Kleenex, a major brand known for tissues, is entering the toilet paper market in North America. Kimberly-Clark, the parent company, aims to capture a significant share of the $11 billion market dominated by brands like Charmin and Cottonelle.
The launch will involve three types of toilet paper: Kleenex Ultra Soft, Kleenex Clean, and Kleenex ComfortCare. These will be available in various pack sizes at major retailers both online and in physical stores. The company is emphasizing the Kleenex brand’s existing reputation for softness and quality as a key differentiator in the competitive toilet paper aisle.
Kimberly-Clark has conducted extensive consumer research indicating a willingness among shoppers to try a new, trusted brand like Kleenex in this category. This expansion strategy aligns with the company’s broader efforts to innovate and grow within its existing product lines. The move leverages the existing brand recognition and distribution network to tap into a large and consistent consumer market. While not a revolutionary product, the expansion leverages the established Kleenex brand in a new, but related, household staple category.
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