Charmin Ultra Soft -- Best for Maximum Softness
Charmin Ultra Soft consistently tops consumer satisfaction surveys for tactile comfort by a meaningful margin over competitors. The four-layer construction and patented cushion weave deliver the softest experience in the category, which is why it dominates bathroom preference polls in household panels. Consumer reports note that the actual sheet dimensions have been reduced in recent years alongside industry-wide "roll shrinkage," so check the sheet count per roll rather than just the pack price for accurate cost-per-use comparison. The thick construction means most users use fewer sheets per session, partially offsetting the higher per-roll price. For households where comfort is the primary criterion, Charmin Ultra Soft is the unchallenged consumer pick.
Check price on Amazon →The best toilet paper balances softness, strength, and per-sheet cost. These five consumer-rated picks cover premium comfort, eco-conscious options, and everyday value buys.
Toilet paper might be the most frequently purchased household consumable, yet consumer satisfaction data shows significant differences between brands in softness, sheet count per roll, and per-sheet cost. The gap between a genuinely comfortable three-ply option and a harsh budget roll is meaningful in daily use. These five picks represent the consumer-rated leaders across comfort, eco-consciousness, and everyday value.
| Product | Best For | Rating |
| — | — | — |
| Charmin Ultra Soft | Maximum softness | 4.8/5 |
| Cottonelle Ultra ComfortCare | Softness + flushability | 4.7/5 |
| Seventh Generation 100% Recycled | Eco-conscious | 4.5/5 |
| Who Gives A Crap Premium Bamboo | Sustainable value | 4.6/5 |
| Scott 1000 | Best value per sheet | 4.4/5 |
Our testing process
We compare every pick against the field on real specifications, certifications, and aggregated owner reviews. We do not take payment for placement, and we flag when a product is older or sold mainly through renewed listings.
Quick comparison
| Pick | Best for | Score | |
|---|---|---|---|
| Charmin Ultra Soft -- Best for Maximum Softness | Check price | ||
| Cottonelle Ultra ComfortCare -- Best for Softness Plus Flushability | Check price | ||
| Seventh Generation 100% Recycled -- Best Eco-Conscious Choice | Check price | ||
| Who Gives A Crap Premium Bamboo -- Best Sustainable Subscription Value | Check price | ||
| Scott 1000 -- Best Value Per Sheet | Check price |
Reviewed in detail
Charmin Ultra Soft -- Best for Maximum Softness
Charmin Ultra Soft consistently tops consumer satisfaction surveys for tactile comfort by a meaningful margin over competitors. The four-layer construction and patented cushion weave deliver the softest experience in the category, which is why it dominates bathroom preference polls in household panels. Consumer reports note that the actual sheet dimensions have been reduced in recent years alongside industry-wide "roll shrinkage," so check the sheet count per roll rather than just the pack price for accurate cost-per-use comparison. The thick construction means most users use fewer sheets per session, partially offsetting the higher per-roll price. For households where comfort is the primary criterion, Charmin Ultra Soft is the unchallenged consumer pick.
Cottonelle Ultra ComfortCare -- Best for Softness Plus Flushability
Cottonelle's CleanRipple texture adds a mild surface pattern that consumer reports associate with better cleansing performance per sheet compared to flat-surface competitors. The Ultra ComfortCare line is specifically engineered for flushability -- it disperses in water faster than most alternatives, which is a material benefit for older plumbing and septic systems. Consumer satisfaction scores are near-Charmin levels for softness, with the added practical benefit of lower clog risk. The rolls are compact compared to the ultra-mega-roll formats common elsewhere, making storage easier in smaller bathrooms. For households with older plumbing or septic systems, Cottonelle is the preferred premium choice.
Seventh Generation 100% Recycled -- Best Eco-Conscious Choice
Seventh Generation's 100% post-consumer recycled paper has no virgin fiber content and uses no chlorine bleaching, making it one of the most sustainable options in wide retail distribution. Consumer reports from environmentally motivated buyers give it high satisfaction scores for texture -- it is softer than budget recycled options from a decade ago, though it does not match the tactile standard of Charmin or Cottonelle. The sheets are strong and do not fall apart during use. The unbleached natural color and lower environmental impact are the distinguishing features; if those matter to your household, this is the most widely available option meeting those criteria without sacrificing functional quality.
Who Gives A Crap Premium Bamboo -- Best Sustainable Subscription Value
Who Gives A Crap is a B-Corp brand that donates 50% of profits to improve sanitation access globally. The Premium Bamboo line uses fast-growing bamboo fiber rather than virgin wood pulp, making it more sustainable than traditional options while offering softness that closes the gap with conventional premium brands. Consumer reports from subscribers highlight the three-ply softness as genuinely competitive and note that the lack of fragrance and dye is a benefit for sensitive skin. The subscription model and bulk packaging reduce the per-roll cost significantly below single-pack retail alternatives. At 48 rolls per box, it eliminates frequent restocking. For households motivated by sustainability and willing to subscribe, this is the most complete package.
Scott 1000 -- Best Value Per Sheet
Scott 1000 earns its place with a simple, unbeatable math: 1,000 sheets per roll, one-ply construction, and a per-sheet cost that undercuts every premium option significantly. Consumer reports from budget-focused buyers consistently rank it highest for value. The 1,000-sheet count means a single roll outlasts multiple rolls of the thick premium formats, which helps households manage bulk storage more efficiently. The 1-ply construction is thinner than premium options, but Scott's fiber quality is above average for the category. For a secondary bathroom, a vacation rental, or any household prioritizing cost over comfort, Scott 1000 is the consumer-validated choice.
How to choose
What to consider
Calculate cost per 100 sheets rather than cost per roll or pack -- roll size and sheet dimensions vary dramatically across brands. Three-ply is softer; one-ply has lower per-sheet cost; two-ply splits the difference. If you have a septic system, prioritize flushability-rated options like Cottonelle over thick multi-layer formats. For sensitive skin, fragrance-free and dye-free options reduce irritation risk. Sustainable buyers should look for FSC certification on virgin-fiber products or genuine post-consumer recycled content percentages on eco-labeled options.
What to consider
For more home essentials, see our guide to [best towel warmers](/articles/best-consumer-reports-towel-warmer) to upgrade your bathroom experience. Review our [methodology](/methodology) to understand how consumer data drives every recommendation on this site.
Common questions
Three-ply toilet paper offers the best combination of softness and strength for most people. Two-ply is a strong middle ground that balances comfort and cost effectively. One-ply is the thinnest and least comfortable but has the lowest cost per sheet. Consumer satisfaction reports consistently rank three-ply options highest for overall satisfaction, though the quality of the fiber and the quilting pattern matter as much as ply count.
Modern recycled fiber toilet papers have closed the gap significantly with virgin fiber competitors. Brands like Who Gives A Crap and Seventh Generation have improved their fiber processing to produce papers that most consumers find adequately soft. However, premium virgin pulp options like Charmin Ultra Soft still lead softness rankings in consumer panels. If environmental impact is a priority, recycled options are a meaningful choice that no longer requires a large comfort trade-off.