Charmin Takes the Title of Top Toilet Paper

Are you brand loyal with your toilet paper? Consumer Reports says you might want to reassess.

Of the 19 different toilet papers Consumer Reports tested, we find that more and more brands are skimping - fewer sheets, smaller sheets and narrower rolls.

Consumer Reports now has some new recommendations.

Toilet paper makes lots of claims about strength and softness. Wonder which is best? Consumer Reports Joe Pacella says you're not the only one.

"Consumers want to know … so we do the testing and report our results," Pacella said.

Consumer Reports checked out big brands, including Charmin, Cottonelle and Quilted Northern as well as cheaper store brands and even one called Ology that says it's "100 percent tree-free."

All the toilet papers go through the same set of tests. Sensory panelists feel each sheet to rate the papers' softness. Another test checks to see how easily the toilet paper tears at its perforations. And another tests how quickly toilet paper breaks down in water.

"A toilet paper that breaks down more quickly or more easily is better for your sewer system or septic system," Pacella explained.

The only one to score excellent for strength, softness and disintegration was Walmart's White Cloud, and it's reasonably priced, too.

Charmin Ultra Strong came in second. Despite its name, it isn't quite as strong, but it does tear a little more easily.

Some other toilet papers were disappointing. Scott 1000 was neither strong nor soft and Marcal Small Steps was almost as harsh and didn't tear easily.

As for that Ology "tree-free" toilet paper from Walgreens, it did break down very easily but it wasn't very soft.

In the end, Consumer Reports recommends Charmin Ultra Strong. It's very good for strength, softness and disintegration.

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