Is toilet paper getting smaller? Shrinkflation, roll by roll

By ShrinkRadar · Updated 2026-11-05 · Every figure comes from a sourced case

Yes. Toilet paper rolls keep losing sheets. We have 28 documented cuts to toilet paper rolls in the US, the UK and New Zealand (25 in the US) and 18 to paper towels, from 2010 to 2026. The median roll or towel lost 9.1% of its sheets, a 10.0% hidden price rise per sheet at the same pack price. The latest: Quilted Northern Mega Roll, 295 sheets/roll → 255 sheets/roll (2026, mouseprint.org). The biggest: Angel Soft toilet paper, 12 mega rolls, 429 sheets/roll → 320 sheets/roll (−25.4%). Where the source also recorded the pack price (11 cases), 11 of 11 cost more per sheet afterwards.

Toilet Paper Facts

Are rolls getting smaller?Yes

Toilet paper cuts28

Paper towel cuts18

Brands13

Years2010–2026

Median cut−9.1%

Hidden rise per sheet at the same price+10.0%

Biggest toilet paper cut−25.4%

Pricier per sheet (of 11 priced)11

Check any pack with the unit price calculator (it compares by sheets, rolls or sq ft).

Brand tracker Toilet paper Price per 100 sheets Paper towels Moist wipes How to compare FAQ

Brand tracker: every documented cut

Brands with two or more cases, oldest first. Each line is a separate report and often a different roll (Mega, Super Mega, double, 1-ply or 2-ply), so the numbers do not always chain.

Brand	Cases	Documented cuts	Biggest
Charmin	10	2017: 154 → 142 sheets 2018: 308 → 286 sheets 2020: 286 → 264 sheets 2022: 264 → 244 sheets/roll 2022: 396 → 366 sheets/roll 2022: 264 → 242 sheets 2024: 284 → 244 sheets/roll 2024: 363 → 330 sheets/roll 2024: 286 → 242 sheets/roll 2025: 224 → 208 sheets/roll	−15.4%
Bounty	7	2012: 121 → 111 sheets/roll (paper towels) 2021: 165 → 147 sheets (paper towels) 2023: 98 → 90 sheets/roll (paper towels) 2023: 147 → 135 sheets/roll (paper towels) 2024: 165 → 135 sheets/roll (paper towels) 2025: 180 → 164 sheets (paper towels) 2025: 135 → 123 sheets/roll (paper towels)	−18.2%
Cottonelle	6	2016: 418 → 380 sheets 2016: 209 → 190 sheets/roll 2022: 340 → 312 sheets/roll 2022: 284 → 268 sheets/roll 2024: 321 → 284 sheets/roll 2024: 284 → 244 sheets/roll	−14.1%
Quilted Northern	4	2018: 330 → 308 sheets 2023: 328 → 295 sheets 2024: 308 → 255 sheets/roll 2026: 295 → 255 sheets/roll	−17.2%
Great Value	3	2023: 168 → 120 sheets/roll (paper towels) 2024: 120 → 110 sheets/roll (paper towels) 2024: 286 → 242 sheets/roll	−28.6%
Kirkland	3	2010: 96.2 → 85 sq ft (paper towels) 2021: 425 → 380 sheets 2021: 160 → 140 sheets/roll (paper towels)	−12.5%
Andrex	2	2016: 221 → 190 sheets/roll 2017: 240 → 221 sheets/roll	−14.0%
Angel Soft	2	2022: 425 → 320 sheets 2024: 429 → 320 sheets/roll	−25.4%
Brawny	2	2019: 87 → 80 sheets (paper towels) 2024: 120 → 100 sheets/roll (paper towels)	−16.7%
Scott	2	2010: 115.2 → 104.8 sq ft 2024: 110 → 100 sheets/roll (paper towels)	−9.1%
Sparkle	2	2024: 120 → 110 sheets/roll (paper towels) 2024: 126 → 110 sheets/roll (paper towels)	−12.7%
Viva	2	2025: 133 → 121 sheets (paper towels) 2025: 94 → 86 sheets/roll (paper towels)	−9.0%

Toilet paper that lost sheets

Newest first. “Hidden rise” is the extra you pay per sheet if the pack price stays the same.

Product	Size	Cut	Hidden rise
Quilted Northern Mega Roll Quilted Northern · United States · 2026	295 sheets/roll → 255 sheets/roll	−13.6%	+15.7%
Purex Mega Long toilet paper (New Zealand) Purex · New Zealand · 2025	450 sheets/roll → 410 sheets/roll	−8.9%	+9.8%
Charmin Ultra Soft Mega Roll (2025) Charmin · United States · 2025	224 sheets/roll → 208 sheets/roll	−7.1%	+7.7%
Angel Soft toilet paper, 12 mega rolls Angel Soft · United States · 2024	429 sheets/roll → 320 sheets/roll	−25.4%	+34.1%
Quilted Northern Ultra Plush toilet paper, 18 mega rolls Quilted Northern · United States · 2024	308 sheets/roll → 255 sheets/roll	−17.2%	+20.8%
Charmin Ultra Strong toilet paper, 24 mega rolls Charmin · United States · 2024	286 sheets/roll → 242 sheets/roll	−15.4%	+18.2%
Great Value Ultra Strong toilet paper, 12 mega rolls Great Value · United States · 2024	286 sheets/roll → 242 sheets/roll	−15.4%	+18.2%
Charmin Ultra Soft toilet paper, 12 mega rolls Charmin · United States · 2024	284 sheets/roll → 244 sheets/roll	−14.1%	+16.4%

Show all 28 toilet paper cases (20 more)

Product	Size	Cut	Hidden rise
Cottonelle Ultra Comfort toilet paper, 12 mega rolls Cottonelle · United States · 2024	284 sheets/roll → 244 sheets/roll	−14.1%	+16.4%
Cottonelle Ultra Clean toilet paper Cottonelle · United States · 2024	321 sheets/roll → 284 sheets/roll	−11.5%	+13.0%
Charmin Ultra Strong Mega XL roll (was Super Mega) Charmin · United States · 2024	363 sheets/roll → 330 sheets/roll	−9.1%	+10.0%
Quilted Northern Toilet Tissue Quilted Northern · United States · 2023	328 sheets → 295 sheets	−10.1%	+11.2%
Angel Soft Toilet Paper Angel Soft · United States · 2022	425 sheets → 320 sheets	−24.7%	+32.8%
Charmin Ultra Strong Mega Rolls Charmin · United States · 2022	264 sheets → 242 sheets	−8.3%	+9.1%
Cottonelle Mega Roll (1-ply) Cottonelle · United States · 2022	340 sheets/roll → 312 sheets/roll	−8.2%	+9.0%
Charmin Ultra Soft Mega Roll Charmin · United States · 2022	264 sheets/roll → 244 sheets/roll	−7.6%	+8.2%
Charmin Ultra Soft Super Mega Roll Charmin · United States · 2022	396 sheets/roll → 366 sheets/roll	−7.6%	+8.2%
Cottonelle Mega Roll (2-ply) Cottonelle · United States · 2022	284 sheets/roll → 268 sheets/roll	−5.6%	+6.0%
Costco-Kirkland Toilet Paper Kirkland · United States · 2021	425 sheets → 380 sheets	−10.6%	+11.8%
Charmin Ultra Strong Charmin · United States · 2020	286 sheets → 264 sheets	−7.7%	+8.3%
Charmin Charmin · United States · 2018	308 sheets → 286 sheets	−7.1%	+7.7%
Quilted Northern Quilted Northern · United States · 2018	330 sheets → 308 sheets	−6.7%	+7.1%
Andrex standard toilet roll (UK) Andrex · United Kingdom · 2017	240 sheets/roll → 221 sheets/roll	−7.9%	+8.6%
Charmin Charmin · United States · 2017	154 sheets → 142 sheets	−7.8%	+8.5%
Andrex Puppies On A Roll toilet tissue (UK) Andrex · United Kingdom · 2016	221 sheets/roll → 190 sheets/roll	−14.0%	+16.3%
Cottonelle Cottonelle · United States · 2016	418 sheets → 380 sheets	−9.1%	+10.0%
Cottonelle double roll (2016) Cottonelle · United States · 2016	209 sheets/roll → 190 sheets/roll	−9.1%	+10.0%
Scott toilet tissue Scott · United States · 2010	115.2 sq ft → 104.8 sq ft	−9.0%	+9.9%

Pack price vs price per 100 sheets

LendingTree compared Walmart.com listings from 2019/20 (via the Wayback Machine) with 2024. The price per 100 sheets below is our arithmetic from those figures: pack price ÷ (rolls × sheets per roll) × 100, with the roll count from the pack name.

Product	Pack price	Per 100 sheets	Real change
Sparkle Pick-A-Size paper towels, 8 double rolls 126 sheets/roll → 110 sheets/roll · United States 2024	$8.22 → $13.19	$0.815 → $1.499	+83.8%
Great Value Ultra Strong toilet paper, 12 mega rolls 286 sheets/roll → 242 sheets/roll · United States 2024	$10.73 → $12.48	$0.313 → $0.430	+37.5%
Bounty Select-A-Size paper towels, 8 triple rolls 165 sheets/roll → 135 sheets/roll · United States 2024	$19.88 → $22.18	$1.506 → $2.054	+36.4%
Charmin Ultra Soft toilet paper, 12 mega rolls 284 sheets/roll → 244 sheets/roll · United States 2024	$12.97 → $14.97	$0.381 → $0.511	+34.3%
Charmin Ultra Strong toilet paper, 24 mega rolls 286 sheets/roll → 242 sheets/roll · United States 2024	$23.82 → $26.48	$0.347 → $0.456	+31.4%
Quilted Northern Ultra Plush toilet paper, 18 mega rolls 308 sheets/roll → 255 sheets/roll · United States 2024	$17.43 → $18.68	$0.314 → $0.407	+29.4%
Scott Choose-A-Sheet paper towels, 6 double rolls 110 sheets/roll → 100 sheets/roll · United States 2024	$5.98 → $6.84	$0.906 → $1.140	+25.8%
Sparkle Pick-A-Size paper towels, 6 double rolls 120 sheets/roll → 110 sheets/roll · United States 2024	$6.44 → $7.28	$0.894 → $1.103	+23.3%
Cottonelle Ultra Comfort toilet paper, 12 mega rolls 284 sheets/roll → 244 sheets/roll · United States 2024	$12.48 → $12.98	$0.366 → $0.443	+21.1%
Great Value Ultra Strong paper towels, 6 double rolls 120 sheets/roll → 110 sheets/roll · United States 2024	$8.42 → $8.97	$1.169 → $1.359	+16.2%
Angel Soft toilet paper, 12 mega rolls 429 sheets/roll → 320 sheets/roll · United States 2024	$9.97 → $8.44	$0.194 → $0.220	+13.5%

A lower pack price can still hide a rise: Angel Soft toilet paper, 12 mega rolls went from $9.97 to $8.44 on the shelf but lost 25.4% of its sheets, so each sheet cost 13.5% more.

Paper towels that lost sheets

The 18 paper towel cases also have their own guide, brand by brand: paper towel shrinkflation.

Product	Size	Cut	Hidden rise
Viva Paper Towels Triple Roll Viva · United States · 2025	133 sheets → 121 sheets	−9.0%	+9.9%
Bounty Mega Rolls Bounty · United States · 2025	180 sheets → 164 sheets	−8.9%	+9.8%
Bounty Triple Roll paper towels Bounty · United States · 2025	135 sheets/roll → 123 sheets/roll	−8.9%	+9.8%
Viva paper towels double roll Viva · United States · 2025	94 sheets/roll → 86 sheets/roll	−8.5%	+9.3%
Bounty Select-A-Size paper towels, 8 triple rolls Bounty · United States · 2024	165 sheets/roll → 135 sheets/roll	−18.2%	+22.2%
Brawny Tear-A-Square paper towels Brawny · United States · 2024	120 sheets/roll → 100 sheets/roll	−16.7%	+20.0%
Sparkle Pick-A-Size paper towels, 8 double rolls Sparkle · United States · 2024	126 sheets/roll → 110 sheets/roll	−12.7%	+14.5%
Scott Choose-A-Sheet paper towels, 6 double rolls Scott · United States · 2024	110 sheets/roll → 100 sheets/roll	−9.1%	+10.0%

Show all 18 paper towel cases (10 more)

Product	Size	Cut	Hidden rise
Great Value Ultra Strong paper towels, 6 double rolls Great Value · United States · 2024	120 sheets/roll → 110 sheets/roll	−8.3%	+9.1%
Sparkle Pick-A-Size paper towels, 6 double rolls Sparkle · United States · 2024	120 sheets/roll → 110 sheets/roll	−8.3%	+9.1%
Great Value Ultra Strong paper towels Great Value · United States · 2023	168 sheets/roll → 120 sheets/roll	−28.6%	+40.0%
Bounty Select-a-Size double roll (2023) Bounty · United States · 2023	98 sheets/roll → 90 sheets/roll	−8.2%	+8.9%
Bounty Select-a-Size triple roll (2023) Bounty · United States · 2023	147 sheets/roll → 135 sheets/roll	−8.2%	+8.9%
Kirkland Signature paper towels (2021) Kirkland · United States · 2021	160 sheets/roll → 140 sheets/roll	−12.5%	+14.3%
Bounty Paper Towels Bounty · United States · 2021	165 sheets → 147 sheets	−10.9%	+12.2%
Brawny Paper Towels Brawny · United States · 2019	87 sheets → 80 sheets	−8.0%	+8.7%
Bounty Select-a-Size roll (2012) Bounty · United States · 2012	121 sheets/roll → 111 sheets/roll	−8.3%	+9.0%
Kirkland Signature (Costco) paper towels Kirkland · United States · 2010	96.2 sq ft → 85 sq ft	−11.6%	+13.2%

Moist toilet wipes

Counted in wipes per pack rather than sheets per roll.

Product	Size	Cut	Hidden rise
Hakle Pflegende Sauberkeit toilet paper (Austria) Hakle · Austria · 2023	10 rolls → 8 rolls	−20.0%	+25.0%
Zewa Comfort toilet paper, large pack (Austria) Comfort · Austria · 2023	20 rolls → 16 rolls	−20.0%	+25.0%
Andrex Classic Clean Washlets wipes Andrex · United Kingdom · 2023	40 wipes → 36 wipes	−10.0%	+11.1%
Alouette Feuchtes Toilettenpapier Deluxe Alouette · Germany · 2021	60 pieces → 50 pieces	−16.7%	+20.0%
Penny Happy End Feuchtes Toilettenpapier Penny · Germany · 2021	60 pieces → 50 pieces	−16.7%	+20.0%
Sensitiv Feuchtes Toilettenpapier Sensitiv · Germany · 2020	60 pieces → 42 pieces	−30.0%	+42.9%

How to compare toilet paper

Price per 100 sheets. Pack price ÷ (rolls × sheets per roll) × 100. Some shelf tags give a price per 100 sheets and others a price per roll; only the per-sheet figure compares packs fairly.
Ignore roll names. “Mega”, “super mega”, “double” and “= 4 regular rolls” are not standard sizes, and the sheet count behind them has fallen.
Check the sheet size printed on the pack and the ply. A roll can keep its count and use smaller sheets.
Compare pack sizes: the biggest pack is not always the cheapest per sheet.
Look it up: search a brand, or use the barcode lookup.

More: all toilet paper cases · paper towels · tissues · cleaning products & trash bags · store brands (Kirkland, Great Value) · best-known examples · statistics.

ShrinkRadar Index for toilet paper: +29.4% per unit vs +28.8% official inflation (median of the same 9 priced cases since 2018)

ShrinkRadar Index for paper towels: +25.8% per unit vs +28.8% official inflation (median of the same 5 priced cases since 2018)

Brand records

FAQ

Is toilet paper getting smaller?

Yes. Our library has 28 documented cuts to the number of sheets on a roll (or, in older cases, the total area), 25 of them in the US. The most recent: Quilted Northern Mega Roll 295 sheets/roll → 255 sheets/roll (2026); Purex Mega Long toilet paper (New Zealand) 450 sheets/roll → 410 sheets/roll (2025); Charmin Ultra Soft Mega Roll (2025) 224 sheets/roll → 208 sheets/roll (2025). The roll name usually stays the same (the 255-sheet Quilted Northern roll is still sold as a “Mega Roll”), so the sheet count on the label is the number to check.

Which toilet paper shrank the most?

Angel Soft toilet paper, 12 mega rolls: 429 sheets/roll → 320 sheets/roll (−25.4%, 2024, source: lendingtree.com). The median cut across all 46 toilet paper and paper towel cases is 9.1%, which is a 10.0% hidden price rise per sheet if the pack price stays the same.

Has Charmin toilet paper shrunk?

Yes, several times. Documented Charmin cuts: Charmin 154 sheets → 142 sheets (2017); Charmin 308 sheets → 286 sheets (2018); Charmin Ultra Strong 286 sheets → 264 sheets (2020); Charmin Ultra Soft Mega Roll 264 sheets/roll → 244 sheets/roll (2022); Charmin Ultra Soft Super Mega Roll 396 sheets/roll → 366 sheets/roll (2022); Charmin Ultra Strong Mega Rolls 264 sheets → 242 sheets (2022); Charmin Ultra Soft toilet paper, 12 mega rolls 284 sheets/roll → 244 sheets/roll (2024); Charmin Ultra Strong Mega XL roll (was Super Mega) 363 sheets/roll → 330 sheets/roll (2024); Charmin Ultra Strong toilet paper, 24 mega rolls 286 sheets/roll → 242 sheets/roll (2024); Charmin Ultra Soft Mega Roll (2025) 224 sheets/roll → 208 sheets/roll (2025). Each line is a separate report, so different rolls (Mega, Super Mega, Ultra Soft, Ultra Strong) appear separately.

Are the prices higher per sheet too?

Where the source recorded the pack price before and after (11 cases, mostly a LendingTree comparison of Walmart.com listings), 11 got more expensive per sheet. The biggest jump: Sparkle Pick-A-Size paper towels, 8 double rolls, $8.22 → $13.19 for 126 sheets/roll → 110 sheets/roll, 83.8% more per sheet.

Have paper towels shrunk too?

Yes: 18 documented cuts, for example Viva Paper Towels Triple Roll 133 sheets → 121 sheets (2025); Bounty Mega Rolls 180 sheets → 164 sheets (2025); Bounty Triple Roll paper towels 135 sheets/roll → 123 sheets/roll (2025); Viva paper towels double roll 94 sheets/roll → 86 sheets/roll (2025).

How do I compare toilet paper prices fairly?

Work out the price per 100 sheets: pack price ÷ (rolls × sheets per roll) × 100. Ignore “mega”, “double” or “= 4 regular rolls” claims, which are not standard sizes. Check the sheet size too: Consumer Reports found Scott toilet tissue cut the total area from 115.2 to 104.8 sq ft in 2010. The unit price calculator compares packs by sheets.

Where does this data come from?

From mouseprint.org, consumer.org.nz, lendingtree.com, inquirer.com, bbc.co.uk, jrnl.ie, consumerreports.org, usw.org. Each case page links and quotes its source. We list a cut only when the source gives both sheet counts or sizes; we do not estimate.