Are Toilet Paper Rolls Getting Smaller Even Though You're Paying More?

Have you noticed yourself replacing your toilet paper more often, even as advertisers claim their product is "thicker" and "stronger"? It turns out that thicker and stronger don't necessarily mean "more." In fact, it's actually a cover for "less," part of a phenomenon known as shrinkflation, which reduces the size or quantity of a product while maintaining the same price, and toilet paper is one of the most impacted products. It's also one of the most used, with the average American going through about 141 rolls a year. Perhaps, between this and the great COVID-19 toilet paper shortage, it's time to follow in the footsteps of our European counterparts and invest in a bidet for your home.

According to a recent survey by LendingTree, a 24-pack of Charmin Ultra Strong mega rolls rose in price to $26.48 from $23.82, and shrunk by more than 40 sheets between 2019 and 2024. And it's not just the number of sheets being reduced, but their dimensions, too, according to an NPR interview given by research analyst Steven Chercover, who specializes in the paper and forest industries. According to a December 2023 report by Sen. Bob Casey of Pennsylvania, toilet paper and paper towels are 34.9% more expensive per unit than they were in January 2019, with 10.3% of the total cost increase attributed to shrinkflation. These aren't just random numbers. The reduction in product can be attributed to several factors, including the rising price of pulp and production.

This type of downsizing is considered "sneaky" by consumer advocates including Edgar Dworsky, a former assistant attorney general who founded the website Consumer World. "Consumers tend to be price conscious. But they're not net-weight conscious," he told NPR. "They can tell instantly if they're used to paying $2.99 for a carton of orange juice and that goes up to $3.19. But if the orange juice container goes from 64 ounces to 59 ounces, they're probably not going to notice."

Currently, no laws are in place to stop shrinkflation, so toilet paper — and other products — are likely to keep downsizing. However, several senators have cosponsored the Shrinkflation Prevention Act of 2024, which was introduced in February 2024, and aims to have the Federal Trade Commission classify shrinkflation as an unfair or deceptive act or practice. The most recent hearing on the act was held by the Committee on Banking, Housing, and Urban Affairs Subcommittee on Economic Policy in May.

In the meantime, you can combat shrinkflation by being more aware of net weight, which will help you recognize if there has been a change in product size. Looking at unit pricing is also a good way to save money on toilet paper. You should also consider buying toilet paper in bulk at places like Costco and Sam's Club.