Eco-friendly toilet paper can have different environmental impacts, and experts say shoppers can make a difference by paying attention to recycled content, independently vetted sustainability standards and, in some cases, reducing how much toilet paper is used.
Toilet paper is typically made from trees, energy-intensive manufacturing processes and chemicals that can pollute, experts say, but more consumers are increasingly seeking products made with recycled content or other “sustainable materials.” The Environmental Paper Network, a coalition of nonprofits, estimates that more than 1 billion gallons (3.8 billion liters) of water and 1.6 million trees could be saved if every American used one roll of recycled-content toilet paper instead of one made from forest fibers.
Part of the challenge for shoppers is that sustainability claims can be hard to verify. Gary Bull, a professor emeritus of forest economics at the University of British Columbia, said looking for recycled content is a good place for environmentally conscious consumers to start. He said preconsumer materials include scrap materials from manufacturing or unsold paper, while postconsumer materials come from paper products that have already been used. Bull also said making toilet paper from postconsumer recycled fibers can improve sustainability because paper is “one of the easiest materials on the planet to recycle.”
Explaining what makes certain products better, Bull said the best scientific way to evaluate an item’s carbon footprint is a life cycle assessment, which calculates impacts from when a tree is a seedling to when fibers become toilet paper and are flushed down the drain. Since that approach is not practical for most consumers, he noted that third-party assessments and labels on packaging can help. Bull said labels on bath tissue from the Forest Stewardship Council or the Sustainable Forestry Initiative indicate companies are making scientifically-proven efforts to be sustainable, with standards that include conserving water, wildlife and biodiversity and complying with applicable forestry laws.
The Natural Resources Defense Council also publishes an annual grading report, with ratings from A+ to F. In its 2025 results, NRDC said Aria, Green Forest, Natural Value, Trader Joe’s and Whole Foods 365 100% Recycled received the highest letter grade, and that all were made entirely from recycled materials. NRDC corporate campaign advocate Ashley Jordan said the “The Issue with Tissue” report was launched in 2019 and that she has noticed dozens of sustainable toilet paper brands have emerged over the last six years.
Researchers say demand can influence industry behavior. Kory Russel, an assistant professor at the University of Oregon, said buying a sustainable product sends a message to corporations to make more eco-friendly products available. Russel said sustainable toilet paper typically costs more per square foot than conventional options, but he said prices will likely drop if consumers keep buying it and manufacturers expand production—adding that “If more people are buying sustainable toilet paper and demanding it, there should be economies of scale and prices should fall to match that of conventional toilet paper.”
Industry groups have pointed to efforts to reduce environmental impacts as well. Mark Pitts, executive director of tissue at the American Forest & Paper Association, told The Associated Press that sustainability is a core industry focus and that members have reported reductions of greenhouse gas emissions along the supply chain. Pitts said members follow responsible forestry practices and have increased their use of recycled material, and that large manufacturers—including Kimberly-Clark and Georgia-Pacific—are part of those efforts.
Some consumers look to bamboo, but experts say shoppers may get more benefit from recycled-content choices. Ronalds Gonzalez, an associate professor at North Carolina State University, said pollution from manufacturing processes can reduce the benefits of using bamboo and that consumers should focus on toilet paper made with recycled materials instead. Gonzalez co-authored a study finding that bamboo toilet paper made in China and sold in the U.S. had a higher environmental impact than toilet paper made in the U.S. with imported forest fibers, largely because Chinese manufacturers use electricity generated by coal. The study found bamboo’s impacts could be reduced if it was produced in regions that use renewable energy.
Experts also say bathroom choices beyond brand names can matter. Bidets, which let people rinse after using the bathroom so they can reduce or avoid wiping, are one option to cut toilet paper use. The article said bidets can be separate wash basins or devices added to toilets that generate a stream of water, and that some people still use a small amount of toilet paper to dry off. It said non-electric bidets attached to toilets can cost around $30, while higher-end toilet seats with features such as heated water and air dryers can exceed $600, and that some bidets require a plumber or contractor to install. Russel said bidets can be sustainable because “you’re not using any sort of logging, it’s water that’s already coming to your household and it’s very little water.”