Let’s be real for a second. Nobody actually wants to spend their Saturday afternoon standing in the middle of a Walmart aisle staring at a wall of plastic-wrapped paper, trying to calculate the price per sheet. It’s a special kind of mental tax. You look at the Charmin or the Cottonelle, then you look at that blue and white packaging of the Great Value toilet paper, and you wonder: Am I being cheap, or am I being smart? There is a weird stigma around "store brand" bath tissue. We've all been to that one gas station or office building where the paper is basically a thin sheet of sandpaper that dissolves the moment it sees a drop of moisture. It’s traumatizing. But Walmart’s in-house brand isn’t just one single product. It’s actually a massive lineup ranging from the "budget-at-all-costs" rolls to the Ultra Strong and Ultra Soft versions that are clearly aiming to take down the big name brands.
If you're trying to save money—and in 2026, who isn't?—the bathroom is one of the easiest places to start. But you don't want to regret it.
The Raw Truth About the Different Great Value Tiers
It’s not all the same stuff. Seriously. If you walk away with the "Everyday Soft" because it was the cheapest thing on the shelf, you’re probably going to be disappointed. That stuff is fine for a guest bathroom you don't like or maybe a camper, but for daily use? It’s thin.
The real contenders are the Great Value Ultra Soft and the Great Value Ultra Strong. These are the ones designed to compete with the heavy hitters. When you look at the manufacturing, a lot of these private label papers are produced by companies like Georgia-Pacific or Clearwater Paper. While they won't publicly announce exactly which "recipe" Walmart uses, independent testing from consumer advocacy groups often shows that the Ultra Strong version holds up surprisingly well against the name brands under stress tests.
How it holds up under pressure
Strength matters. If a paper is too soft, it pills and leaves behind those annoying little white "fuzzies." If it’s too strong, it feels like wiping with a brown paper bag. Great Value toilet paper in the Ultra Strong variety uses a specific embossing pattern that keeps the plies together. You’ve probably noticed those little wavy lines or diamond shapes on the paper; those aren't just for decoration. They are structural.
In my own testing—and honestly, just living life—the Ultra Strong version doesn't shred. That is the biggest win. However, it is a bit thicker, which leads us to the one thing people always worry about: the plumbing.
Will This Ruin Your Septic Tank?
This is where things get slightly complicated. There is a common myth that store brands are "bad" for septic systems because they are cheaper. That’s not how it works. What matters is the rate of disintegration.
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According to various plumbers and wastewater experts, "plush" toilet papers—whether they are name brand or Great Value—are generally harder on older pipes than the thin, 1-ply stuff. If you live in a house built in 1920 with cast iron pipes that have more roots in them than a forest, you might want to avoid the Ultra Soft. But for a modern septic system? Walmart labels most of their Great Value line as "septic safe."
I’ve seen tests where people put a few sheets of Great Value toilet paper in a jar of water and shake it. It breaks down. It might take thirty seconds longer than the flimsy 1-ply, but it gets the job done. The real danger to your plumbing isn't the brand of paper; it’s the "flushable" wipes. Never, ever flush those, no matter what the package says. Stick to the paper.
The Math: Is the Value Actually There?
Walmart is the king of the "Roll Math" confusion. You know the drill: "6 Mega Rolls = 24 Regular Rolls!" It’s absolute nonsense. Every company has a different definition of a "regular" roll, which makes it nearly impossible to compare at a glance.
To find the true value of Great Value toilet paper, you have to look at the square footage or the sheet count. Usually, the Ultra Strong 12-pack of Mega Rolls comes in significantly cheaper per square foot than the equivalent package of Quilted Northern or Charmin.
Here is a quick breakdown of what you're actually looking for:
- Sheet Count: A "Mega Roll" should ideally be over 300 sheets for 2-ply.
- Ply: Never go 1-ply unless you’re intentionally trying to suffer or you’re stocking a public park.
- Total Square Footage: This is the only number that doesn't lie.
I’ve noticed that Great Value rolls often have a slightly smaller diameter in the center tube, which means you’re actually getting more paper on the roll than some competitors who use "fluffing" techniques to make the roll look bigger than it is. It’s a sneaky industry tactic. Walmart tends to be more utilitarian about it.
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What People Get Wrong About "Softness"
There is a point of diminishing returns when it comes to soft toilet paper. If it’s too soft, it lacks the "grip" necessary to actually clean anything. You’re basically just sliding a cloud around.
The Great Value toilet paper Ultra Soft is... fine. It’s definitely soft. But it lacks the lint-free finish of the higher-end brands. If you are someone who is sensitive to "dust" in the bathroom, you’ll notice a bit more of it with the Great Value brand. It’s the trade-off. You save three dollars on the pack, but you might have to dust the top of the toilet tank a little more often. Honestly, for most people, that's a trade they are willing to make.
The "Public Toilet" Comparison
Think about the last time you were at a stadium or a mall. That paper is 1-ply, translucent, and feels like it was made from recycled cardboard boxes. Great Value is lightyears ahead of that. Even their basic line is significantly better than commercial-grade paper.
Real-World Performance and Complaints
No product is perfect. One recurring complaint with Great Value toilet paper is the "start" of the roll. You know when you try to peel the first sheet and the glue is so strong it rips through the first three layers? Walmart’s manufacturing seems to struggle with this more than Charmin. It’s a small annoyance, but when you’re in a rush, it’s frustrating to have a mangled roll right from the start.
Another thing to watch for is the "roll fit." Because the Mega Rolls are actually quite large, they might not fit in some older, recessed toilet paper holders built into the tiling of 1950s homes. You’ll be sitting there with a roll that won't spin. If you have those old-school holders, look for the "Double Roll" instead of the "Mega Roll."
Environmental Impact: The Elephant in the Room
If you’re looking for bamboo or 100% recycled content, Great Value isn't really the place to go. Most of their mainstream line is made from virgin wood pulp. This is why it’s soft. Recycled paper is notoriously scratchy because the fibers are shorter.
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However, Walmart has made public commitments regarding their "Sustainably Sourced" wood pulp. Look for the FSC (Forest Stewardship Council) or SFI (Sustainable Forestry Initiative) labels on the back of the package. If those aren't there, you're likely getting paper from standard industrial forests. It’s not the most "green" choice on the market, but it’s a standard industry practice for the price point.
Why You Should Probably Switch (Or Not)
If you are currently paying $15 or $20 for a pack of name-brand paper, you are paying a premium for marketing. You’re paying for the animated bears. You’re paying for the catchy jingles.
Switching to Great Value toilet paper—specifically the Ultra Strong—is one of those "invisible" budget cuts. Once it’s on the holder, most people in your house won't even notice the difference. It does the job. It doesn't break. It doesn't clog the toilet.
But, if you have extremely sensitive skin or a very specific preference for that "quilted" texture that only certain brands provide, you might find the Great Value version a bit "basic." It’s the difference between a generic white t-shirt and a designer one. They both cover your body, but one feels a bit more "premium."
A Quick Buying Strategy
If you’re skeptical, don't buy the 24-pack. Walmart sells 4-roll packs of the Ultra Strong. Spend the four bucks, try it for a week, and see if anyone complains. If the family doesn't say anything, you've just found an extra $100 a year in your budget.
Actionable Steps for Your Next Trip
- Check the Unit Price: Always look at the price per 100 sheets on the shelf tag. If it's under 30 cents, you're in the "good deal" zone.
- Stick to Ultra Strong: Avoid the "Everyday" or "1-ply" versions unless you are on a very strict budget or have very sensitive plumbing that requires thin paper.
- Bulk Buy Strategically: The 12-roll Mega packs usually offer the best balance of price and storage space. The 32-roll packs are cheaper but require a dedicated closet just to store them.
- Watch the Glue: When starting a new roll, use a fingernail to carefully lift the glue tab to avoid wasting the first few layers.
- Pair with a Bidet: If you really want to save money and improve hygiene, get a cheap bidet attachment. It makes the quality of the toilet paper almost irrelevant because you're mostly just patting dry.