Things are changing. In many Asian countries, the use of dry toilet paper is considered dirty and unhygienic. In these countries the most common practice is to use water (bidets and Japanese smart toilets) or wet wipes. First option is expensive and second causes lot of problems for environment. Wet wipes also cause 93% of sewer blockages in UK according to Guardian newspaper and the situation is similar in other developed countries. Even the most well known toilet paper brands try to combine paper with wet wipes. Cottonelle encourages consumers to use its dry and moist toilet paper products in combination.

Good hygiene is healthy and sexy. The new, trendy option is to use toilet tissue gel for clean, fresh feeling. Better toilet culture is pushed by brands like SATU laboratory and Tushy. Toilet tissue gels sales are growing fast, the shift in thinking has occured. In a near future toilet tissue gels in toilet will be as common as soaps in bathroom.