Is Premium Toilet Paper Worth the Extra Cost? A Cushelle Comparison

Looking at Cushelle toilet paper and wondering if you should pay more for the premium stuff? After testing rolls, crunching numbers, and reading through hundreds of customer reviews, here's my honest verdict on whether premium toilet paper is actually worth your hard-earned cash.

---

Let me be honest with you: I never thought I'd spend this much time thinking about toilet paper. But here we are, in an era where a family of four can easily spend over £200 a year on loo roll, and suddenly the question of whether premium brands like Cushelle are worth the extra pennies starts to matter quite a lot.

I've been on a bit of a mission lately. With the cost of living squeezing household budgets across the UK, I wanted to know once and for all: is there genuinely a difference between premium toilet paper and the budget alternatives? And specifically, does Cushelle - one of the UK's most recognisable toilet roll brands - justify its premium price tag?

Spoiler alert: the answer isn't as straightforward as you might think.

What Makes Cushelle "Premium" Anyway?

First, let's establish what we're actually paying for when we pick up a pack of Cushelle toilet paper rather than reaching for the supermarket own-brand.

Cushelle is manufactured by Essity, a Swedish hygiene giant that also owns Plenty kitchen roll and Velvet tissues. The brand has been a fixture in British bathrooms for decades - though older readers might remember it as Charmin before the rebrand. That friendly koala mascot, Kenny, has been reassuring us about softness since the early 2000s.

The Cushelle range currently includes:

Cushelle Original - Their standard offering, made with what they call "Micro Air pockets" technology. It's a 2-ply paper that balances softness with absorbency.

Cushelle Quilted - The premium tier, featuring a 3-ply construction with quilted texture using their "Ultimate Touch" technology. This is positioned as their softest and most luxurious option.

Cushelle Ultra Quilted - An even more indulgent version of the quilted range, marketed for maximum comfort.

Cushelle Tubeless - An environmentally-conscious option that ditches the cardboard tube, allowing for more sheets per roll.

Cushelle Longer Lasting - Available across the Original and Quilted ranges, these rolls contain 50% more sheets than standard rolls.

The technology marketing is quite clever, isn't it? "Micro Air pockets" and "Ultimate Touch" sound impressive, but what do they actually mean in practice? Essentially, these processes create tiny air pockets within the paper fibres, making the tissue feel softer against the skin while maintaining enough structural integrity to be absorbent without falling apart.

The Real Cost Breakdown: Premium vs Budget

Let's talk numbers, because this is where things get properly interesting.

Based on current UK supermarket prices, here's how Cushelle stacks up against the competition:

The difference is stark. Premium Cushelle Quilted comes in at roughly 56p per 100 sheets - that's nearly five times more expensive than some supermarket alternatives like Asda Shades.

But here's where comparing toilet paper gets complicated: not all sheets are created equal.

A single sheet of premium 3-ply Cushelle Quilted performs differently than a single sheet of budget 2-ply paper. You might use fewer sheets of the premium product per, well, visit. This is what the industry calls "sheet usage efficiency" - though I suspect most of us just call it "not using half the roll."

One MoneySavingExpert forum user put it brilliantly: "I tried Cushelle on offer but found that Andrex lasts longer and is therefore more cost effective. I bought a 12 pack and was still on roll number 2 after almost 2 weeks, whereas I went through 6 rolls of Cushelle in 2 weeks previously."

This highlights a crucial point: the cost per sheet calculation only tells part of the story. What really matters is the cost per use - and that varies enormously based on individual habits and preferences.

Cushelle vs Andrex: The Great British Toilet Paper Rivalry

If Cushelle is the softness champion, Andrex is the endurance king. These two brands have been battling it out in British bathrooms for years, and the Cushelle vs Andrex debate sparks surprisingly passionate opinions.

The Case for Cushelle:

• Consistently rated as softer by consumers
• "Strong but very soft" according to Mumsnet users
• The Micro Air pocket technology genuinely creates a plush feel
• Better for those with sensitive skin or conditions like haemorrhoids

The Case for Andrex:

• Tends to last longer per roll
• More sheets per standard roll (190 vs Cushelle's 157)
• Many users find it more economical over time
• Classic Clean range offers good balance of softness and durability

Here's a comment from a Digital Spy forum that sums up the dilemma perfectly: "Cushelle is the best one, no question" - but immediately underneath, another user wrote: "Andrex quilts because it's the best."

The truth? It's genuinely down to personal preference. Some people prioritise that cloud-like softness; others want durability and value. Neither group is wrong.

The Quality Question: Has Cushelle Changed?

Now, here's where I have to address the elephant in the room - or perhaps the koala in the bathroom.

Recent reviews on Trustpilot and discussions on Mumsnet suggest that Cushelle's quality may have declined. This is a significant concern worth exploring honestly.

Some recurring complaints from 2024 and 2025 include:

"The quality of the rolls has changed and not in a good way. The paper disintegrates as soon as it gets any moisture on it, is thin, breaks easily."

"I have been buying Cushelle quilted for years. How can they call it quilted?! It's like a cheap branded toilet paper. There's NOTHING quilted about it."

"The 'new' quilted is a joke compared to the old. It's not even quilted!"

These aren't isolated complaints. Multiple long-term Cushelle customers have reported noticing a change in product quality, particularly in the quilted range. Some suggest this is a case of "shrinkflation" - where companies maintain prices but reduce product quality or quantity.

One Trustpilot reviewer offered this observation: "Over the last 12 months, Cushelle has been changing the same product. By comparing old rolls with new ones, you can notice they reduce what you get for your money."

To be fair, we're in an era where rising production costs and supply chain pressures have affected almost every consumer goods category. Essity, like all manufacturers, faces tough choices about maintaining margins while keeping products affordable.

However, if you're a long-time Cushelle loyalist who's noticed the paper isn't quite what it used to be - you're not imagining it. Many others have had the same experience.

The Softest Toilet Paper in the UK: Does Cushelle Still Claim the Crown?

Cushelle has long positioned itself as "the UK's softest toilet paper." But does it still deserve that title in 2025?

The honest answer: it depends on which product you're comparing.

For pure softness, Cushelle Quilted remains genuinely impressive. That 3-ply construction with quilted texture creates a plush feel that most budget papers simply can't match. If maximum softness is your priority and you're willing to pay for it, Cushelle delivers.

However, several competitors now offer comparable softness at lower prices:

Nicky toilet rolls - Frequently mentioned on forums as surprisingly soft for the price. One MoneySavingExpert user even claimed they converted their "loo roll snob" mother-in-law from Andrex to Nicky.

Asda Shades - Often described as "as soft as Andrex but stronger and much cheaper."

Little Duck Supreme - Available at discount stores, this budget option gets consistent praise for punching above its weight in the softness department.

The Which? consumer organisation tests toilet paper for comfort, strength, and absorbency. Unfortunately, their full results are behind a membership paywall, but their testing methodology provides useful criteria for evaluating any toilet paper:

1. Comfort - How soft does it feel against skin?
2. Strength - Does it hold together during use?
3. Absorbency - How well does it handle moisture?
4. Dissolution - Does it break down properly (important for avoiding blocked pipes)?

Premium papers like Cushelle typically score well on comfort but don't always outperform budget alternatives on the other metrics.

Best Value Toilet Rolls UK: Where Should You Actually Spend Your Money?

After all this research, what's my actual recommendation?

If you're purely focused on value per sheet, supermarket own-brands offer unbeatable economics. Tesco Luxury Soft, Asda Shades, and Lidl's Floralys range all provide decent quality at a fraction of premium prices.

However, value isn't just about the lowest price. Consider these factors:

Your household's usage patterns: If your family tears through toilet paper, sheet efficiency matters more than softness. A premium paper that requires fewer sheets per use might work out cheaper overall.

Skin sensitivity: For those with sensitive skin or medical conditions, the softness of premium papers isn't a luxury - it's a necessity. In this case, Cushelle Quilted genuinely justifies its premium.

Environmental priorities: If sustainability matters to you, consider bamboo options like Who Gives a Crap or The Cheeky Panda. They're mid-range priced but offer significantly better environmental credentials.

Storage space: Cushelle's longer-lasting rolls (50% more sheets) are worth considering if you have limited storage. Fewer rolls to store, fewer shopping trips.

The Smart Shopping Strategy for Toilet Paper

Here's my practical advice for getting the best value without sacrificing quality:

1. Always compare price per 100 sheets, not price per pack. This is the only fair way to compare toilet papers, as roll sizes vary enormously.

2. Watch for offers and stock up. Premium brands like Cushelle frequently go on special offer. When they drop to competitive price-per-sheet levels, that's the time to buy in bulk.

3. Try before you commit. Before buying a massive multipack, get a small pack first. Quality varies between ranges, and your household might have different preferences.

4. Consider the "Goldilocks" option. Rather than choosing between ultra-premium and rock-bottom budget, mid-range options often offer the best balance. Nicky, Little Duck, and some supermarket own-brand "luxury" lines hit a sweet spot.

5. Use across supermarkets.Grocefully to compare prices across supermarkets.** Toilet paper prices vary significantly between retailers, and the cheapest option changes regularly based on promotions.

The Environmental Angle: Is Premium More Sustainable?

This is worth considering if environmental impact factors into your purchasing decisions.

Cushelle's environmental credentials:

• 85% recyclable packaging
• Made at Essity's UK factory in Manchester
• FSC-certified paper sources
• Tubeless option reduces cardboard waste

However, premium toilet paper generally requires more raw material per sheet due to its thickness and multiple plies. From a pure resource-use perspective, budget 2-ply options or recycled/bamboo alternatives have a lower environmental footprint.

If sustainability is a priority, you might consider alternatives like Naked Paper or Bumboo, which offer plastic-free packaging and sustainable fibre sources.

My Honest Verdict: Is Premium Toilet Paper Worth It?

After spending far too many hours researching loo roll, here's my honest conclusion:

Premium toilet paper like Cushelle IS worth it if:

• You have sensitive skin that genuinely benefits from extra softness
• You value the luxurious feel and can comfortably afford it
• You're buying on offer at competitive prices
• You use fewer sheets of premium paper (making total cost comparable)

Premium toilet paper probably ISN'T worth it if:

• You're on a tight budget and every penny counts
• Your household goes through toilet paper quickly regardless of quality
• You haven't noticed a meaningful difference in comfort between brands
• Recent quality changes have diminished the premium experience

The middle ground might be the wisest approach: save money on everyday use with decent mid-range options, and treat yourself to the premium stuff occasionally. After all, life's too short for terrible toilet paper, but it's also too short to stress about paying over the odds for something you'll literally flush away.

---

Frequently Asked Questions

Is Cushelle better than Andrex?

Neither brand is objectively "better" - it depends on your priorities. Cushelle consistently rates as softer, making it popular with those who prioritise comfort. Andrex tends to offer more sheets per roll and many users find it lasts longer. In forum discussions across Mumsnet and MoneySavingExpert, preferences split fairly evenly. For softness, Cushelle edges ahead; for value and durability, Andrex often wins. The Cushelle vs Andrex debate ultimately comes down to whether you value softness or longevity more.

What is the softest toilet paper in the UK?

Cushelle Quilted remains one of the softest mainstream toilet papers available in UK supermarkets, thanks to its 3-ply construction and quilted texture. However, several alternatives offer comparable softness at lower prices, including Nicky toilet rolls (popular in discount stores) and Asda Shades. Premium bamboo options like Who Gives a Crap also receive good softness ratings. The softest option for you depends on personal sensitivity and preferences.

What is the best toilet paper in the UK?

The "best" toilet paper depends on your priorities. For pure softness, Cushelle Quilted and Andrex Supreme remain top choices. For value, Tesco Luxury Soft and Asda Shades offer excellent quality at budget prices. For environmental credentials, Who Gives a Crap and The Cheeky Panda lead the way. Which? tests toilet paper for comfort, strength, and absorbency - most premium brands score well, but some supermarket own-brands perform surprisingly close.

What are the cheapest toilet rolls in the UK?

The cheapest toilet rolls by price per 100 sheets are typically supermarket own-brand options. Asda Shades, Tesco Everyday Value, and Lidl's budget range often come in under 15p per 100 sheets - compared to 50-60p for premium brands like Cushelle Quilted. Discount stores like B&M, Home Bargains, and Farmfoods also stock budget options like Little Duck that offer good value.

What is the best value toilet roll in the UK?

Best value means balancing quality with cost. Tesco Luxury Soft offers 220 sheets per roll at competitive prices, making it excellent value. Asda Shades receives consistent praise for being "as soft as Andrex but much cheaper." Nicky toilet rolls from discount stores also offer impressive quality for the price. When comparing value, always look at cost per 100 sheets rather than price per pack.

Where can I find the cheapest Cushelle toilet rolls?

Cushelle prices vary significantly between retailers. Use Grocefully's price comparison to find current deals across Tesco, Sainsbury's, Asda, Morrisons, and Waitrose. Cushelle frequently runs promotions, and buying during these offers can bring premium prices closer to budget levels. Larger multipacks typically offer better value per roll than smaller packs.

Is 3-ply toilet paper worth the extra cost?

Three-ply toilet paper like Cushelle Quilted offers genuine advantages: increased softness, better absorbency, and a more luxurious feel. Whether it's worth the 3-4x price premium depends on your priorities. For sensitive skin or medical conditions, the extra softness can be genuinely beneficial. For most households, quality 2-ply options provide adequate performance at much lower cost. Consider that you may use fewer sheets of 3-ply paper, which can partially offset the higher price.

Is expensive toilet paper actually better?

More expensive toilet paper typically offers better softness and often higher absorbency per sheet. However, "better" is subjective. Studies suggest that beyond a certain quality threshold, the differences become marginal for most users. Premium brands invest heavily in marketing (hello, Kenny the Koala), which contributes to higher prices. Budget options have improved significantly in recent years, narrowing the quality gap. Many MoneySavingExpert forum users report being unable to tell significant differences in blind tests.

---

Prices and product information accurate at time of writing (January 2026). Always check current prices before purchasing, as supermarket promotions change frequently.

Compare toilet paper prices across UK supermarkets with - find the best deals on Cushelle, Andrex, and all your favourite brands.Grocefully - find the best deals on Cushelle, Andrex, and all your favourite brands.*