In short: Exciting products get attention. Boring products get reordered. Everyday essentials like toothpaste, paper towels and detergent are often the steadiest money in business, because people run out and buy again. This piece tells the story of how I got mocked for that idea, and shows the math behind why it works.
Why do people laugh at boring products?
Because they don't make a good story. When I worked the front desk at a hotel in high school, I'd watch investors check in, and I always wanted a system to beat them at their own game. Then it hit me: why beat them? There's an opportunity sitting right there. The average American works nine to five, and these days it's more like nine to nine. If there's a legitimate way to win, why not? Sell them their toothpaste.
I got mocked for that. When I said, "We're selling toothpaste," people laughed. I didn't care what it was, as long as the cash registers were ringing. If you want to know where my little vendetta comes from, it's the people who laughed at that.
▶ Watch: Watch: Robert Nikic on the toothpaste lesson
What makes a boring product a good business?
- People run out. Toothpaste gets used up. A gadget sits in a drawer.
- People already trust it. Shoppers know the brands and don't need convincing.
- No one needs a story. Nobody has to be talked into needing toothpaste.
- Demand is steady. It doesn't follow trends, seasons or social buzz much.
The government data backs this up. The Bureau of Labor Statistics' Consumer Expenditure Surveys track how US households spend money each year, including on household supplies and personal care products, categories households buy into year after year (BLS). And the Census Bureau's quarterly e-commerce report shows how much of retail spending keeps moving online (U.S. Census Bureau).
The math: one-time product vs. reorder product
This is an illustrative example, not real sales data. It shows why the "boring" product often wins over a year.
Assumptions
- Product A: an exciting gadget. $40 price, $12 profit per sale, bought once.
- Product B: a household essential. $10 price, $2 profit per sale, reordered about every month.
- You win 100 new customers a month for each, for 12 months.
- For Product B, assume half of customers reorder each month after their first purchase.
| Month | Product A profit (one-time) | Product B profit (with reorders) |
|---|---|---|
| 1 | $1,200 | $200 |
| 3 | $1,200 | $400 |
| 6 | $1,200 | $700 |
| 9 | $1,200 | $1,000 |
| 12 | $1,200 | $1,300 |
By month 12, the boring product is earning more each month than the exciting one, and it keeps climbing because last month's customers are still buying. Product A has to start from zero every single month. Product B builds on itself.
Real numbers will differ. The pattern is what matters: repeat purchases stack.
What's the trade-off?
Boring products aren't easy money. They come with:
- Thin margins. Profit per sale is small.
- Real competition. Big sellers know these categories too.
- High expectations. Customers expect fast shipping, reliable stock and fair prices every time.
That means boring products reward operations, not ideas. Fast fulfillment, never running out of stock, competitive pricing and good service are what win.
Where do people go wrong?
They chase what excites them instead of what sells. The product you love and the product the market reorders are often not the same thing. I've seen people spend months on a clever product nobody needed, when the answer was sitting in their bathroom cabinet.
How do you start with boring products?
- Look at what you rebuy. Your kitchen and bathroom are a good starting list.
- Check that you can sell it legitimately. Brand-name products often need authorization or approval.
- Run the margin math. Include every fee and shipping cost.
- Plan for reorders. Fast shipping and stock on hand keep customers coming back.
- Start small. Test before you commit to large inventory.
▸ The broader point
Everyday essentials are also where small businesses most often get squeezed out, because large players control distribution and access. In my advisory work on SDG 8 & 9, I push for cheaper, simpler ways for small sellers to reach customers, including across borders, in line with SDG 9's focus on small enterprises' access to markets (UN). The toothpaste lesson shouldn't only work for companies with scale.
FAQ: boring products and steady income
What are boring products to sell?
Everyday essentials people use up and rebuy, like toothpaste, paper towels, detergent, coffee and pet food.
Why are consumable products good to sell?
Because customers reorder them, so each new customer can bring repeat sales over time.
What's the downside of selling consumables?
Margins are thin and competition is real, so success depends on fast shipping, reliable stock and fair prices.
Sell what people run out of.
What is Robert Nikic's view on boring products?
Robert Nikic's view is that everyday essentials offer some of the steadiest demand in business. He got mocked for wanting to sell toothpaste, but he believes winning with boring products comes down to execution, not novelty.
Related reading: Robert Nikic on Product Reviews: Let Investors Pick Your Product · Your Kitchen Is Your Product Research · Robert Nikic Reviews Amazon Dash Buttons
