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Since the dawn of time, people have found nifty ways to clean up after the bathroom act. The most common solution was simply to grab what was at hand: coconuts, shells, snow, moss, hay, leaves, grass, corncobs, sheep’s wool—and, later, thanks to the printing press—newspapers, magazines, and pages of books. The ancient Greeks used clay and stone. The Romans, sponges and salt water. But the idea of a commercial product designed solely to wipe one’s bum? That started about 150 years ago, right here in the U.S.A. In less than a century, Uncle Sam’s marketing genius turned something disposable into something indispensable.
How Toilet Paper Got on a Roll
The first products designed specifically to wipe one’s nethers were aloe-infused sheets of manila hemp dispensed from Kleenex-like boxes. They were invented in 1857 by a New York entrepreneur named Joseph Gayetty, who claimed his sheets prevented hemorrhoids. Gayetty was so proud of his therapeutic bathroom paper that he had his name printed on each sheet. But his success was limited. Americans soon grew accustomed to wiping with the Sears Roebuck catalog, and they saw no need to spend money on something that came in the mail for free.
Toilet paper took its next leap forward in 1890, when two brothers named Clarence and E. Irvin Scott popularized the concept of toilet paper on a roll. The Scotts’ brand became more successful than Gayetty’s medicated wipes, in part because they built a steady trade selling toilet paper to hotels and drugstores. But it was still an uphill battle to get the public to openly buy the product, largely because Americans remained embarrassed by bodily functions. In fact, the Scott brothers were so ashamed of the nature of their work that they didn’t take proper credit for their innovation until 1902.
“No one wanted to ask for it by name,” says Dave Praeger, author of Poop Culture: How America Is Shaped by Its Grossest National Product. “It was so taboo that you couldn’t even talk about the product.” By 1930, the German paper company Hakle began using the tag line, “Ask for a roll of Hakle and you won’t have to say toilet paper!”
As time passed, toilet tissues slowly became an American staple. But widespread acceptance of the product didn’t officially occur until a new technology demanded it. At the end of the 19th century, more and more homes were being built with sit-down flush toilets tied to indoor plumbing systems. And because people required a product that could be flushed away with minimal damage to the pipes, corncobs and moss no longer cut it. In no time, toilet paper ads boasted that the product was recommended by both doctors and plumbers.
The Strength of Going Soft
In the early 1900s, toilet paper was still being marketed as a medicinal item. But in 1928, the Hoberg Paper Company tried a different tack. On the advice of its ad men, the company introduced a brand called Charmin and fitted the product with a feminine logo that depicted a beautiful woman. The genius of the campaign was that by evincing softness and femininity, the company could avoid talking about toilet paper’s actual purpose. Charmin was enormously successful, and the tactic helped the brand survive the Great Depression. (It also helped that, in 1932, Charmin began marketing economy-size packs of four rolls.) Decades later, the dainty ladies were replaced with babies and bear cubs—advertising vehicles that still stock the aisles today.
By the 1970s, America could no longer conceive of life without toilet paper. Case in point: In December 1973, Tonight Show host Johnny Carson joked about a toilet paper shortage during his opening monologue. But America didn’t laugh. Instead, TV watchers across the country ran out to their local grocery stores and bought up as much of the stuff as they could. In 1978, a TV Guide poll named Mr. Whipple—the affable grocer who implored customers, “Please don’t squeeze the Charmin”—the third best-known man in America, behind former President Richard Nixon and the Rev. Billy Graham.
Currently, the United States spends more than $6 billion a year on toilet tissue—more than any other nation in the world. Americans, on average, use 57 squares a day and 50 lbs. a year.
Even still, the toilet paper market in the United States has largely plateaued. The real growth in the industry is happening in developing countries. There, it’s booming. Toilet paper revenues in Brazil alone have more than doubled since 2004. The radical upswing in sales is believed to be driven by a combination of changing demographics, social expectations, and disposable income.
“The spread of globalization can kind of be measured by the spread of Western bathroom practices,” says Praeger. When average citizens in a country start buying toilet paper, wealth and consumerism have arrived. It signifies that people not only have extra cash to spend, but they’ve also come under the influence of Western marketing.
America Without Toilet Paper
Even as the markets boom in developing nations, toilet paper manufacturers find themselves needing to charge more per roll to make a profit. That’s because production costs are rising. During the past few years, pulp has become more expensive, energy costs are rising, and even water is becoming scarce. Toilet paper companies may need to keep hiking up their prices. The question is, if toilet paper becomes a luxury item, can Americans live without it?
The truth is that we did live without it, for a very long time. And even now, a lot of people do. In Japan, the Washlet—a toilet that comes equipped with a bidet and an air-blower—is growing increasingly popular. And all over the world, water remains one of the most common methods of self-cleaning. Many places in India, the Middle East, and Asia, for instance, still depend on a bucket and a spigot. But as our economy continues to circle the drain, will Americans part with their beloved toilet paper in order to adopt more money-saving measures? Or will we keep flushing our cash away? Praeger, for one, believes a toilet-paper apocalypse is hardly likely. After all, the American marketing machine is a powerful thing.
This article originally appeared in mental_floss magazine. Toilet paper image courtesy of Cary Norton.
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Comments (23)
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Wonderful article, and such a great website, thanks for the information.
Recaptcha: off- tardily
posted by John on 11-7-2009 at 2:00 pm
I’ve been to a lot of different countries with the Navy, and the bathroom cultures were one of the hardest to adjust to.
Toilet paper for a number 2 was ok, but toilet paper for a number 1 was just wasteful.
posted by holly on 11-7-2009 at 2:42 pm
Ok, can somebody please tell me how many catalogues families received back then and how thick they were? Families were much bigger back then, especially the French Catholic families up here in Canada (my grandmother was one of 17 children), so really how could catalogues possibly suffice? I guess they resorted to the other products you mentionned…
posted by Ranger J on 11-7-2009 at 3:06 pm
I can think of grosser national products than toilet paper …
posted by janet on 11-7-2009 at 3:46 pm
Where can I get me a Washlet? That sounds nice!
posted by Mrs. Coffee on 11-7-2009 at 5:34 pm
Another plea for the Washlet here! I’ve heard the seat warms on cold mornings and perfumes your bottom after cleaning too!
And CORNCOBS?! Really?! D:
posted by tona b. on 11-7-2009 at 6:01 pm
I really enjoyed the Washlet when I was in Japan. Some of them also play music!!
Another neat thing that we really need here is the toilets that have a sink on top…wash your hands with the water, then it goes through a hole in the top and ends up in the bowl. Nobody cares if the toilet water is dirty hand water, and you use about half the water with each trip!!
posted by Amauriel on 11-7-2009 at 6:41 pm
What about the three shells from Demolition Man? Am I the only one that wonders how that was supposed to work?
posted by Harley Easton on 11-7-2009 at 7:05 pm
I just finished reading The Big Necessity: The Unmentionable World of Human Waste and Why It Matters by Rose George. And it was totally fascinating, if you are at all interested in learning about toilets and, um, personal habits.
I feel like Reading Rainbow — If you enjoyed this article, you might like this book!
posted by Laura on 11-7-2009 at 8:03 pm
As an outdoorsman I have been stranded with having to use things like leaves to even sacrificing a shirttail. Now I carry a roll of biodegradable toilet paper when I go hunting/hiking/fishing/camping.
posted by Bria on 11-7-2009 at 9:32 pm
Harley, I wonder about the three sea shells all the time! On another note, after travelling in India for awhile, getting used to life without toilet paper is easier than you’d think. I think i lasted about one week before going native. (I refer to everyone as natives, even if im in london or some shit, it makes life more fun) They have these cup things that you use as bidets and they work fine, as well as being better for the environment. While I immediately switched back to toilet paper since returning, there have been a few times when the t.p. was out and i didn’t have to worry as long as i could find a cup for a bidet. I know it sounds gross but its really not that big a deal
posted by Danny on 11-8-2009 at 12:36 am
In korea the first time you visit someones new home you bring them TP as a gift.
posted by joanna on 11-8-2009 at 4:19 pm
I live in a Muslim country and here 99% of toilets have a hose attached to the side or a water spout built into the toilet (the ones in my home are built into the bowl) and you turn them on and spray away. Quite nice and no need for a roll unless you want to dry off afterwards. I only buy tp when my friends from home visit!
A lot of people say oh that is gross but lets see, you have a big mess, what are you going to clean up with, a dry piece of paper or water?!?
I was in Korea for 5 years and never saw people take tp as a gift, is that a new thing? Fruit, yes. Spam too but never tp.
You can buy the nice spraying, heated bidets like in Japan on ebay or search online for a bidet. They are so nice!
posted by Mandy on 11-8-2009 at 7:38 pm
I remember my dad telling me that as a soldier in WW II they were issued 9 squares a day.
posted by Tex on 11-8-2009 at 11:19 pm
I use flushable baby wipes at the moment, I cannot stand using dry toilet paper to rub/grind my feces on myself. It is disgusting. But I am really hoping my toilet breaks so that i can buy a bidet!
posted by Verd on 11-9-2009 at 2:21 am
At a train station in Romania I had the pleasure of using a squat toilet. I first went to the bathroom door, then I had to head all the way back to my buddy for money. I forget other countries can have pay toilets. I get back and pay my money. They hand me 3 sheets of toilet paper. In those three sheets, I could see pieces of wood. I even picked out some. The last thing I wanted in a foreign country was to have to visit a doctor for an infected splinter wound around my naughty bits.
I’m so glad out TP is the US is silky smooth.
posted by Kels on 11-9-2009 at 9:36 am
Verd, thank you. You just gave me a new taunt to throw at rascals. “RUB/GRIND FECES ON YOURSELF!”
posted by holly on 11-9-2009 at 12:27 pm
I’ve never used a bidet, so I can’t say how well they do or do not work in certain circumstances. But let’s say you had a rather raucous night of Pabst Blue Ribbon and Taco Bell. The next morning, well, let’s just say it might be a whole-roller. I find it hard to believe that a bidet will work sufficiently in all situations.
posted by crocostimpy on 11-9-2009 at 1:37 pm
Having never used a bidet, I have a question:
After using one, how do people dry themselves? If by chance you don’t have the handy-dandy Washlet with the air dryer, that is?
Air dry? Drip dry? Use the fingertip towel? *shudder*
posted by mrs.djs on 11-9-2009 at 2:22 pm
Amuriel- That sounds awesome! Especially in public places where the toilets and sinks get a lot of use, it could be a big water saver.
Joanna- Years ago when my hubby and I got our first place together, we were given an entire case of toilet paper as a housewarming present. It seemed weird at the time, but it turned out to be our very best housewarming present. I had no idea that there was somewhere in the world that it was a customary gift!
Danny- It seems to me that it would fine to use a cup. I could probably get used to that. Probably much faster than a bidet,even. But it would need to be a personal cup that I carried that only I used. I don’t think I could stand to use a cup that other people used,too. I’d worry too much about people touching it with contaminated hands. My own cup,though, I could handle with a lot less apprehension. Something like one of those collapsible cups like are used for camping might be terrific for that.
posted by Melissa on 11-9-2009 at 4:24 pm
I was thinking about it the other day that the toilet paper roll in public restrooms is probably filthy and germy. When people are touching it, they haven’t washed their hands yet after using the toilet. Then I touch it to get the paper off, and use the the paper on areas that aren’t going to be washed until I get home. Yuck! Makes me wanna carry some tissue with me.
posted by Melissa on 11-9-2009 at 4:28 pm
Three Words: Greatest Invention Ever! You Can Have My iPod For A Roll Of Scotts.
posted by Thunder X on 11-10-2009 at 2:31 pm
WAIT… 57 squares A DAY? A toilet paper square is about 4.5 inches long. That’s 21.4 FEET! Per day!
Personally, I use 4 or 5 feet of paper per visit, max, and have that kind of visit once, or occasionally twice a day. I understand that women, unlike men, use paper during every visit, and so probably use more, and folks with incontinence use more as well–but who the hell is using 21 feet of paper per day??
posted by Jordan on 11-13-2009 at 3:09 pm