British supermarket shoppers are turning away from eco-friendly products, research suggested today.
Figures collated for The Grocer magazine revealed a slump in sales of a number of different goods.
The amount of recycled toilet paper sold fell by 18.2% in the year to September 6 compared with the previous 12 months.
Environmentally-friendly washing powder and handwash was down 10%, while "green" household cleaners fell by 11.3%.
However, the amount of recycled kitchen roll sold rose by 22.9% - which research company TNS put down to the fact that it is normally cheaper.
A spokeswoman told the magazine: "It is pretty clear that, in hard times, consumers are unwilling to pay a premium price for what they may perceive as products with less efficacy.
"The exception is kitchen towels, because they are generally cheaper than non-recycled."
The data covered branded and own-label products sold in major supermarkets which were labelled as being eco-friendly.