Mainstream toilet paper companies peddling their wares online are being flushed down the pan by an online rival.
WindSoft, which only sells its products online, has pulled the chain on Charmin's reign as top ecommerce operator in the market.
According to ToiletPaperWorld.com, which ranks the top toilet tissue annually, more than 53 per cent of online customers bought WindSoft paper, compared to nearest rival Charmin at only 18 per cent.
Kenn Fischburg, chief executive at ToiletPaperWorld.com, said that thrift rather than a movement towards online sites was responsible for the increase in WindSoft's success and the market for Charmin bottoming out.
Basically, WindSoft has twice as much paper per roll than its nearest rival.
The other toilet papers bogged down by Windsoft's success are Cottonelle, Quilted Northern and - bringing up the rear - another generic brand called Acclaim.
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