Ever found yourself topping up the loo roll far more often than you expected? That's the clue that "cheapest pack" and "best value" aren't the same thing. Real value is a balance of cost, comfort, performance and longevity to result in how much value, or use you get for every pound you spend.

How do you measure toilet paper value?

The fairest measure is value in use: an estimate of what a product costs you over a year, not its price per pack, per roll or per sheet. Here's why per-sheet, despite being the industry standard, is misleading, and what we think makes more sense.

Judging toilet paper by cost per roll or per sheet is the traditional approach, but sheets vary hugely in size, thickness and ply, so two rolls can hold very different amounts of paper, even if they look similar on paper in terms of sheet count. A roll with thin sheets means you use more per visit, quietly pushing your real cost up.

So instead of price per sheet, we look at how far a roll actually goes. Using average UK consumption (around 11.4kg of toilet paper per person a year), we estimate how many rolls of each product you'd get through in a year, based on the weight of paper on each roll, then multiply by the price for each roll. That gives an estimated annual cost: what it really costs to keep the bathroom stocked using each product. What we found is that because Cheeky Panda's double-length rolls are denser and heavier (203g of paper each), you get through fewer of them¹.

What makes a toilet roll last longer?

Three things decide how far a roll goes: sheet count, ply, and fibre density.

• Sheet count: more sheets per roll usually means better value, which is why we launched a double-length roll (380 sheets per roll, roughly twice a standard supermarket roll).

• Ply: the number of layers per sheet. Two-ply is standard. Cheeky Panda's bamboo rolls are 3-ply (except for our quilted roll boasting 4-ply cushioning) for a soft, strong sheet you're less likely to double up on.

• Fibre density: denser, higher-quality fibres (like bamboo) make a roll that compresses less and feels thicker, so each roll goes further.

That’s why some toilet rolls can still be great value, even if they cost a little more upfront. They deliver more paper per roll and fewer replacements, which is the real definition of value.

Does bamboo and eco toilet paper cost more?

Not necessarily. To know for sure, you need to account for how long it lasts. It's a common myth that eco toilet paper is pricier, but on a value-in-use basis Cheeky Panda's Double Length Rolls tell a different story.

Each roll holds 380 sheets (around twice a standard supermarket roll) and because bamboo fibres are naturally dense, soft and strong, each roll goes further, so you replace it less often. Measured on value in use, what might seem like a lot of weighing and measuring adds up: Cheeky Panda works out around 15% cheaper per year than Andrex, the UK's leading brand (roughly £62 vs £73 a year on RRP), rising to about 23% cheaper¹ when you buy Cheeky Panda on subscription, where you also save a further 10%. 

And it's not just the maths. Longevity is one of the things customers mention most often, confirming that the double-length rolls simply "last ages", and customers reach for a new one far less often than you expect.

“Each roll seems to last forever!”

★★★★★ Val S. [Verified Buyer]

“This is by far the softest, strongest and longest lasting green toilet paper we've tried.”

★★★★★ Stella G. [Verified Buyer]

Why do longer-lasting rolls save money (and waste)?

Because you simply buy fewer of them over a period of time. Durability feeds straight into value: stronger, denser sheets mean you use less paper per visit, so each roll lasts longer.

Cheaper rolls often use thinner, lower-density fibres or 2-ply construction, so each sheet absorbs less and tears more easily. That often means you reach for more, and the roll disappears faster. Cheeky Panda's 3-ply, densely woven bamboo does the opposite¹: better performance with less bulk, so fewer sheets per visit and a roll that lasts noticeably longer, especially in the double-length format (380 sheets).

That longevity cuts waste too: fewer cardboard cores, less packaging and fewer deliveries per year, so you spend less and trim your footprint.

Which UK toilet paper brand is best value?

Here's the comparison on value in use, based on estimated annual cost, not just pack price:

¹ Illustrative estimate: average UK usage (11.4kg per person/year) ÷ paper weight per roll = rolls/year, × price per roll. Compares value in use, not a guaranteed price. Prices correct as of August 2026. *Based on RRP for Cheeky Panda double-length rolls (£53.33 for 48 rolls); Who Gives a Crap bamboo rolls (£48 for 48 rolls) and Andrex Complete Clean at Tesco (£11.75 for 12 rolls).

The verdict: the best-value toilet paper in the UK

On value in use, Cheeky Panda's double-length toilet rolls offer excellent long-term value. That’s because each roll holds more paper and lasts longer, not because it's the cheapest on the shelf. Against the UK's leading brand, it works out around 15% cheaper per year than Andrex (about 23% savings on subscription)¹, and it's better value than the leading “eco” brand too¹.

Each Double Length Roll gives you 380 3-ply bamboo sheets, providing a soft, strong and long-lasting product with an independently verified carbon footprint, plastic-free packaging and FSC® 100% bamboo sourcing. For a roll that's better for your home, your wallet over time, and that keeps trees in the forest, not swirling down the loo, it's a genuinely smart choice.