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Australia’s Toilet Paper Market

Toilet paper is one of Australia’s most consistent consumer goods, with demand shaped by comfort, affordability, and sustainability. Shoppers look for softness, strength, easy tearing, good disintegration, and eco-friendly production. Retail data shows that premium brands remain strong, but recycled and bamboo-based products are expanding rapidly as environmental awareness grows.

Below is the updated list of the top ten toilet paper brands Australians prefer in 2025/2026, based on performance, popularity, and purchase behaviour.

Top 10 Toilet Paper Brands in Australia (Most Popular in 2025/2026)

1. Quilton

Quilton has long been the number one brand in Australia. It is Australian-owned, widely available, and consistently earns top scores for softness and durability. The 3-ply and 4-ply products are known for comfort, while the “Gold” premium line remains a bestseller. Quilton also maintains strong loyalty thanks to its locally made messaging.

2. Sorbent

Sorbent offers a strong mix of performance and affordability, making it one of the most purchased brands nationwide. Its Thick & Soft series is praised for strength and gentle feel. Sorbent frequently appears in consumer “best buy” lists, especially for households seeking premium texture without a premium price tag.

3. Kleenex

Kleenex is one of the most recognizable household names in Australia. Known for softness, strong layering, and consistent quality, Kleenex sits firmly in the premium category. Its Comfort and Aloe-infused editions appeal to families looking for a gentler option for daily use.

4. Who Gives A Crap (WGAC)

This eco-friendly disruptor is now a mainstream favourite. WGAC produces toilet paper made from 100% recycled materials or 100% bamboo. The brand is plastic-free, carbon-conscious, and donates a portion of profits to sanitation projects. WGAC attracts consumers who want sustainability without compromising softness.

5. Kirkland (Costco)

Kirkland Signature toilet paper consistently earns high satisfaction scores. Australians love it for its combination of softness, large roll size, and strong value. It is particularly popular among families and bulk shoppers who want quality and cost efficiency rolled into one product.

6. Coles Store-Brand Toilet Paper

Coles offers several private-label toilet paper lines that perform surprisingly well in independent tests. The “So Soft & Strong” and “Ultra” editions provide quality at a fraction of premium brand prices. For many shoppers, Coles delivers the best price-to-quality ratio on the market.

7. Woolworths Store-Brand Toilet Paper

Woolworths’ Essentials and Select toilet paper ranges are strong competitors in the value category. While not as plush as Quilton or Kleenex, they are reliable, affordable, and widely used by large households. The supermarket’s eco-friendly recycled series is also gaining traction.

8. icare (Recycled Toilet Paper)

icare focuses on 100% recycled, FSC-certified rolls. This brand appeals to eco-minded buyers wanting to reduce their environmental footprint. icare is known for good disintegration and minimal processing, making it a responsible choice without unnecessary additives or fragrances.

9. Naturale

Naturale produces toilet paper made from recycled fibres and agricultural by-products, positioning itself as an environmentally aware alternative to traditional pulp-based rolls. Australians who prioritise reduced waste and carbon impact increasingly recognise Naturale as a trusted eco option.

10. Bamboo and Hypoallergenic Specialty Brands

Several smaller brands have gained popularity thanks to bamboo, hypoallergenic, or ultra-soft product lines. These include niche bamboo paper brands that offer naturally silky fibres and faster biodegradability. Households with sensitive skin often choose these specialty products for their gentle feel and chemical-free production.

Key Trends Shaping Shopper Preferences

1. Sustainability Is No Longer Optional

Australian consumers are shifting toward recycled and bamboo toilet paper at a steady pace. Shoppers want greener packaging, responsibly sourced fibres, and lower environmental impact.

2. Value Still Drives Large-Scale Purchasing

Despite the rise of eco-options, supermarket private labels from Coles and Woolworths continue to dominate based on price and availability.

3. Premium Comfort Remains Strong

Quilton, Sorbent, and Kleenex still hold top positions because Australians trust their softness, reliability, and consistent performance.

4. Bulk Buying Is Increasing

Large families, renters, and workplaces rely heavily on bulk packs from Costco and supermarkets, pushing Kirkland and supermarket multi-packs into higher demand.

FAQs

1. What toilet paper brand is the best overall in Australia?
Quilton remains the top choice for overall quality thanks to its softness, durability, and Australian-made appeal.

2. What is the best value toilet paper brand?
Kirkland, Coles store-brand, and Woolworths Essentials deliver the strongest value for money while still offering decent softness and strength.

3. Which brand is most eco-friendly?
Who Gives A Crap and icare are highly rated for sustainable production, recycled content, and low-impact packaging. Bamboo-based brands also score well in this category.

4. Is bamboo toilet paper better than traditional toilet paper?
Bamboo is softer than many recycled papers and naturally strong. It is also more sustainable because bamboo grows faster and uses fewer resources.

5. What toilet paper is best for sensitive skin?
Hypoallergenic and fragrance-free options, including Kleenex Aloe, WGAC Bamboo, and specialty bamboo brands, tend to be the gentlest choices.