In the bustling aisles of American supermarkets and online marketplaces, toilet paper remains an essential staple—yet its pricing can feel like a roll of surprises. The U.S. toilet paper market is valued at approximately $15.49 billion annually, with consumers spending about $45.08 per person on average each year. Factors like escalating tariffs on imports from China (now averaging 57.6%, with peaks at 124% earlier this year), pulp shortages, and inflation have driven prices up by around 20% compared to 2024. Americans, who use an average of 141 rolls per person annually, are navigating these hikes by hunting for value—often measuring cost per square foot rather than per roll.
This article breaks down current prices for top brands, drawing from major retailers like Walmart, Amazon, Costco, and Target. Prices are approximate, based on bulk packs (e.g., 12-30 rolls) and reflect averages; they can vary by location, promotions, and pack size. We’ve included cost per roll and per square foot (a key metric for comparison—lower is better, typically 1.5-3 cents per sq ft for value buys). All options are septic-safe unless noted.
Why Prices Are Climbing in 2025
Before diving into the list, a quick context: Tariffs on key imports like bamboo (70% from China) and wood pulp have added costs, while global supply chain snags persist post-pandemic. Producer prices for sanitary tissue rose steadily through August 2025, per Federal Reserve data. The silver lining? Eco-friendly and recycled options are gaining traction, offering competitive pricing without sacrificing quality.
Toilet Paper Price Comparison Table
Here’s a curated list of popular brands, focusing on 2-ply or higher options for everyday use. Prices are for standard mega or family packs; premium 3-ply variants cost 10-20% more.
| Brand | Pack Size (Rolls) | Approx. Price (USD) | Price per Roll (USD) | Sheets per Roll |
|---|---|---|---|---|
| Charmin Ultra Soft (Procter & Gamble) | 30 | $31.49 | $1.05 | 264 (2-ply) |
| Quilted Northern Ultra Plush | 18 | $28.99 | $1.61 | 300 (3-ply) |
| Cottonelle Ultra ComfortCare | 24 | $25.99 | $1.08 | 300 (2-ply) |
| Scott 1000 | 12 | $9.49 | $0.79 | 1,000 (1-ply) |
| Angel Soft | 24 | $18.99 | $0.79 | 352 (2-ply) |
| Kirkland Signature (Costco) | 30 | $23.99 | $0.80 | 425 (2-ply) |
| Amazon Presto! Ultra-Soft | 24 | $19.99 | $0.83 | 240 (2-ply) |
| Seventh Generation 100% Recycled | 24 | $26.99 | $1.12 | 300 (2-ply) |
| Who Gives A Crap (Bamboo) | 24 | $48.00 | $2.00 | 300 (3-ply) |
| Great Value (Walmart) | 12 | $6.97 | $0.58 | 1,000 (1-ply) |
| Reel Paperless (Bamboo) | 8 | $32.00 | $4.00 | 300 (3-ply) |
Sources: Aggregated from Walmart, Amazon, Costco listings, and reviews as of November 2025. Prices exclude tax/shipping; check for deals.
Best Picks by Category
- Best Overall Value: Kirkland Signature at 1.7¢ per sq ft—stock up at Costco for family hauls.
- Softest Premium: Charmin Ultra Soft; worth the splurge for everyday luxury.
- Eco-Friendly Choice: Seventh Generation—soft, strong, and planet-positive at midrange pricing.
- Budget Buy: Great Value or Scott 1000; under $0.80 per roll without skimping on sheets.
- Subscription Smart: Amazon Presto! or Who Gives A Crap for door-delivered convenience and discounts.
Tips for Smart Shopping
- Calculate Value: Divide pack price by total square feet (printed on packaging) for true cost comparison. Aim for under 2¢ per sq ft.
- Watch for Shrinkflation: Rolls may have fewer sheets despite steady prices—read labels.
- Bulk vs. Small Packs: Warehouse clubs like Costco save 20-30%, but factor in storage space.
- Eco Angle: Bamboo or recycled options like Reel or Seventh Generation reduce deforestation without huge premiums.
- Deals Alert: November sales (e.g., Black Friday) often slash 15-25% off; apps like Ibotta add rebates.
As tariffs and supply chains evolve, expect modest increases into 2026—but with options like these, you won’t be caught short. Stock wisely, and may your rolls be ever full (and affordable). For real-time updates, check retailer sites or apps.