People are flocking to the UK to buy the first paper towels and there is no shortage of them, with millions of bags and bins available to be scooped up.
A recent survey by UK company Wigan Paper found that people spent a whopping £6.9bn on vanity paper in the first six months of the year, compared to the same period last year.
Wigan’s research found that customers were more than twice as likely to use their towels to make a home decor gift or to make sure their pets’ bowls and beds are clean.
“We’re seeing more and more people taking advantage of this opportunity,” said Mark Taylor, head of research and innovation at Wigan.
“It’s a really big opportunity.”
It’s not just a British issue Mr Taylor said the surge in demand for paper towels in Australia was a “global phenomenon”.
In Australia, there are about 20 million paper towels to sell each year, according to the Australian Paper Products Association (APPA).
It says that number will likely increase in the months leading up to the Games, and that there is a growing demand for more paper towels for people who are already using paper towels.
Wigmore, the Australian paper towel manufacturer, has produced about 15 million towels in the last five years, and says the demand is growing at a rapid rate.
“Australia has always been a strong market for paper towel and we have a great opportunity to be the first to market,” said Wigless CEO Robyn McEwan.
“The demand for vanity paper is expected to continue to increase and this will allow us to offer the highest quality paper towels.”
Australian company Wigies has seen an increase in orders over the past six months, with the firm reporting a 4 per cent rise in the number of towels it delivered in the second half of this year compared to March.
The APPA also reports that paper towels have become popular as a “health and wellbeing product” in the United States.
“Wigies is excited to be bringing the world’s first direct-to-consumer vanity paper to market in Australia,” said CEO Peter Bowers.
“This is a great addition to our growing range of health and wellbeing products including massage oils, lotions and other personal care products.”
“It is a fantastic opportunity to bring a whole new market into the industry,” he said.
“Our business is already a key component of the UK’s paper towel industry, so this move is an exciting one for us and will give us an opportunity to extend our footprint further afield.”
Australia’s paper towels could be worth up to £100bn a year to British businesses, but many consumers are not as keen to use them as they used to, and many are choosing to throw them away.
While there is still a lot of demand for their use, the popularity of paper towels is expected go down as more Australians turn away from the traditional paper towel after the Games.
The popularity of the paper towel is expected have a knock-on effect in the global market.
A number of other paper towel brands have also recently entered the market, including Wiglies, Woolworths and Kogan.
In the United Kingdom, Wig’s is among the biggest sellers of paper towel bags and paper towels on Amazon.
The company is also the largest paper towel supplier in the UK.
Wrigley’s also has an extensive online store, but unlike Wigly, it only sells the company’s products.