What's The Most Popular Toilet Paper Brand In The USA?

Ask 100 Americans what brand they reach for when restocking the bathroom, and odds are a hefty chunk will say Charmin. According to data collection in 2020, Charmin Ultra is the most used branded toilet paper in the country, with nearly 90 million Americans who said they've purchased it. The brand has stayed on its throne thanks to broad availability and strong consumer reviews. Even five years later, Charmin still lands at or near the top in rankings for softness, strength, and overall satisfaction.

But popularity doesn't always mean best-selling. Angel Soft actually outpaces Charmin in revenue, pulling in a whopping $1.22 billion annually. Meanwhile, private label brands bring in a collective $1.7 billion, thanks to competitive pricing and decent quality. So while Charmin might be the brand people know best, store brands are often the ones getting tossed into carts. For those thinking beyond just price and plushness, sustainability is starting to shape buying habits. Brands like Quilted Northern and Cottonelle highlight biodegradable and tree-planting initiatives, while others lean into recycled pulp production. If that kind of eco-conscious shopping speaks to you, you might want to check out the benefits of buying recycled toilet paper.

Charmin still dominates in 2025, but it no longer has the aisle to itself. Amazon's Presto! Ultra Soft has surged in consumer tests, often garnering top scores for softness and value. Kirkland Signature  also remain steady favorites, indicating that consumers aren't afraid to mix brand loyalty with practicality.

That said, Charmin's staying power speaks volumes: people know it, trust it, and keep buying it. But it's not always the thriftiest choice. That's where store brands shine. For budget-conscious shoppers, Great Value is a toilet paper option that routinely offers better bang for your buck without skimping on the basics. More consumers are also eyeing environmental impact. From packaging to pulp sourcing, the toilet paper aisle is starting to reflect a growing demand for greener products. For those with septic systems, picking the wrong brand can cause major headaches. A little research goes a long way if you're hoping to avoid picking the worst toilet paper brands that will damage your septic tank.

Charmin may still be the brand most likely to roll off people's tongues, but it's hardly the only option winning shelf space, not to mention brand loyalty. Angel Soft's strong sales, Quilted Northern's premium pitch, and Cottonelle's balanced approach have all carved out solid followings. And private labels? Quietly cleaning up. Kirkland, Great Value, and even Amazon's Presto! are turning casual buyers into repeat customers.

The decision now boils down to more than just softness. Consumers are weighing performance, affordability, and sustainability. If you're prioritizing green products, you may want to think twice about some name brands that don't fare well in environmental rankings. And once you've found the right roll, storage becomes the next frontier. From creating easy toilet paper storage to DIYing a sleek cabinet that gives your bulk some much-needed style, the humble toilet paper roll has never been more deserving of a glow-up. Yes, Charmin is still the cool kid on the block; but as the block gets bigger, others are starting to also get a piece of the attention pie.