With a drop in pulp prices, British retail chain reduces the price of toilet paper

Sainsbury’s, the UK’s second-largest supermarket, is cutting the price of its private label toilet tissue by up to 11%, indicating that falling wholesale costs are reaching supermarket shelves.

The retailer said it managed to lower prices after the cost of pulp, the raw material used to make paper, fell for the first time in two years.

The movement follows the recent price reductions several retailers made in items that had the most accentuated inflation.

Rhian Bartlett, Food Commercial Director at Sainsbury’s, said: “The rate of grocery price inflation remains at a record high, which is why we are continuing to lower prices wherever we can on the food and household products our customers buy most often.”

“After more than two years of inflation on the price of pulp, we are now seeing a decline which is enabling us to pass savings directly on to our customers and reduce the price of our own brand toilet roll,” she pointed out. “From today, our by Sainsbury’s Super Soft double toilet rolls have been added to our popular Aldi Price Match campaign for the first time, and customers will now be able to save as much as 11% on these items.”

According to the executive, in addition to food, the chain is focused on battling inflation on high volume household products that we know customers buy day in day out. “For example, following the addition of own brand nappies to the Price Match campaign in January, sales have increased by 20%,” Bartlett said.

Products in the campaign launched by the chain include Sainsbury’s Super Soft White Toilet Tissue Double Rolls 2 equals 4, which went from £1.90 to £1.69, and Sainsbury’s Super Soft White Toilet Tissue Double Rolls 4 equals 8, from £3.25 to £2.92.

INFLATION

Soaring food prices saw UK inflation ease back far less than expected in April as Russia’s war in Ukraine continued to place pressure on commodity costs.

The Office for National Statistics said food inflation remained at 19.3%, down only slightly on March’s eye-watering 19.6% and remaining close to the highest rate for more than 45 years. As a result, consumers continue to face price increases on essentials, including toilet paper.