Toilet paper hidden inflation: +29.4% per unit vs +28.8% official inflation

By ShrinkRadar · Updated 2026-11-05 · Part of the ShrinkRadar Index, recomputed from the case library and official price data on every build

When a toilet paper pack shrinks, its price per unit jumps. In 9 documented toilet paper shrinks with shelf prices before and after and an official match (2020–2024), the median price per unit changed +29.4%. Official inflation for the same cases, matched to each one’s category, country and time, was +28.8%: official prices up 28.8%, the ShrinkRadar per-unit price up 29.4% over the same periods.

In one lineBy countryBy yearCasesOfficial seriesMethodCite

Toilet paper in one line

Each line is computed from the tables below. Copy one with its source.

1. Toilet paper: official prices were up 28.8% and the ShrinkRadar per-unit price up 29.4% over the same periods. Packs that shrank cost a median 29.4% more per unit than the pack they replaced, against 28.8% official inflation for the same category, country and time (9 priced cases with an official match, 2020–2024, mostly from LendingTree shrinkflation study).

2. In 78% of those toilet paper cases (7 of 9), the price per unit rose more than official inflation for the same category, country and time.

3. Across all 28 documented toilet paper shrinks since 2018, the size cut alone raised the price per unit by a median 12.4%, before any change in the shelf price.

4. In the United States, toilet paper packs that shrank were up 30.4% per sheet, while official prices (BLS CPI-U) for the same cases were up 28.8% over the same periods (6 priced cases with an official match, 2024, all from LendingTree shrinkflation study).

By country

The same comparison for toilet paper cases by the country they come from, each against its own statistics office. A country needs at least 5 priced cases with an official match; 4 of 5 countries have fewer, and the table says so instead of showing a figure.

By year

By the year the pack changed. A year needs at least 5 priced cases; thin years are marked. Comparisons spanning several years (6 toilet paper cases) are left out of this series but kept in the headline and the case list. No single year has 5 priced toilet paper cases yet, so there is no yearly figure.

The 28 toilet paper cases

Which cases count. All 28 toilet paper cases that changed in 2018 or later are listed and count in the size-cut figure. The per-unit headline uses the 9 that have shelf prices before and after and an official match (listed first). Left out of the per-unit figure: 19 size-only cases (the source recorded no shelf prices; we never fill one in). Not listed: 6 older toilet paper cases that changed before 2018, outside the range of the official data.

Official series used

Each toilet paper case is matched to one official series for its country. A broad match means no series exists for exactly this category, so the nearest wider one is used.

Method and limits

Cite this page

ShrinkRadar, “ShrinkRadar Index: toilet paper hidden inflation”, https://shrinkradar.com/shrinkflation-index/toilet-paper/, accessed 2026-11-05. Data: ShrinkRadar case library; U.S. Bureau of Labor Statistics CPI-U; Eurostat HICP; Office for National Statistics CPI (Open Government Licence v3.0); Stats NZ CPI (CC BY 4.0).

More on toilet paper

• ShrinkRadar Index: all categories →Every category, country, month and year, with CSV downloads.
• Toilet paper shrinkflation →Every documented case in one place, brand by brand.
• All Toilet Paper cases and tracked products →Size Facts, brands caught most often and products we check daily.
• shrinkflation-index.csv →Every Index figure, including this category, with case counts and a status column for thin rows.

Other categories in the Index

• Chocolate and candy +20.0% vs +8.7%
• Pasta, rice and meals +16.4% vs −0.7%
• Chips and snacks +19.5% vs +4.7%
• Dairy +11.1% vs +4.8%
• Breakfast cereal +25.0% vs +2.6%
• Laundry +14.5% vs +2.0%
• Coffee and tea +25.0% vs +11.6%
• Cookies and crackers +21.2% vs +1.3%
• Meat and fish +19.3% vs +3.0%
• Personal Care +27.9% vs +1.6%
• Soap, shampoo and body wash +21.4% vs +1.9%
• Dish soap and cleaners +11.1% vs +1.7%
• Juice and soft drinks +33.2% vs +5.0%
• Frozen Foods +16.9% vs +3.8%
• Baking goods and spreads +25.1% vs +2.8%
• Pet Food +17.6% vs +1.9%
• Bread and bakery +16.0% vs +1.6%
• Health and supplements +15.2% vs +3.2%
• Ice Cream +9.5% vs +6.6%
• Paper Towels +25.8% vs +28.8%

Closest to a figure (priced cases with an official match now, of 5 needed): Baby 4, needs 1 more; Household 4, needs 1 more; Oral Care 4, needs 1 more; Tissues 4, needs 1 more; Feminine Care 3, needs 2 more; Shaving & Razors 2, needs 3 more; Cat Litter & Pet Supplies 1, needs 4 more; Deodorant 1, needs 4 more; Bags, Foil & Wrap 0, needs 5 more.