The 10 Largest Toilet Paper Brands In The United States

By Caitlin Mazur
Jul. 11, 2022
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Largest Toilet Paper Brands Research Summary

  • The largest toilet paper brand in the U.S. is Charmin Ultra Soft, with a revenue of $1.09 billion and an market share of 12.8%.

  • Global toilet paper production consumes 27,000 trees daily.

  • Over 7 billion rolls of toilet paper are sold in the U.S. each year.

  • The global toilet paper market is projected to grow at CAGR of 4.4% through 2030.

Being around since the 6th century in China, toilet paper is still an essential commodity we’re all familiar with. In fact, toilet paper has only become more popular in the 165 years since its modern invention by Joseph Gayetty in 1857.

Below, we list the top ten largest toilet paper brands in the United States. Let’s see who’s flushing out the competition.

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DETAILED LIST OF THE 10 LARGEST TOILET PAPER BRANDS IN THE UNITED STATES

  1. Private Label. Various Locations

    2021 Annual Revenue: $199 billion

    Private label paper is the highest-selling non-food product of store brands across the country. Forbes reports that one in four products sold in America is branded private labels. Private label brands are typically cheaper than the competition or are a distinct product, comparatively priced, that can’t be found elsewhere.

    Many of the businesses that provide private label paper products like toilet paper also sell additional paper products, including tissues, paper towels, paper plates, and cup products, among other things.

    There are various organizations to choose your private label brand from, some of whom are more conscious about the environment than others.

    Additionally, these private label brands will help businesses manufacture your product according to your specifications and needs while assisting with brand packaging and all-around brand image.

  2. Charmin Ultra Soft. Mehoopany, Pennsylvania

    2017 Annual Revenue: $1.09 billion

    The Charmin brand is owned by consumer goods giant Procter Gamble. The brand was created in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. In 1950, the name was changed to Charmin Paper Company and produced bath tissue, paper napkins, among other paper products.

    Procter Gamble acquired Charmin Paper Company in 1957. Charmin Ultra Soft is the brand’s highest-selling product by revenue. The product itself posts a soft toilet paper in a long-lasting roll while being two times more absorbent.

    The toilet tissue is clog-safe, and septic-safe, as well as Roto-Rooter plumber approved, coming complete with a guarantee from Charmin. However, in February 2009, Greenpeace, a non-governmental environmental agency, advised against using Charmin toilet paper, stating it was bad for the environment.

    By 2018, Charmin became certified by the Forest Stewardship Council and the Rainforest Alliance. However, the company has still seen its share of controversies as it relates to the environment.

  3. Charmin Ultra Strong. Mehoopany, Pennsylvania

    2017 Annual Revenue: $1 billion

    The Charmin brand is owned by consumer goods giant Procter Gamble. The brand was created in 1928 by the Hoberg Paper Company in Green Bay, Wisconsin. Charmin first began with a few different mascots before finally landing on “The Charmin Bear,” which D’Arcy Masius Benton Bowels created in Britain.

    He was introduced to the United States in 2000. The following year, Charmin added three cubs to the family and, in 2007, had a blue bear for their soft brands and a red bear for their strong brands. Today, “The Charmin Bears have five family members each, with the five red bears dubbed the “Charmin Ultra Strong Family.”

    Charmin Ultra Strong has a diamond weave texture and is touted as a cleaner toilet paper. It is Charmin’s strongest 2-ply toilet paper and, like Charmin Ultra Soft, is clog-safe, septic-safe, and Roto-Rooter plumber approved.

  4. Angel Soft. Augusta, Georgia

    2021 Annual Revenue: $0.04 billion

    The brand Angel Soft is owned by Georgia-Pacific LLC, an American pulp and paper company. Georgia-Pacific is one of the largest manufacturers and distributors of tissue, paper, pulp, toilet, and paper towel dispensers, packaging, building products, and related chemicals in the world.

    The company also owns the Quilted Northern brand, which appears later on our list. Angel Soft’s product offers fresh scents, softness, and strength at a reasonable value. In addition, the brand offers mega roll products to help save space and reduce the time between changing rolls.

    The company also promises sustainability by focusing on driving conservation activities to help leave more resources available for society.

  5. Quilted Northern Soft Strong. Augusta, Georgia

    2017 Annual Revenue: $464 million

    Like Angel Soft, Quilted Northern is owned by Georgia-Pacific LLC, an American pulp and paper company. Quilted Northern is the second of their toilet paper brands and is marketed and sold as a premium offering compared to Angel Soft. Quilted Northern is sold at most major retailers.

    The product is described as a premium product designed with the environment in mind. The brand is described as the leading value brand in the United States and offers completely biodegradable rolls for safe septic use. In addition, it features two soft, durable layers that flex and hold up for a perfect balance of comfort and strength.

    To create its product, trees are harvested from sustainable forests, where the bark is removed, and trees are chipped into small pieces. The chips are then softened to remove the pulp from lignin. This is used as a fuel to minimize waste. Next, pulp fibers are washed and bleached, which becomes paper stock of which the toilet paper is made.

  6. Kleenex Cottonelle Clean Care. Irving, Texas

    2017 Annual Revenue: $446 million

    Like Scott Paper Company, Kleenex Cottonelle Clean Care is owned by American personal-care giant Kimberly-Clark Corporation, producing mostly paper-based consumer products.

    Cottonelle has made several different toilet paper types such as regular, Cottonelle Double, Cottonelle Ultra, Cottonelle Aloe E, Cottonelle Kids, among others. These brands are currently sold in the United States under the Kleenex brand.

    The Cottonelle Ultra CleanCare Toilet paper is specifically designed for strength and durability, featuring Cleaning Ripples Texture. The brand is septic and sewer safe and three times thicker and stronger than other toilet papers. Like their competitors, Kleenex Cottonelle Clean Care also offers mega rolls for longest-lasting rolls.

  7. Kleenex Cottonelle Ultra Comfort Care. Irving, Texas

    2017 Annual Revenue: $290 million

    As previously mentioned, Kleenex Cottonelle Ultra Comfort Care is owned by American personal-care giant Kimberly-Clark Corporation which produces mostly paper-based consumer products. Kleenex Cottonelle produces both toilet paper and flushable wipes, which are safe for septic use and tested by plumbers.

    This brand is described as the softest and most absorbent toilet paper that Cottonelle offers. The product is designed with premium ingredients to deliver a luxury product that cleans well. It also features Cleaning Ripples texture. This toilet tissue is three times thicker and stronger than competing products. It is also hypoallergenic and septic safe.

    The Kleenex Cottonelle Ultra Comfort Care brand is sold at most major retailers across the country.

  8. Scott Extra Soft. Irving, Texas

    2017 Annual Revenue: $285 million

    Like many of the other brands mentioned on our list, Scott Paper Company is owned by American personal-care giant Kimberly-Clark Corporation which produces mostly paper-based consumer products. Scott’s brand of Extra Soft toilet paper is considered to be three times stronger than leading bargain brands.

    The product is septic safe and clog-free, with 100% biodegradable tissue. It is created from both domestic and imported materials, is scent-free, and sustainably sourced.

    The product comes in various sizes, depending on customer needs, from 6 rolls to 30 count rolls. Scott Extra Soft toilet tissue is sold at most major retailers across the country.

  9. Quilted Northern Ultra Plush. Augusta, Georgia

    2017 Annual Revenue: $299 million

    As previously mentioned, Quilted Northern is owned by Georgia-Pacific LLC, an American pulp and paper company. Quilted Northern is the second of their toilet paper brands and is marketed and sold as a premium offering compared to Angel Soft.

    Quilted Northern is sold at most major retailers. Its Ultra Plush brand is a three-ply toilet paper with three cushiony and absorbent layers for comfort. Despite its plushness, the Quilted Northern Ultra Plush brand of toilet paper is still safe for septic use.

    The brand has partnered with the Arbor Day Foundation to plant two million trees by the end of 2021. For every tree used, they promise to plant two new trees; one through the foundation and one from their suppliers.

    Georgia-Pacific LLC uses a manufacturing process that allows them to be efficient without the use of energy and water. They also only use sustainably sourced trees to meet the requirements of the Forest Stewardship Council.

  10. Scott Technologies. Irving, Texas

    2021 Annual Revenue: $216.2 million

    Scott Paper Company is owned by American personal-care giant, Kimberly-Clark Corporation which produces mostly paper-based consumer products. Some of their well-known brands include Kleenex, Kotex, Cottonelle, and Huggies.

    Founded in 1879 in Philadelphia, Scott Paper Company was once the world’s largest manufacturer and marketer of sanitary tissue products, boasting operations in 22 countries. They sold their products under the Scott brand name as well as Baby Fresh, Cottonelle, Scottex, and Viva.

    In 1994, the company reported its consolidated sales of consumer and commercial products, totaling about $3.6 billion. In 1995, the business was acquired by Kimberly-Clark.

    For many years, the headquarters of the Scott Paper Company was located at International Plaza, formerly known as Scott Plaza in the Greater Philadelphia area.

  11. Find Scott Technologies Jobs Near Me

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Author

Caitlin Mazur

Caitlin Mazur is a freelance writer at Zippia. Caitlin is passionate about helping Zippia’s readers land the jobs of their dreams by offering content that discusses job-seeking advice based on experience and extensive research. Caitlin holds a degree in English from Saint Joseph’s University in Philadelphia, PA.

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