---
title: "Toilet roll brands in the United Kingdom: Which are most popular?"
description: "Compare the toilet roll brands people in the UK buy, including recycled and bamboo rolls. Share of Search among Who Gives A Crap, Andrex, Cushelle and Velvet, the toilet roll brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-toilet-roll-brands"
publisher: "Brandwave"
---

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

Compare the toilet roll brands people in the UK buy, including recycled and bamboo rolls. Share of Search among Who Gives A Crap, Andrex, Cushelle and Velvet, the toilet roll brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Toilet roll brands
- **Market**: United Kingdom
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Who Gives A Crap, 90.4%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Andrex | 1st | 2 of 3 | 1 of 1 | 3 of 4 |
| Cushelle | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| Who Gives A Crap | 3rd | 1 of 3 | 0 of 1 | 1 of 4 |
| Velvet | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about toilet roll brands

- Asked ChatGPT "What's the best toilet roll to buy in the UK?": 1. Andrex, 2. Cushelle, 3. Who Gives A Crap
- Asked ChatGPT "Is bamboo toilet paper better?": named none of the brands we track
- Asked ChatGPT "Which toilet roll is the softest?": 1. Andrex, 2. Cushelle
- Searched Google, AI Overview "toilet paper": 1. Andrex, 2. Cushelle

Not named in any answer: Velvet.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026.

## Compare search popularity between leading brands

- [Who Gives A Crap vs Andrex: compare search popularity](/demand/uk/compare/andrex-vs-who-gives-a-crap): 90.4% against 5.4% Share of Search.
- [Who Gives A Crap vs Cushelle: compare search popularity](/demand/uk/compare/cushelle-vs-who-gives-a-crap): 90.4% against 2.9% Share of Search.
- [Andrex vs Cushelle: compare search popularity](/demand/uk/compare/andrex-vs-cushelle): 5.4% against 2.9% Share of Search.

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

- 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.

## Which toilet roll brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Who Gives A Crap | 90.4% | 40.5K | +22.4% | Who Gives A Crap |
| 2 | Andrex | 5.4% | 2.4K | +26.3% | Andrex |
| 3 | Cushelle | 2.9% | 1.3K | 0.0% | Essity |
| 4 | Velvet | 1.3% | 590 | 0.0% | Essity |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Who Gives A Crap | 74K | 93.2% | 1 |
| Oct 2025 | Andrex | 2.9K | 3.7% | 2 |
| Oct 2025 | Cushelle | 1.6K | 2% | 3 |
| Oct 2025 | Velvet | 880 | 1.1% | 4 |
| Nov 2025 | Who Gives A Crap | 74K | 94% | 1 |
| Nov 2025 | Andrex | 2.4K | 3% | 2 |
| Nov 2025 | Cushelle | 1.3K | 1.7% | 3 |
| Nov 2025 | Velvet | 1K | 1.3% | 4 |
| Dec 2025 | Who Gives A Crap | 60.5K | 94.7% | 1 |
| Dec 2025 | Andrex | 1.9K | 3% | 2 |
| Dec 2025 | Cushelle | 1K | 1.6% | 3 |
| Dec 2025 | Velvet | 480 | 0.75% | 4 |
| Jan 2026 | Who Gives A Crap | 110K | 95.7% | 1 |
| Jan 2026 | Andrex | 2.9K | 2.5% | 2 |
| Jan 2026 | Cushelle | 1.3K | 1.1% | 3 |
| Jan 2026 | Velvet | 720 | 0.63% | 4 |
| Feb 2026 | Who Gives A Crap | 60.5K | 92.8% | 1 |
| Feb 2026 | Andrex | 2.4K | 3.7% | 2 |
| Feb 2026 | Cushelle | 1.3K | 2% | 3 |
| Feb 2026 | Velvet | 1K | 1.5% | 4 |
| Mar 2026 | Who Gives A Crap | 40.5K | 90.2% | 1 |
| Mar 2026 | Andrex | 2.4K | 5.3% | 2 |
| Mar 2026 | Cushelle | 1.3K | 2.9% | 3 |
| Mar 2026 | Velvet | 720 | 1.6% | 4 |
| Apr 2026 | Who Gives A Crap | 33.1K | 88.8% | 1 |
| Apr 2026 | Andrex | 2.4K | 6.4% | 2 |
| Apr 2026 | Cushelle | 1.3K | 3.5% | 3 |
| Apr 2026 | Velvet | 480 | 1.3% | 4 |
| May 2026 | Who Gives A Crap | 40.5K | 91% | 1 |
| May 2026 | Andrex | 2.4K | 5.4% | 2 |
| May 2026 | Cushelle | 1K | 2.2% | 3 |
| May 2026 | Velvet | 590 | 1.3% | 4 |
| Jun 2026 | Who Gives A Crap | 40.5K | 92.1% | 1 |
| Jun 2026 | Andrex | 1.9K | 4.3% | 2 |
| Jun 2026 | Cushelle | 1K | 2.3% | 3 |
| Jun 2026 | Velvet | 590 | 1.3% | 4 |
| Jul 2026 | Who Gives A Crap | 27.1K | 88.6% | 1 |
| Jul 2026 | Andrex | 1.9K | 6.2% | 2 |
| Jul 2026 | Cushelle | 1K | 3.3% | 3 |
| Jul 2026 | Velvet | 590 | 1.9% | 4 |
| Aug 2026 | Who Gives A Crap | 33.1K | 89.7% | 1 |
| Aug 2026 | Andrex | 1.9K | 5.2% | 2 |
| Aug 2026 | Cushelle | 1.3K | 3.5% | 3 |
| Aug 2026 | Velvet | 590 | 1.6% | 4 |
| Sep 2026 | Who Gives A Crap | 40.5K | 90.4% | 1 |
| Sep 2026 | Andrex | 2.4K | 5.4% | 2 |
| Sep 2026 | Cushelle | 1.3K | 2.9% | 3 |
| Sep 2026 | Velvet | 590 | 1.3% | 4 |

## How are branded searches counted for toilet roll brands?

- **Andrex**: Measured on the search term “andrex”.
- **Cushelle**: Measured on the search term “cushelle”.
- **Velvet**: Measured on the search term “velvet toilet paper”.
- **Who Gives A Crap**: Measured on the search term “who gives a crap”.

- [Andrex](/demand/uk/brands/andrex)
- [Cushelle](/demand/uk/brands/cushelle)
- [Velvet](/demand/uk/brands/velvet-toilet-tissue)
- [Who Gives A Crap](/demand/uk/brands/who-gives-a-crap)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Toilet roll brands in the United Kingdom: Which are most popular?". https://gobrandwave.com/demand/uk/categories/uk-toilet-roll-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-toilet-roll-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.