Which is the most sustainable recycled toilet paper?
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Intro:
It is an absolute minefield out there when it comes to choosing toilet paper with sustainability in mind. Therefore, I have put together some comparisons to get you thinking about your toilet paper choices which considers the environment.
It was during the pandemic that I decided to switch to a plastic free packaging brand of toilet paper and to buy in bulk, and two years later whilst studying my Masters in Sustainable Development it got me thinking of all the trade offs when choosing a toilet paper brand. When picking toilet paper, you might have to sacrifice one thing for another, weighing the good and bad to choose what matters most to you. Such things to consider include the raw material, origins/location and packaging. It also doesn’t matter how sustainable a brand may appear, as price and quality will often factor into decision making. In fact, my recent consumer survey revealed price and quality as most important when purchasing toilet rolls.
There are lots of toilet paper brands, from big supermarkets to smaller ones, with some selling online through subscriptions. Some of the well-known brands include Andrex (the top choice in Britain, picked by 9.9 million people), Cushelle, Velvet, Tesco, Asda, Sainsbury's, and Morrison's. These brands offer a variety of options including recycled paper, eco-friendly packaging, and scented rolls to cater to different consumer preferences, and they are easily accessible through large supermarkets, however none of these brands offer the most sustainable choice when compared to online subscription toilet roll brands that have made it their mission to focus on creating the most environmentally friendly product and were originally set up with sustainability in mind. There are currently around 15 online sustainability-focused toilet paper brands available in the UK (and growing). The competition in the toilet roll sector remains fierce with brands constantly innovating to stand out in the market.
There has also been a number of toilet paper scandals over the years making it difficult to decide on a product as companies can make false claims: Headlines include:
Caught short: lack of recycled toilet paper in UK ‘fuelling deforestation’
Major toilet paper makers are failing on sustainable fiber sourcing, NRDC says
Which? testing finds some bamboo toilet paper actually made with wood
How is toilet paper made?
Toilet paper is made through a detailed process involving several key stages:
Raw Material Collection: The main ingredients for toilet paper are wood pulp, recycled paper, or a combination of both. Wood pulp is derived from softwood trees, which provide the necessary fibres for softness and strength.
Pulping: The collected raw materials undergo pulping, where they are mixed with water and chemicals to break them down into a slurry. This process can be done mechanically or chemically. The result is a thick mixture known as pulp.
Bleaching: To achieve the bright white colour associated with toilet paper, the pulp is bleached. This is usually done with chlorine dioxide or oxygen-based bleaches, which are more environmentally friendly than traditional chlorine bleaching processes.
Sheet Formation: The bleached pulp is then fed onto a flat screen where excess water is drained away, forming a continuous sheet of paper. This sheet is then compressed and dried using large rollers to remove even more moisture.
Reels and Cutting: Once dried, the continuous sheet is rolled into large reels. These reels are later unwound and cut into smaller sheets or rolls, depending on the size of the toilet paper product being manufactured.
Embossing and Finishing: For added texture and softness, many toilet paper products undergo an embossing process. This gives the sheets a patterned finish that enhances both strength and absorbency.
Packaging: After cutting and embossing, the rolls are packaged for distribution. This process includes wrapping them in plastic or boxes, ready to be sent off to stores.
Quality Control: Throughout the production process, quality control measures ensure that the toilet paper meets specific standards for softness, strength, and overall usability.
By combining these steps, manufacturers create the familiar product that plays a crucial role in our daily hygiene routines, all while aiming to incorporate sustainable practices wherever possible.
Material Choices
Research suggests recycled and bamboo paper is better overall in terms of the entire life cycle than virgin wood (from felling trees) according to the Environmental Paper Network, a worldwide group of over 150 nonprofit organisations. Producing tissue from recycled paper creates only one-third of the greenhouse gas emissions compared to using new wood, over the lifecycle (Gemechu et al., 2013; Simamora et al., 2023 ). GHG emissions from the wood pulping of virgin wood alone are three times higher than waste paper collection and transportation. However, the research is becoming a tad dated and it is likely both sawmills and recycling plants have changed and improved since, so more research is needed on modern processes in the UK. It also depends if the processing of the raw material is powered by fossil fuels or renewable energy. Also,The National Resource Defence Council (NRDC), in their Issue with Tissue Report, indicates that recycled paper is more environmentally friendly than bamboo.
Although bamboo is cited as a very sustainable material, requiring little water, faster growing compared to trees, as long as it is sourced sustainably with accreditation, this article will only cover recycled paper for more focused reading, plus it’s usually cheaper to purchase.
Lifecycle Assessments
A Lifecycle Assessment (LCA) analyses a product’s environmental impacts from raw material extraction to disposal, evaluating energy use, emissions, and resource depletion, helping businesses understand their ecological footprint. The insights from an LCA allows purpose-driven companies to make informed decisions, reduce negative impacts, and enhance sustainability. Whether innovating, improving products, or grasping environmental responsibilities, an LCA is vital for a greener future. Therefore I have decided to only use brands who have done the legwork and carried out an LCA on their product.
Therefore, the TOP 3 Contenders for the most sustainable recycled toilet paper are:
Who Gives A Crap:
Price: 0.91p - £1.20p per roll (based on 48 pack, 3 ply, 400 sheets per roll). Postage: Free when you spend over £30. New subscribers get very large discounts currently 0.73p a roll.
Who Gives A Crap is a sustainable toilet paper brand that prioritises environmental and social impact. They produce toilet paper using environmentally friendly materials like bamboo and recycled paper, claiming to reduce the strain on forests. Additionally, they donate 50% of their profits to help build toilets and improve sanitation in the global south, making a tangible difference in communities worldwide. Who Gives A Crap's fun and quirky branding sets them apart, appealing to consumers looking to make a positive change through their everyday purchases.
Impact:
I switched from a supermarket own branded toilet paper to ‘Who Gives A Crap’ during the pandemic as I noticed them whilst working in my local food bank. They were being donated and stood out with their exciting packaging. Each one was individually wrapped in paper with fun colours, patterns and messaging. I signed up to their subscription model, shipped directly to my door, with a feel-good factor knowing profits were donated for good causes. At the time of writing (Jan 2025) they have raised over £9 million towards their water, sanitation, and hygiene impact partners via their foundation, to give access to clean water and toilets for billions of people in need - plus their partners are localised to the areas affected.
Raw materials:
Who Gives A Crap is an Australian company which produces its products in China, which does mean it is shipped by sea in to the UK, which carries a carbon footprint. However the company now operates, as of 2023, in the UK and is looking at local sourcing. Their recycled toilet paper products are made from recycled fibre waste from things like textbooks, workbooks and office paper to reduce emissions, save water, and protect the environment. It is strong, soft, and cruelty-free, with a smaller carbon footprint than traditional tree-based toilet paper.
Packaging:
Who Gives A Crap packaging is known for being eco-friendly. They use recycled paper for their toilet paper packaging and do not include any plastic wrapping, promoting sustainability and reducing waste. Each roll is individually wrapped which could appear wasteful but it allows for the paper to stay moisture free and hygienic. Overall, Who Gives A Crap sets a positive example in the industry by prioritising eco-friendly packaging solutions for their products.
Lifecycle Assessment:
In 2022 their LCA results show that their operations produced 70,605 MT CO2e, the equivalent of 15,213 gasoline-powered passenger vehicles being driven for one year. That is huge, however it has given the company a figure to reduce on year on year. As of January 2025 the company has claimed to have offset 19,834 metric tonnes of CO₂. You can read about their aims to reduce their impacts here.
Who Gives A Crap is very clear on each stage of it’s products lifecycle, which is clearly laid out in articles on their website, making it a very honest and transparent company and a brilliant choice for consumers looking for an environmentally friendly toilet roll.
2.Naked Sprout
Price: Varies based on the retailer and any ongoing promotions. On average, you can expect to pay around £0.75p to £1.00 per roll (based on 48 pack, 320 sheets per roll).
The company claims to be the UK’s most sustainable toilet roll and one of the consumer choices in my survey. They are a leader in the UK as an online brand as they offer a unique selling point for eco conscious buyers due to their unbleached toilet roll, this means they are free of those chemicals which make our toilet rolls white, therefore their toilet paper is more a shade of brown which can potentially put people off, however if you can get over the colour it is a much more sustainable choice than other brands because of this. Given this it is likely other retailers will also soon follow suit.
First and foremost, Naked Sprout’s commitment to sustainability is commendable. They use 100% recycled paper, which can reduce deforestation and the carbon footprint associated with traditional toilet paper production. By prioritising recycled materials, Naked Sprout encourages a circular economy, reminding consumers of the importance of reusing resources rather than contributing to waste.
Impact
Beyond eco-friendliness, Naked Sprout also places a strong emphasis on social impact. For every roll sold, they contribute a portion of the profits towards initiatives that support sanitation and hygiene education in underserved communities. This approach not only highlights the necessity of proper hygiene but also helps raise awareness about the challenges many face regarding access to basic sanitation facilities.
Additionally, Naked Sprout's production practices promote fair labour standards, ensuring their workers are treated ethically and fairly. By partnering with responsible suppliers who uphold these values, they contribute to better working conditions in the paper industry. Their factory is also a certified B Corp in its own right, with good jobs and a living wage for everyone who makes their rolls.
Raw materials:
Naked Spout toilet paper is crafted from 100% recycled paper. Their raw materials primarily consist of post-consumer recycled paper, which means it’s made from waste paper that has been collected, processed, and transformed into new products. This eco-conscious approach not only reduces the demand for virgin fibres but can also lower the environmental impact associated with deforestation and pollution. By using recycled materials, Naked Spout claims contribution to a circular economy, ensuring that valuable resources are reused and kept out of landfills. This makes their toilet paper a sustainable choice for consumers who care about the planet.
Naked Sprouts unique selling point is that their tissue products are unbleached and devoid of harsh chemicals and plastic, saving on added raw materials in the production process. In contrast, many toilet rolls available today are made from fossil fuels and typically bleached.
Packaging:
Naked Sprout takes a different approach to packaging compared to Who Gives A Crap. Instead of individual paper wrapping, Naked Sprout's toilet paper rolls are packaged in a cardboard box made from recycled materials and can be easily recycled or composted after use, aligning with Naked Sprout's commitment to reducing waste and their environmental impact.
While Who Gives A Crap's individual wrapping may provide some benefits in terms of hygiene and moisture protection, Naked Sprout's approach prioritises reducing packaging waste and material usage, as nifty packaging from other brands likely contains chemicals and ink. Both brands offer sustainable toilet paper options, but their packaging choices reflect different strategies for minimising environmental footprint.
Also, Naked Sprout appear to be the only brand that doesn’t use unrecyclable tape to seal their boxes.
Naked Sprout Lifecycle Assessment
Naked Sprouts, comprehensive lifecycle assessment (LCA) demonstrate the brand's unwavering commitment to environmental sustainability, positioning Naked Sprouts as a frontrunner in the quest for greener personal care products. They are the only brand to publish the entire LCA report online, making them one of the the most transparent brands.
The LCA, conducted by a team of independent sustainability experts, examined the entire lifecycle of Naked Sprouts' toilet paper - from the sourcing of raw materials to the product's end-of-life disposal. The analysis revealed several key highlights that underscore the brand's environmental credentials.
Perhaps most impressively, the LCA demonstrated that Naked Sprouts' toilet paper has a ‘50% smaller climate footprint than other eco brands’. This substantial reduction in greenhouse gas emissions is a testament to the brand's dedication to mitigating its environmental impact at every stage of the product lifecycle.
These significant reductions are mainly due to their factory using renewable biomass rather than fossil fuels to power its furnaces, and renewable solar, wind, and hydro energy generated onsite for electricity. Their processes are so clean that the water they use in their factory can be returned to the river without any degradation in key environmental parameters, and their toilet rolls are certified PFAS and BPA free as well.
The brand sources their recycled materials and carries out their manufacturing in Spain before it is transported to the UK, which has a considerably less carbon footprint compared to brands sourcing and shipping from China.
Naked Sprout also offers a very nifty ‘green credentials’ page which compares themselves against the top brands mentioned in this article and others, they have gone to every effort to cover accreditations, supply chain, manufacturing, packaging and carbon footprint comparisons that will leave you fully umming and errring over which brand in this article to choose.
3. Serious Tissues
Price: 0.77p - 0.94p depending on subscription amounts (based on 45 or 135 rolls, 250 sheets, 2 ply), although they claim to the cheapest per roll at 70p - I cannot find this price on their website but they have put it on their ‘How do we compare’ section on their homepage.
Serious Tissues didn’t originally make this list but it appeared in my consumer survey and following investigations, it sources it’s recycled paper in the UK and manufactures in the UK too which is a huge bonus for reduction in transport emissions. Serious Tissues in 2024 claimed to be ‘The only totally sustainable loo roll made in the UK from 100% recycled materials,’ a statement which has since been replaced with ‘seriously sustainable toilet roll’. I have found this for each brand constantly adapting their messaging as their claims likely become dated due to competition.
However, Serious Tissues is holding up to it’s current claims making it a ‘seriously’ good choice for consumers who want a more sustainable brands of toilet paper.
Impact
In addition to their eco-conscious manufacturing practices, Serious Tissues actively supports social initiatives, donating a portion of their profits to organisations working towards reforestation and habitat restoration.
Serios Tissues is making a strategic investment in renewable infrastructure across the UK. This commitment stems from the cumulative impact of reducing carbon emissions by steering clear of fossil fuels each year. Moreover, such investments are crucial for the UK to achieve its Net Zero targets for 2035 and 2050. Additionally, they are channeling their efforts into innovative initiatives like kelp farms, which not only sequester carbon but also improve ocean acidity and enhance biodiversity.
Raw Materials
Serious Tissues are manufactured in the midlands, made from recycled paper/ post consumer waste, therefore no tree felling takes place. The recycled paper is from newspapers, cereal boxes, and different types of paper used in people’s home and office. The choice of material is to lower their carbon footprint by avoiding shipping in raw materials from China.
Also, they avoid chemicals in making the paper white, although they do use “a solution to decolourise the paper.” There is no evidence or information on what that solution comprises off. Meaning, in comparison, Naked Sprout is the only brand currently claiming to offer truly ‘unbleached’ options.
Packaging:
Serious Tissues claims no use of plastic or unnecessary packaging. The packaging is also from recycled materials and can be re-recycled.
Lifecycle Assessment
Serious Tissues last LCA was carried out in 2021, however the results were not published on their website.
In response to their results Serious Tissues in 2024 partnered with EcoCart to put the decision to offset emissions in the hands of consumers. This means at checkout you can choose to make a donation towards the cost of offsetting the transport emissions of your purchase, this has resulted in customers contributing to over 106,000 kg of carbon being offset (2024). This is quite different from Who Gives A Crap and Naked Sprout who are not placing this burden onto the consumer. This is neither a good nor bad approach, as quite frankly it is of course both the buyer and the producers responsibility to act more sustainably, as long as the producer is making every effort to reduce their own emissions.
Conclusion:
As a communications expert, it’s clear that Who Gives A Crap takes the lead, plus you get longer and thicker rolls compared to the other brands for the same price. However, when it comes to sustainability, all three brands are excellent options, so you can feel great about your choice to buy from them. Their quality and pricing are competitive with supermarket brands, which often provide fewer sheets per roll.
If you haven’t yet shifted your toilet roll purchasing to one of these brands, I suggest starting now and taking up their subscribe and save options here:
Who Gives A Crap, Recycled 3 Ply Toilet Paper
Naked Sprout Recycled 2 Ply Toilet Roll
Serious Tissues- Seriously Sustainable, UK-made, Recycled Toilet Roll
Whilst this article pulls claims from the brands websites, the companies are evolving very quickly in line with their sustainability agendas and therefore figures such as offsets, emissions, prices and donations are constantly changing, I will return to this article quarterly to update the figures and add any brands that I feel offer better credentials within the three pillars of sustainable development (social, economic and environmental).
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References:
Gemechu, E.D., Butnar, I., Gomà-Camps, J., Pons, A. and Castells, F., 2013. A comparison of the GHG emissions caused by manufacturing tissue paper from virgin pulp or recycled waste paper. The International Journal of Life Cycle Assessment, 18, pp.1618-1628.
Simamora, J., Wiloso, E.I. and Yani, M., 2023. Life cycle assessment of paper products based on recycled and virgin fiber. Global Journal of Environmental Science and Management, 9(Special Issue (Eco-Friendly Sustainable Management)), pp.89-106.