Being eco-conscious throws a lot at you, right? Paper or plastic? Compost or bin? And then there's the ultimate bathroom brain-bender: deciding which recycled toilet paper brand deserves a permanent spot next to your throne.
Two big names pop up in this conversation: 365 by Whole Foods and Who Gives A Crap. They both talk a good game, but it’s time to see which is a better companion for your bottom.
We’ve put these recycled rivals to the test and compared everything from softness to sustainability creds. Let the showdown begin.
Refresher: The eco credentials of recycled toilet paper
Recycled toilet paper comes from post-consumer waste (such as your old textbooks and office paper) and post-industrial materials (also known as manufacturing leftovers).
According to the Environmental Protection Agency, paper and paperboard boast the highest recycling rate (68%) of municipal waste. Every tonne of recycled paper saves 7,000 gallons of water and 3.3 cubic yards of landfill space.
The benefits of using recycled paper materials for toilet paper are even more positive for the environment. Recycled TP uses 50% less energy and 90% less water than virgin paper production.
A closer look at 365 by Whole Foods recycled toilet paper
The 365 brand — Whole Foods’ line of organic, sustainable products — offers recycled toilet tissue to in-store shoppers and via Amazon’s marketplace. (Reminder: Amazon purchased the American grocery store chain back in August 2017.)
Each roll comes with 260 sheets of 2 ply, double length tissue — your standard, no-fuss loo roll for everyday use. It's made of 100% recycled materials, with a solid 80% of that coming from post-consumer waste.
Instead of the usual chlorine bleach, Whole Foods uses a more environmentally progressive, chlorine-free whitening process, per their website.
Customer reviews claim these rolls are adequately strong, but missing some softness. However, wipers say it doesn't irritate sensitive skin, which is arguably more important than a cushy feel.
How much does 365’s recycled toilet paper cost?
Being kind to the planet is awesome, but we also need to be kind to our budgets, right? 365 by Whole Foods offers their recycled rolls in packs of 6, 12, and 24.
It's worth noting that prices vary a bit depending on where you live and the specific store, which makes budgeting and bulk buying a tad tricky.
The pricing in the calculations below is based on the online cost from AmazonFresh:
A 6-pack costs $6.99, or 45 cents per 100 sheets.
Upgrading to a 12-pack is $7.49, or 24 cents per 100 sheets.
The most economical option is the 24-pack at $13.99, or 22 cents per 100 sheets.
Buying in larger quantities is easier on the bank account, but you might have to shop around online and check your local store flyer to find the best price. Grab these rolls when you're doing your regular shopping trip at Whole Foods or get them delivered through Amazon grocery delivery services.
Since you can buy a maximum of 24 rolls at a time, you might find yourself restocking more often than you’d like. And while grocery delivery is convenient, it's not quite as easy as a subscription model, where scheduled orders customized to your preference arrive at your door automatically.
Anything else shoppers need to know about 365 recycled rolls?
365 by Whole Foods recycled toilet paper boasts some impressive sustainability credentials. The NRDC delivered an “A+” grade for their use of recycled fibres and environmentally responsible manufacturing practices.
Whole Foods is no stranger to sustainable business practices — all their paper products use 100% recycled content or carry FSC® certification. Plus, they’ve committed to making all their private label packaging reusable, recyclable or compostable.
Up next: recycled toilet rolls from Who Gives A Crap
We started Who Gives A Crap back in 2012 with a bloke sitting on a toilet for 50 hours to crowdfund our first production run. Why? Because billions of people don’t have access to proper sanitation.
Our 100% recycled toilet paper offers 3 ply comfort at 385 sheets per roll. Now that’s what we call double length.
We proudly tout our B Corp™ and FSC® certifications, with customers consistently praising the strength and quality of our paper products. Not to brag, but we’ve often left them stunned by how much longer our rolls last than traditional toilet paper and how soft they are for recycled paper.
The real difference? We donate 50% of our profits to fund sanitation projects worldwide, raising over $12.5 million USD since our inception.
That’s a win for your bum, the planet and humanity.
A bit about Who Gives A Crap toilet paper at Whole Foods
Did you think you could only shop Who Gives A Crap products online? Nope, this recycled toilet paper throwdown also happens on the Whole Foods store shelves.
We’re very much devoted to our national retail partnership with Whole Foods, and are proud to have our rolls stocked next to theirs.
For recycled toilet paper newbies, picking up a small quantity pack in store is a low commitment purchase. Keep in mind the 4 and 8 count packs* that you see in store are a bit different from what we offer online:
Who Gives A Crap 100% Recycled 4 Roll Pack (retail only)
Cost: $7.29
Sheets per roll: 360
Cost per 100 sheets: $0.51
Who Gives A Crap 100% Recycled 8 Roll Pack (retail only)
Cost: $12.99
Sheet per roll: 360
Cost per 100 sheets: $0.45
*Note: Prices are subject to change and availability without notice, per the Whole Foods Market website. Cost analysis is accurate as of May 2025.
If you’re heading to Whole Foods Market anyway, you might as well drop a pack into your cart and find out how a 3 ply recycled roll fares against the competition.
The convenience of Who Gives A Crap’s subscription model
Beyond being good for the planet and the people, the toilet paper subscription model makes life super easy. Simply choose how often you’d like deliveries, and we’ll ship straight to your door.
Our friendly reminder emails arrive three days before billing. You can pause, skip, or adjust your deliveries in your online account. No more awkward conversations with your significant other about who used the last roll.
Meanwhile, grabbing 365’s recycled paper means either a trip to Whole Foods or remembering to add it to your Amazon grocery order (via Whole Foods or AmazonFresh). No Subscribe & Save options for these TP rolls.
However, if that’s your shopping preference, we should mention that Who Gives A Crap products are available for a one time purchase or ongoing delivery through your Amazon account, in addition to more customized options at whogivesacrap.org.
Head to head recycled TP comparison: 365 vs Who Gives A Crap
Okay, so here's the lowdown on how 365 by Whole Foods and Who Gives A Crap* stack up.
If you're pinching pennies, 365 by Whole Foods is attractively priced at 22 cents per 100 sheets and 58 cents per roll. Who Gives A Crap is a bit more of an investment at 37 cents per 100 sheets and $1.42 a roll when you order online through our site. Prices go higher when you consider the smaller packs available in Whole Foods Markets nationally.
So if cost is the sole factor, you have your answer. But here's the thing: Who Gives A Crap gives you more TP for your buck and bum.
With more strength and softness — hey, 3 ply fans — and 125 more sheets per roll, Who Gives A Crap wins on quality and value. And let’s not forget you’ll receive free, carbon neutral shipping when you subscribe. If time is money, then you’re saving twofold by skipping the grocery trip and avoiding spontaneous purchases.
Lastly, don’t forget Who Gives A Crap’s B Corp™ certification and impact based model that donates 50% of profits to give every tush access to clean sanitation.
*Note: The product pricing is accurate as of May 2025. The largest pack each brand offers is used for these USD cost calculations: 48 pack for Who Gives A Crap online orders and 24 pack for 365 by Whole Foods.
Conclusion – Choosing your recycled roll mate
First off, you’re already winning by choosing recycled toilet paper. Both brands are leaps ahead of traditional toilet paper when it comes to minimising environmental impact.
365 by Whole Foods recycled TP has admirable eco-friendly credentials at a competitive price, making it a convenient option if you’re already doing your weekly shop there. Look for Who Gives A Crap’s 100% recycled double length rolls in the same aisle and see how our 4- or 8-count packs compare for yourself.
But, if you’re after the most convenient solution with maximum savings — a bulk subscription through the Who Gives A Crap site delivers all fronts. The savviest of customers order our recycled rolls online for the best price and customizable delivery schedule.
P.S. Vibing with our brand and its social impact commitments? Check out our 100% recycled paper towels and trash bags, too.