etheco guides

your guide to ethical toilet paper

Kelly Beswick

Looking for ethical toilet paper? This guide explores the main types, their pros and cons and why more people are making the switch

Ethical toilet paper is becoming easier to find, with more options than ever on supermarket shelves and online. Choosing ethical toilet paper may seem like a small decision, but it can have a meaningful impact on forests, plastic waste and the people who make the products we use every day. In this guide, we look at why ethical toilet paper matters, the different types available, and how to choose the option that best reflects your priorities.

Why ethical toilet paper matters

The average person in the UK uses around 127 toilet rolls each year, according to the Confederation of Paper Industries (2023). When multiplied across millions of households, even small changes in what we buy can add up.
Conventional toilet paper is often made from virgin wood pulp. This can contribute to deforestation, especially where wood is sourced from slow-growing or ancient forests. The Natural Resources Defense Council found that more than one million trees are cut down every day to make toilet paper globally (NRDC, 2019).

Ethical toilet paper usually places greater emphasis on etheco’s 4Ps:

  • Planet: reducing pressure on forests, water use and emissions
  • People: supporting fairer supply chains and safer working conditions
  • Pocket: some ethical toilet paper brands are competitive and even cheaper than major brands
  • Performance: offering a product that still feels soft, strong and practical

Many people are also drawn to ethical toilet paper because it often comes in recyclable or paper packaging, helping households reduce single-use plastic.

Why more people are choosing ethical toilet paper

Interest in ethical toilet paper has grown quickly in recent years. According to a 2024 survey by Statista, 46 per cent of UK consumers said they were actively trying to buy more environmentally friendly household products.

At the same time, more brands and retailers are offering alternatives to conventional toilet paper. This growing demand means there is now a wider choice of textures, prices and materials, making ethical options more accessible than they once were.
For many households, the appeal is not about finding a ‘perfect’ product. It is about making a thoughtful choice that better matches their values and their budget.

4 types of ethical toilet paper to consider

Recycled toilet paper
Recycled toilet paper is made from post-consumer or post-industrial paper, such as office paper or cardboard.

Pros

  • Uses fewer virgin resources
  • Generally has a lower carbon footprint than virgin pulp
  • Often one of the most affordable ethical options

Cons

  • Can feel slightly less soft than other options
  • The recycling process still uses water and energy
  • Some recycled paper may contain traces of inks or chemicals from previous uses

Research from the European Commission suggests recycled paper products can reduce greenhouse gas emissions by around 30 to 50 per cent compared with virgin paper (European Commission, 2020).

Bamboo toilet paper
Bamboo toilet paper has become one of the best-known ethical alternatives. Bamboo grows quickly and can be harvested without replanting.

Pros

  • Fast-growing crop that needs less land than trees
  • Usually soft and strong
  • Often sold in plastic-free packaging

Cons

  • Most bamboo toilet paper is still made from virgin fibre
  • Bamboo is often grown and processed far from the UK, increasing transport emissions
  • Not all bamboo is sourced from responsibly managed forests or farms

The Forest Stewardship Council (FSC) recommends looking for certified bamboo products, which helps ensure the fibre comes from responsibly managed sources.

Unbleached or chlorine-free toilet paper

Some ethical toilet paper is left unbleached or processed without chlorine. This gives it a natural grey or light brown colour.

Pros

  • Avoids chlorine bleaching chemicals
  • Usually involves fewer processing stages
  • Can be a good option for people with sensitive skin

Cons

  • The appearance may feel unfamiliar at first
  • Some people find it less soft
  • It can be harder to find in shops

This type of toilet paper can support both the Planet and People aspects of the 4Ps by reducing exposure to potentially harmful chemicals during manufacturing.

Plastic-free packaged toilet paper

Some ethical toilet paper focuses less on the material itself and more on how it is packaged. These products often come wrapped in paper or cardboard instead of plastic.

Pros

  • Helps reduce household plastic waste
  • Packaging is often easier to recycle
  • Supports a more circular approach to everyday products

Cons

  • Plastic-free options can sometimes cost more
  • The toilet paper inside may still be made from virgin pulp
  • Paper packaging is not automatically a guarantee of wider ethical standards

What to look for when choosing ethical toilet paper

There is no single ‘best’ choice. The most ethical option depends on what matters most to you. If your main priority is protecting forests, recycled toilet paper may be the strongest option. If softness and strength matter more, bamboo may feel like a better balance. If reducing waste is your focus, look for paper-wrapped or plastic-free packaging.

It can also help to look for:

  • FSC certification
  • Recycled content clearly listed on the packaging
  • Plastic-free or recyclable packaging
  • Information about where the fibre comes from

References

Confederation of Paper Industries (2023), UK tissue paper consumption statistics.
European Commission (2020), Environmental impact of recycled paper products.
Natural Resources Defense Council (2019), The Issue with Tissue.
Statista (2024), Share of UK consumers buying environmentally friendly household products.
Forest Stewardship Council, FSC certification guidance.