Toilet roll brands in the United Kingdom:Which are most popular?

Name: Toilet roll brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Who Gives A Crap was the most searched toilet roll brand in the United Kingdom, accounting for 90.4% of all searches among the four brands we track. When we checked with ChatGPT and Google AI Overviews, Andrex and Cushelle were mentioned most often, in three of the four answers. Andrex was recommended most often, coming first in both responses that gave a list.

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Top toilet roll brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Andrex and Cushelle were mentioned most often, in three of the four answers. Andrex was recommended most often, coming first in both answers that gave a list. Cushelle was second, and Who Gives A Crap was third. Velvet, which ranked fourth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Andrex	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Cushelle	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Who Gives A Crap	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Velvet	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Andrex3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Cushelle3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Who Gives A Crap1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Velvet0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about toilet roll brands

4 answers

Asked ChatGPT
“What's the best toilet roll to buy in the UK?”
Asked ChatGPT
“Is bamboo toilet paper better?”
Asked ChatGPT
“Which toilet roll is the softest?”
1. 1Andrex
2. 2Cushelle
Searched Google, AI Overview
“toilet roll”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“toilet paper”
1. 1Andrex
2. 2Cushelle

Not named in any answer:

Velvet

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which toilet roll brands do people search for most?

This chart shows how often people search Google for each toilet roll brand by name. Each line represents a brand's share of searches for all four toilet roll brands we track, month by month, from searches in United Kingdom.

Share of searches among toilet roll brands in the United Kingdom, by month

Month	Who Gives A Crap	Andrex	Cushelle	Velvet
Oct 2025	93.2%	3.7%	2%	1.1%
Nov 2025	94%	3%	1.7%	1.3%
Dec 2025	94.7%	3%	1.6%	0.75%
Jan 2026	95.7%	2.5%	1.1%	0.63%
Feb 2026	92.8%	3.7%	2%	1.5%
Mar 2026	90.2%	5.3%	2.9%	1.6%
Apr 2026	88.8%	6.4%	3.5%	1.3%
May 2026	91%	5.4%	2.2%	1.3%
Jun 2026	92.1%	4.3%	2.3%	1.3%
Jul 2026	88.6%	6.2%	3.3%	1.9%
Aug 2026	89.7%	5.2%	3.5%	1.6%
Sep 2026	90.4%	5.4%	2.9%	1.3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Who Gives A Crap	90.4%	40.5K	+22.4%	+0.7 points
2, held 2nd	Andrex	5.4%	2.4K	+26.3%	+0.2 points
3, held 3rd	Cushelle Essity	2.9%	1.3K	0%	-0.6 points
4, held 4th	Velvet Essity	1.3%	590	0%	-0.3 points

1.Who Gives A Crap
90.4%
Held 1st. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.7 points.
2.Andrex
5.4%
Held 2nd. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.2 points.
3.Cushelle
2.9%
Held 3rd. 1.3K estimated branded searches, 0% vs prior month. Share -0.6 points.
4.Velvet
1.3%
Held 4th. 590 estimated branded searches, 0% vs prior month. Share -0.3 points.

Which brand is most popular in search among toilet roll brands in the United Kingdom?

4 brands

In September 2026, Who Gives A Crap was the most searched among toilet roll brands in the United Kingdom, with an estimated 40.5K branded searches, 90.4% of all searches for the four we track. Andrex is in 2nd place, 85.1 percentage points behind at 5.4%.

United Kingdom toilet roll brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Who Gives A Crap	93.2% → 90.4%	95.7%Jan 2026	88.6%Jul 2026	1st
Andrex	3.7% → 5.4%	6.4%Apr 2026	2.5%Jan 2026	2nd
Cushelle	2% → 2.9%	3.5%Aug 2026	1.1%Jan 2026	3rd
Velvet	1.1% → 1.3%	1.9%Jul 2026	0.63%Jan 2026	4th

Each finding as a sentence

Across the 12 months ending September 2026, Who Gives A Crap’s share of searches among toilet roll brands in the United Kingdom decreased from 93.2% to 90.4%.
Across the 12 months ending September 2026, Andrex’s share of searches among toilet roll brands in the United Kingdom increased from 3.7% to 5.4%.
Across the 12 months ending September 2026, Cushelle’s share of searches among toilet roll brands in the United Kingdom increased from 2% to 2.9%.
Across the 12 months ending September 2026, Who Gives A Crap’s share of searches among toilet roll brands in the United Kingdom peaked at 95.7% in January 2026 and was lowest at 88.6% in July 2026.
Across the 12 months ending September 2026, Andrex’s share of searches among toilet roll brands in the United Kingdom peaked at 6.4% in April 2026 and was lowest at 2.5% in January 2026.
Across the 12 months ending September 2026, Cushelle’s share of searches among toilet roll brands in the United Kingdom peaked at 3.5% in August 2026 and was lowest at 1.1% in January 2026.
Across the 12 months ending September 2026, Velvet’s share of searches among toilet roll brands in the United Kingdom peaked at 1.9% in July 2026 and was lowest at 0.63% in January 2026.
Across the 12 months ending September 2026, Velvet held steady: its share of searches among toilet roll brands in the United Kingdom moved less than 0.5 percentage points.

How did search popularity change for United Kingdom toilet roll brands in September 2026?

4 changes

In September 2026, Who Gives A Crap gained share of searches among toilet roll brands in the United Kingdom, from 89.7% to 90.4%.
In September 2026, Cushelle lost share of searches among toilet roll brands in the United Kingdom, from 3.5% to 2.9%.
Estimated monthly branded searches for Velvet in the United Kingdom fell 33% over 12 measured months, from 880 to 590 in September 2026.
Estimated monthly branded searches for Andrex in the United Kingdom fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

How are branded searches counted for toilet roll brands?

4 search terms

Each brand's share of searches among toilet roll brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.