A rise in sales of luxury toilet paper in the UK is a signal of confidence in the economy, according to a report by Euromonitor International.
The market intelligence firm said the UK stands out in the luxury toilet roll stakes compared with other European countries, with just 5.3% of £1.9bn sales of tissue made up of cheaper brands.
Analysts said in the report that toilet roll sales are an indicator of how confident people are in their economy, and whether they can afford a minor 'splurge' on products for short-term use.
Waitrose recently reported a 12% rise in premium toilet roll sales year-on-year, while in the US the market hit $1.4bn last year – outselling regular toilet roll for the first time in 10 years.