By Ku · Series: Costco vs. Walmart · Part 3 · 6 min read
If there's one item that perfectly illustrates the Costco vs. Walmart pricing battle, it's toilet paper. It never expires. You're always going to use it. And the price-per-sheet difference between Kirkland and Great Value is one of the most consistent savings patterns out there.
So let's get into the actual math.
If you haven't read the full series yet, start with our Costco vs. Walmart 2026 overview — it covers the big picture before we get into the details.
The Numbers (April 2026)
When comparing toilet paper, forget about price per roll. "Roll" is a meaningless marketing term — they come in Regular, Mega, Super Mega, and whatever size each brand decides to call it that week. The only number that actually matters is price per 100 sheets.
| Brand / Store | Pack Size | Total Sheets | Price | Per 100 Sheets |
|---|---|---|---|---|
| Costco — Kirkland 2-Ply | 30 rolls | 11,400 | $23.49 | 21¢ |
| Walmart — Great Value Ultra Strong | 30 rolls | 11,400 | $19.98 | 22¢ |
| Walmart — Great Value (12-pack) | 12 rolls | 4,560 | $9.98 | 26¢ |
| Walmart — Charmin Ultra Soft | 30 rolls | ~6,800 | $31.44 | 46¢ |
*Sheet counts: Kirkland 380 sheets/roll, Great Value 380 sheets/roll (House Digest, 2024). Prices from current retail listings. Varies by location.
Here's the real picture: when you compare the same 30-roll pack size, Kirkland and Great Value are almost identical — just 1 cent per 100 sheets apart. The bigger story is what you're paying if you're still buying Charmin at full price. At 46 cents per 100 sheets, that's more than double the cost of either store brand. That's a lot of money for a brand name on something that goes straight in the trash.
So Why Does Costco Still Win Overall?
Good question. Because when you look at those 30-roll numbers, Great Value is actually $3.51 cheaper. So how does Costco come out ahead?
Two reasons.
First, most Walmart shoppers aren't buying 30-roll packs — they're grabbing a 12-pack or a 6-pack. And at those smaller sizes, the per-sheet price on Great Value jumps to around 26¢. Now Kirkland's 21¢ looks considerably better.
Second, Kirkland's quality is genuinely better. Consumer Reports and independent testing consistently rate Kirkland higher than Great Value on softness, sheet size, and overall durability. You're getting more usable sheet per 100 — which makes the already-close price comparison tilt further toward Kirkland.
The Annual Savings Math
The average American uses about 100 rolls of toilet paper per year. Here's what that looks like across different buying strategies:
| Buying Strategy | Annual Cost | vs. Kirkland Bulk |
|---|---|---|
| Kirkland bulk (Costco 30-pack) | ~$78 | — |
| Great Value 30-pack (Walmart) | ~$66 | Walmart saves $12 |
| Great Value 12-pack (Walmart) | ~$86 | Costco saves $8 |
| Charmin Ultra Soft (Walmart) | ~$154 | Costco saves $76 |
If you're comparing apples-to-apples on 30-roll packs, Walmart's Great Value actually wins by a small margin. But if you're buying 12-packs regularly (which is what most people do), Kirkland bulk comes out cheaper. And if you're buying Charmin — you're spending $76 more per year than you need to.
Final Thought
If you have the storage space, buy Kirkland at Costco. The quality is better, and for a family of four going through 100+ rolls a year, switching from Walmart 12-packs to Kirkland bulk saves roughly $40–50 annually. That alone covers a meaningful chunk of your $65 Costco membership fee.
And seriously — stop buying Charmin at full price. The store brands win this category, no debate.
— Ku
