How icare paper products perform in blind sensory tests against the best

Apr 21, 2021
1 min read

When it comes to toilet paper and tissue products, it's fair to say that most people go for feel before considering anything else. Even the most environmentally-conscious consumer will be tempted toward comfort if the recycled option is sub-par. Hence, as a producer of recycled paper products, we're constantly comparing our toilet paper, paper towel and facial tissues to our virgin competitors. Virgin, as in virgin paper (made straight from the trees), rather than... you know — that's not our business.

Our business is premium paper products that stack up against the best, whether they're eco brands or not.

Who wins the toilet paper war?

War may be a bit of an exaggeration. Still, blood, sweat and tears have definitely gone into our toilet paper products to ensure they meet the comfort levels customers need to make better environmental decisions. And the efforts have paid off.

In a 2021 sensory test, comparing four different toilet paper brands — icare, the top 2 brands in the market as well as the best ‘other’ recycled brand. The great news is that icare came out performing on par with its virgin product competitors! The other recycled brand was clearly subpar compared with all other brands.

Although the market leader was the top performer in the test, the difference between it and icare was negligible, were talking 0.4 between them.

What about the benchtops?

Paper towel is judged by its thickness, water absorbency, wet strength and durability. As a product tasked with wiping up spills and lots of gross things, paper towel performance matters. And icare's Wipex is the top performer.