Best Toilet Paper 2024: Choice Reviews & Top-Rated Rolls
Australians are paying a premium for comfort in the bathroom, according to new testing by consumer advocacy group Choice. Their assessment of 42 toilet paper brands revealed that the highest-rated options – Quilton’s 4 Ply Softness Gold and its Shea Butter in Gold 4 Ply variety – also carry the highest price tag, at $0.69 per 100 sheets. The findings highlight a trade-off between softness and cost, a familiar equation for shoppers navigating rising household expenses.
The Softness Premium
Choice’s testing methodology considered four key areas: softness, ease of sheet separation, strength, and disintegration time. A panel of five people assessed softness through “tactile judgment,” as explained by Chris Barnes, a project manager at Choice. Quilton’s top-performing rolls achieved a score of 78% and 77% respectively, but the cost is significant. This places them well above the average price point for toilet paper in Australia. The results suggest consumers willing to prioritize a softer experience are willing to pay considerably more for it.
However, the Choice testing also revealed that a comfortable experience doesn’t necessarily require the highest price. Woolworths’ Vevelle Luxury Soft Double Length roll scored a respectable 77%, matching Quilton’s Shea Butter variety, but at a cost of just $0.29 per 100 sheets – less than half the price. This demonstrates a substantial price difference for a comparable product, offering budget-conscious consumers a viable alternative.
Eco-Friendly Options and the Trade-Offs
The report also examined the performance of eco-friendly toilet paper options, a growing segment of the market driven by sustainability concerns. Barnes noted a general trend: “There’s a bit of a challenge when using recycled paper to refine it to a very sort of soft level.” Whereas recycled options often lag behind conventional brands in softness, several performed admirably. Naturale 100% Recycled 3 Ply Softness scored 80% for softness and 75% while Yarn’n 100% Recycled Aussie Manufactured Deadly Dunny Paper achieved a softness score of 70% and an overall score of 74%. Yarn’n also distinguishes itself by donating 50% of its profits to Yalari, an Indigenous education organization. Yalari’s website provides more information on their work.
Who Gives A Crap, a popular brand known for its sustainable practices, received lower scores in the Choice testing. Its 100% Recycled Classic Soft Double Length scored 71% overall with a softness score of 70%, while its Bamboo Extra Soft Double Length Rolls scored 68% overall and a softness score of just 55%, costing $0.42 per 100 sheets. The company was contacted for comment regarding the results.
Beyond Comfort: Sewer Friendliness and Disintegration
Choice’s assessment extended beyond comfort to consider practical aspects like sewer friendliness. Barnes explained the challenge of balancing strength and disintegration: “It has to be both soft and strong.” The testing revealed that some high-scoring products faltered in durability, while the lowest-scoring options were often too tough, posing potential plumbing issues. Kleenex Complete Clean and its double length version received the lowest disintegration scores, taking five-and-a-half minutes to break apart in a water vortex test, with an overall score of just 53%. ICare Luxury Eco Toilet also scored poorly in disintegration, at 17%.
Kimberly-Clark IFP ANZ, the manufacturer of Kleenex, responded to the findings, stating that all its products undergo rigorous safety and quality testing. Kimberly-Clark’s corporate website details their quality control processes. A spokesperson for the company encouraged consumers with questions to contact their Consumer Engagement Team.
Ply Count and Value Proposition
The report also debunked the assumption that a higher ply count automatically equates to a better product. Vevelle White Toilet Tissue 2 Ply scored 77%, comparable to Sorbent’s 4 Ply Thick & Soft, which received a score of 75%, despite costing significantly less ($0.19 vs. $0.59 per 100 sheets). This suggests that ply count isn’t the sole determinant of quality and that consumers can find value in lower-ply options.
Implications for Consumers and Manufacturers
The Choice testing provides valuable insights for consumers seeking the best balance of comfort, cost, and sustainability in their toilet paper purchases. The results demonstrate that premium pricing doesn’t always guarantee superior performance and that viable alternatives exist across different price points and material compositions. For manufacturers, the findings underscore the importance of optimizing both softness and disintegration properties to meet consumer expectations and avoid potential plumbing issues. The increasing demand for eco-friendly options also presents an opportunity for innovation in recycled and bamboo-based products.
The Choice report also highlights the complexity of consumer choice in a seemingly simple product category. Factors like ply count, material composition, and manufacturing processes all contribute to the overall experience, and consumers must weigh these factors against their individual priorities and budgets. Choice’s website offers a comprehensive overview of their testing methodology and detailed product reviews.
Looking ahead, continued innovation in toilet paper manufacturing is likely, with a focus on improving the softness and strength of recycled options while maintaining affordability. The market will likely see further segmentation, catering to specific consumer preferences for softness, sustainability, and price. Consumers can expect to see more detailed product labeling and transparency regarding material sourcing and manufacturing processes, empowering them to make informed purchasing decisions.