Known cases / Toilet Paper / Quilted Northern
Did Quilted Northern Ultra Plush toilet paper, 18 mega rolls shrink?
308 → 255 sheets/roll −17.2%Size Facts
Before308 sheets/roll
After
255 sheets/roll
Hidden unit-price rise at same price+20.8%
When2024
CountryUnited States
EvidenceWayback Machine retailer-page comparison (third-party study)
Confidencehigh
Source: LendingTree shrinkflation study (Walmart.com sizes 2019/20 via Wayback Machine vs 2024) (lendingtree.com). Source fetched 2026-10-14. Check the math in the calculator.
What the source says
“Quilted Northern Ultra Plush toilet paper, 18 mega rolls: old 308/18 → new 255/18; price $17.43 → $18.68 (size change -17.2%)”
Quilted Northern products we track
- Toilet Paper
Quilted Northern Toilet paper
Net wt.—
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