If you’ve ever stood in the cleaning aisle of a supermarket, staring at the rows of toilet paper that line the shelves, you’ve probably asked yourself one question more than once: which one should I grab? For years, I’ve been on the supply side of this very debate—running a business that provides high-quality soft bath tissue to homes, restaurants, hotels, and apartment complexes across the region. I’ve talked to thousands of customers, listened to their frustrations with scratchy toilet paper, and tracked the quiet shift that’s been happening in what people actually want in their bathroom essentials. Today, I want to pull back the curtain on that shift, break down whether soft bath tissue is really more popular than the old-school non-soft toilet paper, and share what this means for anyone in need of a reliable supplier that gets what customers actually need. Soft Bath Tissue
Let’s start with the basics, because “soft” vs. “non-soft” toilet paper isn’t just a matter of comfort—it’s rooted in product design, consumer habits, and even how toilet paper has evolved over the last few decades. When I first got into this business 12 years ago, the market was dominated by two-ply, quilted, soft-feeling rolls, but there was still a loyal (if shrinking) crowd buying thinner, single-ply non-soft paper, often marketed as “value” or “commercial grade” for high-traffic spaces. Back then, soft tissue felt like a nice extra, something you bought if you had a little extra cash and wanted a more comfortable daily experience. Today? That dynamic has flipped. The data I track from our sales, paired with industry reports, tells a different story: soft bath tissue isn’t just popular—it’s become the default choice for the majority of consumers, and that shift has accelerated in the last five years.
First, let’s look at what the numbers say. According to a 2023 consumer survey by the National Association of Household Products Manufacturers (NAHPM), 78% of U.S. households now regularly purchase soft, multi-ply bath tissue, compared to just 22% that stick to non-soft single-ply. That’s a 12-point jump from 2018, when soft tissue sat at 66% of the market. What’s driving that? It’s not just vanity—comfort is a huge factor, but so is how people use toilet paper today. Unlike 50 years ago, when homes might go through one roll of toilet paper a week, modern households use more, and they’re often sharing that space with family members, roommates, or even guests. Scratchy, thin tissue can lead to more waste too—people often use twice as much non-soft paper to get the same level of cleanliness, which actually ends up costing more in the long run. I’ve seen this firsthand with our commercial clients: small cafes that switched from non-soft to our soft tissue saw a 15% drop in their monthly usage costs, because customers didn’t have to use as much to feel clean. That’s a win for both the client and the end user, which is why more businesses are making the switch too.
But popularity isn’t just about numbers—it’s about how people talk about their choices. For years, the biggest critique of soft bath tissue was that it was “too flimsy” or that it clogs pipes, especially in older homes or commercial plumbing systems. A lot of non-soft paper brands leaned into that, marketing themselves as “strong” and “plumbing-safe” while calling soft tissue “wasteful.” But here’s something I’ve learned: modern soft tissue isn’t the same as it was 10 years ago. Brands like ours have invested in advanced manufacturing processes that create soft, multi-ply tissue that’s still strong, dissolves quickly, and won’t clog standard plumbing systems. We use a blend of high-quality virgin cellulose fibers and recycled softwood pulp that creates a plush texture without sacrificing strength—our tissue can hold up to 200 pulls without tearing, which is more than enough for daily use. That’s changed a lot of minds. A 2022 study by the Plumbing-Heating-Cooling Contractors Association found that clogs from soft bath tissue dropped by 28% between 2017 and 2022, precisely because the product has gotten better at addressing the old concerns of durability.
Another big factor driving the shift to soft tissue is demographic change. Gen Z and millennials, who now make up the largest share of home buyers and renters, grew up with access to soft, multi-ply tissue—they’ve never known a time when scratchy toilet paper was the norm. This group prioritizes comfort and home experience more than previous generations, and they’re willing to spend a little more for products that make daily routines easier. I remember talking to a 26-year-old apartment manager last year who told me he switched all his building’s bathrooms to our soft tissue after residents started leaving negative reviews about the old non-soft stock. “No one complains about hard floors or old appliances,” he said, “but everyone complains about toilet paper. It’s the small thing that makes people feel at home.” That’s a mindset shift I see everywhere—consumers now see soft bath tissue as a necessity, not a luxury. Even budget-friendly brands have gotten into the soft game, making it accessible to households that might have once stuck to value-priced non-soft options.
But wait—does that mean non-soft toilet paper is dying off? No, not entirely. There are still spaces where non-soft tissue makes sense, like construction sites, event venues, or small outdoor facilities where cost is the top priority and maintenance is minimal. We still supply non-soft tissue to these types of clients, and there’s a loyal customer base that prefers it for those specific uses. But the residential market, which makes up 70% of our total sales, is overwhelmingly leaning soft. Our commercial sales tell another story: restaurants, hotels, gyms, and office buildings are all requesting soft tissue as standard stock now, compared to just 30% of commercial clients five years ago. Back then, most businesses defaulted to non-soft to cut costs, but now they’re finding that soft tissue actually improves customer experience, which translates to repeat visits and better reviews. A hotel client I’ve worked with for three years told me that since switching to our soft tissue, they’ve gotten fewer complaints from guests about bathroom amenities, and their overall guest satisfaction score went up by 10 points. That’s a tangible benefit that’s hard to ignore.
As a supplier, this shift hasn’t just changed what we offer—it’s changed how we approach our product. Early on, we focused on making soft tissue that was cheap to produce, but as demand grew, we invested in research to make our tissue even better. We tested different fiber blends, adjusted ply thickness, and worked with water conservation experts to make sure our tissue dissolves quickly without wasting excess water. We also started offering bulk packages for both residential and commercial clients, because we knew that many people didn’t want to run to the store every week for toilet paper. One of our biggest selling points, and something that sets us apart from generic brands, is that we don’t cut corners on quality to keep prices low. We source our pulp from sustainable forests, and our manufacturing process produces 20% less waste than the industry average, which is something a lot of our customers care about too.
I think a lot of people still underestimate how important this small product is. Toilet paper is one of those household essentials you never really think about until it’s gone, or until you have to use something that’s scratchy or thin. But when you’re using it multiple times a day, every day, that small difference between soft and non-soft adds up to a big impact on your daily comfort. I’ve had customers tell me that switching to soft tissue made their morning routine easier, that they no longer have to worry about irritation, or that it’s become a small luxury they look forward to every time they use the bathroom. For a product that costs just a few dollars a roll, that’s a huge value.
Of course, there are always outliers. I still run into customers who swear by non-soft tissue, often because that’s what their family has used for decades, or because they live in a home with older plumbing that’s very sensitive to dissolvable products. That’s why we don’t push soft tissue on everyone—we offer a range of products, including high-quality non-soft options for when that’s the right choice. But the overwhelming majority of inquiries we get now are for soft bath tissue, and that’s been consistent for the last four years. When we survey potential clients, the top three features they look for in toilet paper are softness, strength, and affordability—all things our products are designed to deliver.
So, is soft bath tissue more popular than non-soft toilet paper? The data, the sales numbers, and the conversations I have with customers every day all point to a clear yes. It’s not just a trend—it’s a permanent shift in what consumers want and expect from their daily essentials. That doesn’t mean non-soft is obsolete, but it’s no longer the default choice for most households and businesses. The old stereotypes of soft tissue being flimsy or unnecessary have been debunked by modern manufacturing, and as more people experience the comfort and practical benefits of soft bath tissue, that gap will only grow wider.
If you’re looking to upgrade your bathroom stock, whether you’re a homeowner wanting a better daily experience or a business looking to improve customer satisfaction, our soft bath tissue is designed to meet your needs. We offer flexible bulk ordering, competitive pricing, and reliable delivery to homes and businesses across the region. We’re not just a supplier—we’re a team that understands what makes a good bathroom essential, because we’ve been in this industry long enough to listen to what customers actually want. If you’re ready to switch to soft bath tissue, or if you have questions about our products and pricing, feel free to reach out to us to discuss your specific needs.
Bar Napkins REFERENCES
National Association of Household Products Manufacturers. (2023). Annual Report on U.S. Household Cleaning Product Preferences.
Plumbing-Heating-Cooling Contractors Association. (2022). Residential Plumbing Maintenance Trends Report.
U.S. Census Bureau. (2023). American Housing Survey: Bathroom Amenities and Household Habits.
Hangzhou Mingxuan Sanitary Products Co., Ltd.
Hangzhou Mingxuan Sanitary Products Co., Ltd. is one of the most professional soft bath tissue manufacturers and suppliers in China. With abundant experience, we warmly welcome you to buy bulk high-end soft bath tissue for sale here from our factory. If you have any enquiry about cooperation, please feel free to email us.
Address: Hangzhou Mingxuan SanitaryProducts Co.,Ltd. 2-1, Baijia, Wuliqiaocun, Xindeng, Fuyang, Hangzhou City, Zhejiang, China. 311404
E-mail: sales2@mx-paper.com
WebSite: https://www.mx-paper.com/
