Lexi Webster
In early 2020, Australians began stockpiling toilet paper in response to the COVID-19 pandemic. This phenomenon was not unique to Australia, with similar instances of panic-buying occurring in other countries such as Singapore, Japan, Hong Kong, and the United States. The buying frenzy in Australia was triggered by reports of new cases of COVID-19 and the country's first death from the virus. While the government reassured the public that there was enough stock, the buying frenzy continued, with people rushing to secure this essential item. Various factors have been attributed to this behavior, including fear, uncertainty, and a desire to maintain control over hygiene and cleanliness.
| Characteristics | Values |
|---|---|
| Date | 2020-03-04 |
| Location | Australia |
| Reason | Fear and uncertainty brought on by the COVID-19 pandemic |
| Contributing factors | People are scared they won't be able to leave their houses, media influence, people want to feel like they are "doing something", people are used to having easy access to goods, people want to maintain control over hygiene and cleanliness |
| Similar situations | Singapore, Japan, Hong Kong, US, New Zealand |
| Alternative reasons | People use toilet paper as tissues, it is non-perishable, it is cheap, it is a comfort item |
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What You'll Learn
Fear and uncertainty
The COVID-19 pandemic caused fear and uncertainty around the world, with consumers stockpiling household staples in response. As the infection rate skyrocketed, people became afraid that supply chains would be interrupted, shops would close, and they would be housebound—leaving them without the bare necessities during the health crisis.
In Australia, the toilet paper frenzy began in late February 2020, after new cases of COVID-19 emerged and the first death was reported. This was unprecedented, as Australians had stocked up on household goods before due to natural disasters like bushfires or cyclones, but these instances were restricted to certain communities. The fear of the unknown and the uncertainty of how the pandemic would unfold drove people to stockpile.
The toilet paper shortage was also noticeable because of the amount of shelf space the product takes up. Unlike smaller products like hand sanitiser, which can leave a small hole in the shelf that can be temporarily filled with nearby products, toilet paper leaves a massive amount of empty space that cannot be easily replaced.
Some people also attributed the rush to a "sheep mentality", as people saw others stockpiling and followed suit. The media was also blamed for building hysteria and promoting inappropriate behaviours.
The panic buying of toilet paper was not unique to Australia, with similar situations occurring in Singapore, Japan, Hong Kong, the US, and New Zealand.
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Media influence
The media has been identified as a significant contributor to the panic buying of toilet paper in Australia. While the COVID-19 pandemic and the fear of supply chain interruptions were the main factors causing people to stockpile essential goods, the media's coverage of the crisis and its specific mention of toilet paper as an item that could be affected influenced consumers' behaviour.
During the early days of the pandemic, a 7 News report listed toilet paper as one of the products that could be impacted by the Coronavirus strain, which led to a frenzy of citizens rushing to supermarkets and stockpiling toilet paper. This behaviour was exacerbated by images of empty toilet paper shelves that went viral on social media, with hashtags such as #toiletpaperwars trending. The media's focus on toilet paper, as opposed to other essential items, likely influenced people's perception of the risk of shortages and their subsequent purchasing decisions.
The media's role in creating and amplifying panic and promoting inappropriate behaviours during the pandemic has been criticised. For example, Brian Cook from the University of Melbourne's Community Engagement for Disaster Risk Reduction project stated that while honesty about threats is critical, "building hysteria and promoting inappropriate behaviours is far from ideal."
The influence of the media on consumers' behaviour was also evident in the way people rationalised their actions. Some people admitted that the news had scared them and that the panic buying of toilet paper was a result of this fear. Additionally, the constant media coverage of the pandemic and the associated risks likely contributed to the sense of fear and uncertainty in the community, which then drove people to stockpile goods, including toilet paper.
In summary, while the COVID-19 pandemic and the resulting fear and uncertainty were the primary drivers of panic buying in Australia, the media's coverage and specific mention of toilet paper as a potentially affected item influenced consumers' behaviour and amplified the problem. The media's role in creating and amplifying panic and promoting inappropriate behaviours has been a subject of criticism, highlighting the need for responsible and measured reporting during times of crisis.
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Comfort and security
The COVID-19 pandemic has caused a lot of anxiety and uncertainty in Australia. As the infection rate skyrocketed, people became afraid that supply chains would be interrupted, shops would close, and they would be housebound without the basic necessities during the health crisis. This fear and uncertainty led to panic buying and stockpiling of household staples, including toilet paper.
Toilet paper is a product that people are guaranteed to use eventually, and it is non-perishable, so it is a logical item to stock up on. In addition, it is relatively inexpensive, so people feel they are "doing something" to prepare for a potential crisis.
However, the demand for toilet paper specifically may also be driven by a desire for comfort and security. Toilet paper is used for "tidying up" and "cleaning up" after a taboo bodily function. When people hear about a potentially deadly virus like COVID-19, they are afraid of losing control, and toilet paper provides a sense of control over hygiene and cleanliness. For many Westerners, there is a "yuck factor" associated with non-toilet paper cleaning methods, so having a sufficient supply of toilet paper provides a sense of comfort and security.
The media also played a role in the toilet paper stockpiling frenzy. Reports of potential shortages and images of empty shelves went viral, creating a self-fulfilling prophecy as people rushed to buy toilet paper before it sold out. This was particularly noticeable with toilet paper because it takes up a lot of shelf space, so its absence is more noticeable than smaller items like hand sanitiser.
Overall, the stockpiling of toilet paper in Australia during the COVID-19 pandemic was driven by a combination of fear, a desire for comfort and security, and the influence of the media.
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Herd mentality
The COVID-19 pandemic caused a wave of panic buying across the world, with Australia experiencing some of the most extreme cases of stockpiling. One product, in particular, became symbolic of this phenomenon: toilet paper.
The toilet paper frenzy began in late February 2020, when new cases of COVID-19 emerged in Australia, and the country's first death from the virus was reported. This sparked renewed alarm, and people rushed to supermarkets to stock up on essential items, with toilet paper being one of the first products to sell out.
So, why toilet paper? According to experts, there are several factors at play. Firstly, concerns about control and hygiene are likely reasons for the stockpiling of toilet paper. The COVID-19 pandemic caused fear and uncertainty, and people were afraid of losing control over their health and cleanliness. Toilet paper provided a sense of control over hygiene and cleanliness, especially since it is typically used for "tidying up" and "cleaning up" after a taboo bodily function.
Another reason for the focus on toilet paper could be its size and visibility on supermarket shelves. Toilet paper packs are large items that take up a lot of shelf space. When toilet paper is sold out, it leaves a massive gap that cannot be easily filled with other nearby products. This makes the shortage more noticeable compared to smaller items like hand sanitiser.
Additionally, the lack of easy substitutions for toilet paper may have played a role in the stockpiling. While substitutes like paper towels and tissues were available, people did not seem interested in them. This could be due to a "yuck factor" associated with using non-toilet paper products for personal hygiene, especially in Western cultures.
The media also played a part in the frenzy. News reports and social media images of empty shelves and hashtags like #toiletpaperwars further fuelled the panic buying. People saw others stocking up and feared they would miss out, leading to a herd mentality where everyone rushed to buy toilet paper.
Finally, the relatively inexpensive nature of toilet paper made it an easy item to stockpile. People wanted to feel like they were "doing something" to prepare for the pandemic, and buying toilet paper was a cheap way to feel prepared, especially since it is a non-perishable item that people will eventually use.
The combination of these factors led to the unprecedented stockpiling of toilet paper in Australia during the COVID-19 pandemic, with people buying enough to last them through potential quarantines and supply chain interruptions.
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Lack of substitutes
The COVID-19 pandemic caused a surge in demand for toilet paper in Australia, with people stockpiling the product in large quantities. This phenomenon can be attributed to various factors, including fear, uncertainty, and a desire to maintain control over hygiene and cleanliness. However, one contributing factor to the toilet paper frenzy may have been a lack of substitutes.
Toilet paper is a unique product with no perfect substitute. While there are other options for cleaning and hygiene, such as paper towels and tissues, they are not considered adequate replacements by many consumers. The absence of easy substitutions may have intensified the demand for toilet paper specifically.
During the pandemic, it was observed that other items, such as hand sanitiser, face masks, and canned goods, were also in high demand and sold out in some stores. However, the impact of these shortages was not as visible due to the smaller shelf space these items occupy. In contrast, the absence of toilet paper on shelves, which takes up a significant amount of space, was highly noticeable. This visual impact may have further contributed to the perception of scarcity and heightened the sense of urgency to secure toilet paper.
Additionally, the lack of substitutes for toilet paper may have been exacerbated by the unique cultural and societal factors in Australia. In Western cultures, there is often a "yuck factor" associated with non-toilet paper cleaning methods. This preference for toilet paper over other alternatives could have contributed to the intense demand specifically for this product.
Moreover, the lack of substitutes for toilet paper may have been influenced by the product's affordability and perceived necessity. Toilet paper is relatively inexpensive, and people may feel a sense of reassurance by purchasing it in times of uncertainty. As a non-perishable item, it also provides a sense of certainty that it will eventually be used, unlike perishable food items.
In summary, the lack of substitutes for toilet paper, combined with cultural preferences, its affordability, and perceived necessity, likely contributed to the intense demand and stockpiling of toilet paper in Australia during the COVID-19 pandemic. This unique set of factors created a situation where toilet paper became a highly sought-after commodity, leading to empty shelves and a frenzy among consumers.
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Frequently asked questions
People in Australia started stockpiling toilet paper in late February 2020, at the beginning of the COVID-19 pandemic. The fear of supply chain interruptions and the desire to maintain control over hygiene and cleanliness during the pandemic are thought to be the main factors influencing this behaviour.
Australians are thought to have stockpiled toilet paper due to a combination of factors, including fear of the unknown, a desire to maintain control, and the influence of media and social media. The COVID-19 pandemic caused anxiety in Australia, and people were fearful of quarantine measures and supply chain interruptions. Some people also wanted to feel like they were “doing something” to protect themselves, and stocking up on toilet paper is relatively inexpensive.
Yes, people in other countries, including Singapore, Japan, Hong Kong, the US, and New Zealand, also bought large quantities of toilet paper during the pandemic.
