Toilet paper is one of those household essentials nobody thinks about until they run out — but with prices and pack sizes varying wildly between brands, it's worth a few minutes of comparison to make sure you're not overpaying. Here's how three of the most popular brands in the UK stack up.

The Contenders

• Andrex – the long-standing UK household name, known for its "quilted" texture and puppy branding
• Cushelle – a softer-focused mid-range brand, often positioned as a value alternative to Andrex
• Kirkland – the Costco own-brand, sold in large bulk packs and popular with big households and bulk buyers

Ply Count and Texture

Ply count affects both softness and absorbency. Andrex's core range sits at 3-ply, giving it a noticeably plush, cushioned feel that's built much of its brand reputation. Cushelle also typically offers 3-ply in its softer lines, aiming for a similar comfort level at a slightly lower price point. Kirkland's bulk rolls tend toward 2-ply, prioritising roll count and value over the premium cushioned feel — a reasonable trade-off for households prioritising cost per sheet over texture.

Sheet Count and Roll Size

This is where the real value differences show up. Kirkland rolls are typically larger, with a higher sheet count per roll than either Andrex or Cushelle, which is part of why bulk packs work out cheaper overall despite the lower ply count. Andrex and Cushelle rolls are more standard-sized, with Cushelle occasionally edging out Andrex slightly on sheets per roll depending on the specific product line.

Price-Per-Roll Comparison

When comparing value, always calculate price divided by roll count, then factor in sheet count per roll for a true price-per-sheet figure. As a general pattern across the UK market:

• Andrex tends to sit at the premium end per roll, reflecting its brand positioning and softness
• Cushelle usually lands slightly below Andrex per roll, offering a similar feel at a modest discount
• Kirkland typically delivers the lowest price per sheet when bought in its large bulk packs, though it requires more storage space upfront

Absorbency Notes

Absorbency generally correlates with ply count, so Andrex and Cushelle's 3-ply construction tends to outperform Kirkland's 2-ply on a sheet-for-sheet basis. In practice, this means some households find they use slightly more sheets per use with 2-ply products, which can narrow the cost gap somewhat — worth factoring in rather than comparing roll price alone.

Best Pick by Household Type

• Large households or bulk buyers: Kirkland tends to offer the best overall value thanks to bigger rolls and lower per-sheet cost, provided you have storage space
• Households prioritising softness and brand familiarity: Andrex remains the benchmark for texture and quilted comfort
• Budget-conscious households wanting a middle ground: Cushelle offers a softness level close to Andrex at a more moderate price point

The Bottom Line

There's no single "best" toilet paper — it depends on whether you're optimising for softness, price per sheet, or storage convenience. Bulk buying any of these three brands, rather than picking up single packs on each supermarket trip, is consistently the biggest lever for savings regardless of which brand you prefer.

Compare current pricing on Andrex, Cushelle, and Kirkland multipacks at Pick2Basket and choose the best value option for your household.