For much of the last several months the attention of U.S. investors has been directed across the Atlantic, where various austerity plans, debt auctions, and credit downgrades have dominated the financial headlines and given direction to global equity markets. While the fiscal health of Europe has gradually deteriorated, several positive data releases over the last month have given investors hope that the U.S. recovery will remain on track; factory activity appears to be on the rise, signs of job creation (albeit temporary job creation) are emerging, and tame inflation reports have given increased flexibility to the Federal Reserve.

But perhaps a more telling forward indicator has popped up from a most unlikely source: demand for two-ply and “luxurious” toilet paper is on the rise, after plummeting in recent years as consumers slashed discretionary items from their budget. According to research provider RISI, industrywide tissue production is up 13% this year. In a recent earnings call, Proctor & Gamble noted that the high-end Charmin brand has seen strong sales growth, boosting the company’s earnings this year. And Georgia-Pacific’s new Quilted Northern Ultra Plush bath tissue recently earned the honor of “pacesetter” status from marketing research firm Symphony IRI Group after generating $125 million in sales in its first year.

Read more at: RFTdb

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{Photography by *musica* (est Bleu2007)}