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Best toilet roll 2025
Picking the best toilet paper saves you from flushing money down the loo. And nobody wants to use a roll that feels like sandpaper.
We've put some of the most popular toilet rolls to the test, including supermarket own-labels from Aldi, Asda and Tesco, as well as big names such as Andrex, Cushelle and Nicky.
Our latest round of testing also includes toilet rolls that claim eco benefits, such as Who Gives a Crap and bamboo-based toilet paper like Cheeky Panda.
To find the best toilet roll, each one was assessed for comfort, strength and absorbency, and also how well it dissolves, helping you avoid clogged pipes. The most absorbent toilet paper was able to hold four times more water than the weakest, and the strongest needed more than double the force to tear.
Six toilet rolls cleaned up in our tests and are worthy Best Buys. Three lower priced rolls were also our Great Value picks.
How our tests find you the best
Over 25 toilet roll tested
We’ve put over 25 toilet rolls, including luxury, supermarket and eco-friendly options, through our tough tests and even enlisted a panel for comfort.
Comfort
Nobody wants to wipe their bottom with a sheet resembling sandpaper, which is why our panel ranks each one from the most to least comfortable.
Strength
Torn, poked and pushed to the limit, each loo roll faces brutal tests to reveal the rolls that stay strong and the rolls that fall at the first hurdle.
We also test
We looked at absorbency too, and how well each loo roll dissolves to help you avoid pipe blockages.
The toilet rolls we tested
The biggest brands and the most popular 10 toilet rolls are listed below.
Only logged-in Which? members can view the toilet roll test results.
Join Which? to get instant access to our test results and Best Buy recommendations.
| Toilet roll | Price | Score | Comfort | Strength | Dissolvability |
|---|---|---|---|---|---|
Sign up to reveal Get instant access to this and all our scores and recommendations Unlock tableDigital £8.99 per month, cancel any time. Already a member? Log in | 96% | ||||
| 96% | |||||
| 94% | |||||
| 92% | |||||
| 86% | |||||
| 85% | |||||
| 84% | |||||
| 82% | |||||
| 82% | |||||
| 76% |
Sign up to reveal
Get instant access to this and all our scores and recommendations
Unlock tableDigital £8.99 per month, cancel any time.
Already a member? Log in
Date tested: September 2025 and December 2023. Page last checked: October 2025. We are not able to show every retailer and cheaper prices may be available.
The toilet rolls we tested
A selection of the toilet rolls we tested are listed below in alphabetical order.
Only logged-in Which? members can view the best toilet rolls from our tests.
Join Which? to get instant access to our test results and Best Buy recommendations below.
Aldi Saxon Soft toilet tissue
Available from Aldi (£1.99, only available in-store)
Most recently tested December 2023
Sustainable packaging 30% recycled plastic, dispose at recycling points
Number of sheets per roll 200
Need to know Two-ply; size of one sheet 12.2 x 10.3cm (L x W); available in a nine-pack size
Andrex Ultimate Quilts
Most recently tested September 2025
Sustainable packaging 50% recycled plastic
Number of sheets per roll 155 on standard rolls, 235 on mega rolls
Need to know Three-ply; size of one sheet 11.5 x 10cm (L x W); available in four pack, nine-pack, 16-pack, 24-pack and 36-pack sizes, mega rolls available in six-pack, nine-pack and 24-pack sizes
Asda Shades So Soft
Available from Asda six-pack (£4.58)
Most recently tested December 2023
Sustainable packaging 30% recycled plastic
Number of sheets per roll 360
Need to know Two-ply; size of one sheet 11.8 x 9.9cm (L x W); available in two-pack, six-pack and 12-pack sizes
Cheeky Panda Bamboo Silky Soft toilet tissue
Available from Cheeky Panda 12-pack (£22)
Most recently tested September 2025
Sustainable packaging Plastic-free, cardboard packaging
Number of sheets per roll 190, 380 on double rolls
Need to know Three-ply; size of one sheet 12 x 10cm (L x W); available in a 45-pack size, double rolls available in 12-pack and 48-pack sizes
Costco Kirkland Signature Triple Satin bath tissue
Available from Amazon four-pack (£5.84), Amazon 40-pack (£26.95), Costco 2 x 40-pack (£45.98)
Most recently tested December 2023
Sustainable packaging Plastic packaging
Number of sheets per roll 240
Need to know Three-ply; size of one sheet 12.4 x 10.8cm (L x W); available in four-pack, 40-pack and 440-pack sizes
See more every day essentials: best washing-up liquids, best laundry detergents and best cleaning sprays
Cushelle Quilted Tubeless
Available from Ocado (£7.50)
Most recently tested September 2025
Sustainable packaging 33% recycled plastic
Number of sheets per roll 252
Need to know Three-ply; size of one sheet 11.5 x 9.5cm (L x W); only available in a six-pack size
Sainsbury's Super Softer toilet tissue
Available from Sainsbury's (£4)
Most recently tested December 2023
Sustainable packaging Paper packaging
Number of sheets per roll 190
Need to know Two-ply; size of one sheet 12.4 x 10.3cm (L x W); available in nine-pack and 16-pack sizes
Serious Tissues
Available from Serious Tissues (£42.50)
Most recently tested September 2025
Sustainable packaging Plastic-free, cardboard packaging
Number of sheets per roll 250
Need to know Two-ply; size of one sheet 11.5 x 10cm (L x W); available in 45-pack and 135-pack sizes
Tesco Luxury Soft Quilted
Most recently tested September 2025
Sustainable packaging 30% recycled plastic
Number of sheets per roll 160; 240 on longer rolls
Need to know Three-ply; size of one sheet 12.5 x 10cm (L x W); available in four-pack and nine-pack sizes, longer rolls available in six-pack and 12-pack sizes
Who Gives a Crap 100% Bamboo toilet paper
Available from Who Gives a Crap (£16)
Most recently tested September 2025
Sustainable packaging Plastic-free, cardboard packaging
Number of sheets per roll 370
Need to know Three-ply; size of one sheet 10 x 10cm (L x W); available in 12-pack, 24-pack and 48-pack sizes
More toilet roll from our tests
Here’s how the rest of the toilet rolls from our tests measured up, listed in alphabetical order.
| Toilet roll | Price | Score | Comfort | Strength | Dissolvability |
|---|---|---|---|---|---|
| Andrex Complete Clean | SQUIRREL_TEXT_50017283 | ||||
| Bumboo Wrapped toilet paper | Bumboo (£24) | ||||
| Co-op Super Soft White | Co-op (£2.50) | ||||
| Cushelle Original toilet tissue | SQUIRREL_TEXT_50022499 | ||||
| Embossed toilet tissue by Amazon | SQUIRREL_TEXT_50014567 | ||||
| Lidl Florays Soft White | In-store only (£1.99) | ||||
| M&S Supersoft toilet tissue | In-store only (£2) |
Dates tested: September 2025 and December 2023. Page last checked: October 2025. We are not able to show every retailer and cheaper prices may be available.
Which? Don’t Buy toilet rolls
Our tests uncover the best and the worst. If a product performs so poorly that we think you should avoid it, we call it a Don't Buy.
We tested four toilet rolls that we’ve named Don’t Buys. They were all found to be terrible in terms of comfort.
To find out which they are, and which toilet rolls earned our Best Buy and Great Value recommendations, log in or join Which?.
How we test toilet roll
Every toilet roll is put through the same rigorous test to help you find you the best toilet paper.
We regularly revisit the toilet rolls on sale to see if there are any more popular products that need testing and when we find them we do.
Comfort
We recruit a panel of testers. Each tester tries every single toilet roll, ranking them from most to least comfortable.
All testers agree there is a big difference between the best and the worst. The former can be soft and cushion-like, whereas the latter can be scratchy and rough.
Strength
Each toilet roll is tested for strength against ripping and against being punctured.
We rip and puncture multiple sheets, and use a force gauge to accurately compare each toilet roll.
The best toilet rolls for strength can take more than double the force before ripping or puncturing compared to the weakest in our tests.
Absorbency
We slowly add water to each toilet roll to measure exactly how much water each can absorb before becoming saturated.
The best toilet rolls we test can hold about four times more water than the least absorbent in our tests.
Dissolvability
We use an electric whisk on multiple sheets of toilet roll in a fixed volume of water and compare how well each toilet roll dissolves in a set time.
Most toilet rolls we've tested so far have dissolved well, but the best toilet paper breaks apart into very small pieces and leaves the water cloudy, rather than clear with big chunks of paper left in it.
Size of roll
We calculate the total amount of toilet paper you get on each roll by measuring the area of a sheet and multiplying it by the number of sheets.
We also record the ply count of each toilet roll. We’ve found no correlation between ply count and better performance.
Eco checks
We make sure to assess the packaging of every toilet roll we test and we also check how transparent information is on brand websites. For example, the licences the brand might hold and the boards that have checked the brands eco credentials. The brands we've tested that emphasise being eco-friendly passed all of these checks.
We didn't test the source of the paper though, so any claims about it being 100% bamboo or recycled have not been investigated.
Why you can trust us: at Which? we're free from manufacturer and retailer influence. Find out more about our impartiality and how your support helps us to stay editorially independent
What is the best toilet paper for not clogging?
Only using the sheets you need, or a mid-use flush (although that uses more water), can limit the amount of paper going down the drain in one go, but using a toilet paper that dissolves quickly also helps.
Most of the toilet rolls we've tested dissolve well, breaking apart in a matter of seconds. Some have almost completely dissolved in 10 seconds, whereas the least dissolvable in our tests still had larger chunks of paper remaining intact.
Remember not to put kitchen roll or paper tissues down the toilet. They're not designed to break down in the same way as toilet paper.
Log in or join Which? to find out which toilet roll is best for not clogging your loo.
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What is eco-friendly toilet paper?
Most eco-friendly toilet rolls use FSC-certified paper made from recycled and sustainably sourced fibres, while some have more sheets that last longer, helping reduce waste and transport emissions.
What are the sheets made of?
Some brands use 100% recycled paper, while others use bamboo or mixed fibres. FSC Mix certification means the paper comes from responsibly managed and low-risk sources.
You can find out more about the FSC and the different types of certification it offers in What is FSC and should you trust it?
Of all the paper options, virgin paper is the least sustainable option, but other factors, such as factory energy use and transport, impact.
Which testing finds some bamboo toilet paper actually made with wood
Toilet roll packaging
We note how much recycled plastic is being used in every roll. However, in general, claims to use a percentage of recycled plastic for toilet roll packaging should be seen in the context of the whole product.
It’s not a bad thing, but packaging only makes up a small part of the toilet roll’s overall carbon impact.
Under the Plastic Packaging Tax, brands must use at least 30% recycled material in their packaging or pay a levy.
What does our sustainability expert say?
Olivia Howes, senior sustainability writer at Which?, says: Bamboo can have advantages over toilet paper made from virgin paper because bamboo grows quickly, regenerates from its roots and generally uses fewer pesticides and less fertiliser and water.
'However, it's important to consider the whole product, such as the energy used in the factory and the product packaging, and to look for bamboo that is FSC-certified. 100% recycled paper is still the option preferred by organisations such as the World Wide Fund for Nature.'
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Is there VAT on toilet rolls?
We've seen a lot of people searching for the answer to this question and the short answer is yes, VAT is charged on toilet rolls.
There have been petitions to remove VAT from toilet rolls, as some argue that it should be exempt because it's an essential item, but it is currently subject to VAT.