The Wipe Stuff

A review of recycled toilet-paper brands 21

Write or wipe
Time for a new roll, but what's your type?
Photo: iStockphoto

Deciding what kind of toilet paper to buy is a delicate issue. Perhaps most significantly because you want to protect those delicates -- but what about this delicate planet of ours?

According to the NRDC, if every household in the U.S. replaced just one roll (500 sheets) of virgin-fiber toilet paper with 100 percent recycled TP, we'd save almost half a million trees. So the question becomes: Is it possible to protect both the earth and your bum? I was determined to find out.

Grist's Pick

Seventh Generation Double Rolls

400 sheets per roll/100 percent recycled/80 percent post-consumer

$3.99 for a 4-pack at Whole Foods

To aid me in my quest for chafe-free choices, I enlisted the help of the Grist staff and a few unsuspecting visitors -- including eco-model Summer Rayne Oakes, who happened to be in town for Seattle's Green Fashion Week. To each bum, his own, right?

After doing some research online (try explaining to the IT guy the appearance of PoopReport.com in your internet history), I decided on several nationally available brands of recycled TP: Seventh Generation, Green Forest, and Whole Foods' brand 365 Everyday Value. According to the NRDC's shopper's guide (and the TP packages), those three brands are all 100 percent recycled fiber, at least 40 percent post-consumer fiber, and processed chlorine-free.

A last-minute tip about two-plys from Grist kahuna Chip Giller got me thinking about double versus single rolls, so I bought both where applicable. I also picked up a pack of Cottonelle -- a zero percent recycled, zero percent post-consumer roll made by the oft-vilified Kimberly-Clark -- to have something to compare with the recycled brands in our blind test.

Though it sparked a slew of giggles and some interesting discussions (including a particularly heated one about which way rolls should unravel), the completely unscientific experiment went well, effectively wiping clean any misgivings staffers had about TMI.

Here are the results:

Seventh Generation Single Roll
2 ply/ 260 sheets per roll/ 4.5"x4" sheet/ 130 sq. ft.
$2.69 for a 4-pack at Whole Foods
Recycled content: 100 percent
Post-consumer recycled content: 80 percent minimum
Color: white (processed without chlorine)
Pattern: flowers
Absorbency: 3.7 out of 5 (8 reviewers)
Overall comfort: 3.7 out of 5 (8 reviewers)

"A good, clean wipe," wrote one reviewer of this roll. Receiving the second-highest ratings of all the recycled rolls, this one is a good buy, though the double-roll will keep you from hitting the store so often (and at a cost of 1 cent per sheet, will actually save you a dime or so).

Seventh Generation Double Roll
2 ply/ 400 sheets per roll/ 4.5"x4" sheet/ 200 sq. ft.
$3.99 for a 4-pack at Whole Foods
Recycled content: 100 percent
Post-consumer recycled content: 80 percent minimum
Color: white (processed without chlorine)
Pattern: flowers
Absorbency: 4.1 out of 5 (9 reviewers)
Overall comfort: 4.4 out of 5 (9 reviewers)

Some reviewers questioned whether this roll was even recycled -- quite the compliment for TP that boasts a minimum 80 percent post-consumer content. Though the tree-felling Cottonelle roll beat it by one-tenth of a point in overall comfort, this little recycled-roll-that-could ruled in absorbency. Even Summer said it was "nice on the tush!"

365 Everyday Value Single Roll
2 ply/ 180 sheets per roll/ 4.3"x3.66" sheet/ 78.6 sq. ft.
$1.69 for a 4-pack at Whole Foods
Recycled content: 100 percent
Post-consumer recycled content: 40 percent minimum
Color: white (processed without chlorine)
Pattern: hearts
Absorbency: 2.7 out of 5 (6 reviewers)
Overall comfort: 2.4 out of 5 (7 reviewers)

Since this roll received the lowest marks of any of the brands tested, I recommend keeping it off your TP repertoire. I personally had an unpleasant experience with this one, as it literally fell apart in my fingers. I will give this roll credit, though, for eliciting perhaps the most awesome staff comment: "Rough, but I deserve it."

365 Everyday Value Double Roll
2 ply/ 360 sheets per roll/ 4.3"x3.66" sheet/ 157.3 sq. ft.
$2.99 for a 4-pack at Whole Foods
Recycled content: 100 percent
Post-consumer recycled content: 40 percent minimum
Color: white (processed without chlorine)
Pattern: hearts
Absorbency: 3.1 out of 5 (8 reviewers)
Overall comfort: 2.7 out of 5 (8 reviewers)

While boasting twice as many sheets as its single cousin, this roll failed to impress the masses. One reviewer mentioned that more sheets were needed to do the job than expected. Note that both of the 365 Everyday Value rolls have smaller dimensions than any of the other sheets.

Green Forest Single Roll
2 ply/ 198 sheets per roll/ 4.5"x4" sheet/ 99 sq. ft.
$1.99 for a 4-pack at Whole Foods
Recycled content: 100 percent
Post-consumer recycled content: 40 percent minimum
Color: white (processed without chlorine)
Pattern: flower patchwork
Absorbency: 2.3 out of 5 (8 reviewers)
Overall comfort: 3.4 out of 5 (8 reviewers)

This roll was soft, but a bit thin and flimsy when it came to doing its dooty. It is, however, one of the cheaper four-packs -- but I say saving that ass is better than saving that cash.

Cottonelle Double Roll
1 ply/ 352 sheets per roll/ 4.5"x4" sheet/ 176 sq. ft.
$3.39 for a 4-pack at Rite Aid
Recycled content: 0 percent
Post-consumer recycled content: 0 percent
Color: white (chlorine!)
Pattern: vertical lines
Absorbency: 4.0 out of 5 (8 reviewers)
Overall comfort: 4.5 out of 5 (8 reviewers)

As expected, this non-recycled roll -- included in the mix as a control -- received high marks for overall comfort. While this one felt quite easy on the arse, some staffers reported feeling only guilt, as they suspected it wasn't so easy on the earth. Others had complaints about the vertical-line pattern on the 1-ply paper.

The bottom line: You can protect your bum without being a bummer for the earth. For maximum absorbency and (guilt-free) comfort, we suggest Seventh Generation double rolls.

Sarah van Schagen is Grist’s Seattle editor.

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  1. smebinger Posted 2:00 am
    06 Nov 2007

    For those who want to bypass 'Whole Paycheck'Seventh Generation and Green Forest toilet paper (and their other products) are also sold at Harris Teeter stores at slightly cheaper prices than Whole Foods, for those of you in their market area.
    Also, I know that Target has recently started selling a lot of the Seventh Generation cleaning products, but not sure if they're stocking the paper products yet.  I'll bet it'll happen soon if not already.
    Samara

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  2. gooseduckstevens Posted 7:12 am
    06 Nov 2007

    Really?I've tried both Green Forest and Seventh Generation and I prefer the GF over the SG, mostly due to softness and comfort.  I thought SG was too rough for my delicate bum.  I also agree, that the vertical Cottenelle pattern causes a weak spot that can sink a knuckle.  Not Good.

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  3. kcooker2 Posted 7:33 am
    06 Nov 2007

    Shitbegone - The Mail Order Recycled Content TPNever lug a big bulky packet of TP home from the store again.  Have it delivered in bulk to your home from Shitbegone! http://shitbegone.com/. I've been using it for two years and have only had to place two orders (for two person household). I've found the quality to be high, both in strength and comfort.  They guarantee less post-consumer at 20%, but it can be as high as 80%.  For more information (they have lots), visit the website: http://shitbegone.com/.  

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  4. sloppymoose Posted 8:21 am
    06 Nov 2007

    i couldnt agree more with gooseduckstevensGreen Forest is totally the way to go, 7th generation is scratchy as hell. no one wants that on their ass.

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  5. Pathos Posted 10:23 am
    06 Nov 2007

    ShitbegoneAs much as that was a shameless advertizing plug, Shitbegone actually is pretty good toilet paper.
    They're pretty open about the fact that the post-consumer content of their tissue varies wildly, but they claim they buy the highest post-consumer available in bulk at any given time, for what that's worth.
    And hey...  Mail ordering and buying in bulk are good things; at the very least, you know you won't ever have to drive to the store specifically for toilet paper.

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  6. Pandu Posted 11:10 am
    06 Nov 2007

    WaterWhy use toilet paper at all?  There are probably well over a billion people in the world who just use a little jug of water.  It actually works much better than toilet paper -- cleaner and feels better too, not to mention free.    

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  7. Beth Terry Posted 12:38 pm
    06 Nov 2007

    What about all the plastic??!!!??I'm surprised you didn't include any individually wrapped rolls in your review.  Seventh Generation's individually wrapped rolls have the highest recycled content and no plastic wrapper.  I wrote a whole post about it on my blog, in my quest to find plastic-free toilet paper, and where you can buy it for cheap:
    http://www.fakeplasticfish.com/2007/08/seventh-generation ...
    Yes, it's important to save the trees.  But it's also extremely important that we get away from plastic, especially disposable plastic films.  Everyone's so opposed to plastic grocery bags.  Why's it okay to fill up our reusable canvas bags with plastic-wrapped products when we don't have to?

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  8. Greta Posted 12:40 am
    07 Nov 2007

    GreenWiseBeen using Publix Supermarket "GreenWise" recycled toilet paper for years.  My bottom has never once complained.

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  9. Steaming Pile Posted 2:03 am
    07 Nov 2007

    How does Scott stack up?I kinda assumed most TP was made from recycled fibers.  No sense in cutting down trees for something that ends up in the septic tank (the reason we use Scott), right?  Nice to know, and thanks for the 411.

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  10. karenc Posted 7:08 am
    07 Nov 2007

    go tp free!I totally agree with Pandu!  I love the Indian toilets where there is a little cup of water.  Now, I do usually carry a little cloth wipe to pat dry with after the water has cleaned me- otherwise clothes get wet... and some might consider this icky but I always feel nice and clean from the water.  This is difficult to do with the typical American toilet, however.  I also like squatting rather than sitting...

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  11. luannrudolph Posted 12:27 am
    08 Nov 2007

    7th Gen CouponsFor those of you that enjoy Seventh Generation but hate the price, go the their website and download coupons! Generally you can get on for $1.00 off any paper product. And I agree with the authors of this article 100%.

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  12. Delay And Deny's avatar

    Delay And Deny Posted 3:31 am
    08 Nov 2007

    Spin

    As that great Civil Engineer Ann Landers described, it's not the type of toilet paper, but how you hang it:
    http://www.thegreatamericantoiletpaperdebate.com/
    http://www.biography.com/biography/bio_episode_guide.jsp? ...

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  13. brave new leaf Posted 7:04 am
    08 Nov 2007

    Independently VerifiedAwesome, and slightly diturbing, article. My husband and I have been experimenting independently on this front, and agree that the Seventh Generation is worth the extra cost.  And you can get it for much cheaper on drugstore.com!

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  14. bunee Posted 1:58 am
    09 Nov 2007

    Marcal & CVS: 100% Recycled Paper ProductsI've been using recycled paper products for years.  Both Marcal and CVS brands offer 100% recycled, inexpensive, full range of products: toilet paper, paper towels, etc.  
    All Marcal products are 100% recycled.  Not all CVS products are--the 1000 sheets toilet paper and the big rolls of paper towels (yes, I usually use cloth towels, but sometimes paper towels are needed).  Just check the back of the package for the 100% recycled logo.  
    Both of the 1000 sheets are comparable to Scott brand (Kimberly-Clark), but softer, cheaper and do not use 100% virgin wood--criminal!  Scott is a popular brand used by offices, restaurants--I politely encourage the businesses I frequent to switch to a recycled brand of paper--they often will when they are educated about it.

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  15. mihan's avatar

    mihan Posted 5:00 am
    09 Nov 2007

    TP and catsIf you have cats who are inclined to bat at things (as most are), the TP has to unroll from the back or the whole roll will be on your floor in no time, in a billowy pile.

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  16. msvoner Posted 9:31 am
    12 Nov 2007

    Re: The Wipe StuffI must admit, I'm very picky about butt-wipe. My fave is Safeway ULTRA double rolls. It's strong and soft, (and each one of those cardboard tubes adds up.) But the guilt is strong...
    I appreciate the first tip offered, and I will check Target for Seventh Generation since none of the other stores are around here that I know if.
    We supplement our ULTRA with Trader Joe's Bath Tissue 100% recycled, 80% post consumer, it's strong, but not very soft. Crinkling it up helps.
    (Fremont, CA)

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  17. dennis1200 Posted 1:31 am
    13 Nov 2007

    Another note on CVSIt's true - CVS is a great option.
    Not only is CVS' store brand affordable (read: the cheapest), but it's worth mentioning that it is wrapped in paper, made from 100% recycled content, of which a surprising 60% is post-consumer waste.
    For those of us avoiding plastics, trying not to wipe our bottoms with post-Amazon fiber, and supporting a recycled product stream, this is the way to go.
    Do be aware of packaging - and whether or not you want to contribute to the "Plastic-island: Texas times two". I suppose even the fact that it lasts longer with more square footage per roll adds up when you factor in the environmental costs of travel among many individuals.
    You'd think they'd advertise it.

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  18. Annie Rosenthal's avatar

    Annie Rosenthal Posted 11:31 am
    13 Nov 2007

    Plastic wrappingI agree with Beth Terry.  I buy 7th generation 2 ply in the paper wrapped rolls at my local Coop (Davis, CA)  I've always wondered how the extra paper and slight extra hassle for the paper wrapped compares environmentally to the plastic wrapped ones?  

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  19. tripura Posted 6:44 pm
    19 Nov 2007

    Toilet Paper by Seventh Generation at SustainLaneI came across some nice reviews on Seventh Generation's TP at http://www.sustainlane.com/reviews/toilet-paper/NA3OZWZJI ...

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  20. WaterConsNYC's avatar

    WaterConsNYC Posted 11:18 pm
    03 Jul 2008

    Why No Evaluation of Marcal?One of the other commenters mentioned Marcal and another CVS.  Is Marcal lying about their recycled content and if not, why weren't they evaluated?
    If the only alternatives are Seventh Generation and "365" we don't move beyond preaching to the choir. My local supermarket carries Seventh Generation and for them it's an opportunity to charge health food store prices for products.  "365" products usually are good choices in that they are not terribly expensive but they are only available at Whole Foods.

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  21. br549 Posted 3:15 pm
    27 Oct 2008

    The Wipe StuffWell, poo, Sarah, just saw this article of yours on MSN tonight, didn't know it was almost a year old.  Ok, my two cents.  Your article could have been a real...abumination, but you pulled it off rather well without being...cheeky.  No, I didn't even try to resist.  Agree with a poster above, Safeway's Ultra is family fave.  Though they may have "green" TP we never thought it a biggie, with all that's going on, especially these days.  Whatever gets the "job" done and without trauma, gets our vote (the institutional stuff at work is worthless, tears under tensil stress, icky!).  May pay attention to the more green and friendly poo paper, but for now, it's Safeway's best.  BTW, you mentioned the poopreport.com; you mustn't forget toiletstool.com if they're still around.  Of course, both will send the IT police into a tizzy.  All the more fun.  You can get away with it since it's "research"!
    Regards...

    br549

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