approximately €12.2bn.
For more information, visit www.essity.com.
*(Source: Kantar Worldpanel MAT Data to 5 September Total Manufacturer Share)
**(Source: Nielsen total Scantrack data to 2 January 2022)