Paper towels remain one of the most frequently used household consumables—whether for cleaning spills, drying hands, wiping surfaces, or emergency mess-ups. While often taken for granted, not all paper towels are equal. Some sheets absorb much more liquid, others hold together when wet, some shred easily, and some come with higher environmental credentials. Independent tests show large variation in performance across brands.
In 2025, choosing a paper towel means balancing absorbency, strength (especially when wet), cost per sheet or roll, and sustainability factors such as recycled content or certifications. Below, we present what we consider the top 10 paper towel brands based on these criteria, discuss how they performed in laboratory and consumer reviews, highlight what to look for when buying, and provide tips for usage and sustainability.
How We Evaluated Paper Towels
Before diving into brand reviews, it’s helpful to understand what criteria matter:
- Absorbency: How much liquid a single sheet will pick up before saturating. TechGearLab for example tested absorbency and wet strength.
- Wet strength & durability: A strong sheet holds together when wet, doesn’t disintegrate, and doesn’t shed fibers. That’s key for heavy cleaning tasks.
- Sheet size and roll size: Larger sheets or more surface area per roll mean fewer sheets used per mess.
- Value / cost per sheet or per square foot: A performance-brand may cost more but if fewer sheets are needed it may be better value.
- Sustainability / recycled content / manufacturing impact: Some brands offer recycled fibre content or eco-certifications. The NRDC rated brands for tissue/paper towel sustainability.
- Real-world performance and user feedback: Aside from lab tests, consumers in forums and reviews noted brands they “won’t use anything else”.
Using a combination of lab test data, consumer reviews, and value for money, we ranked the top brands you can generally find in major markets.
Top 10 Paper Towels in 2025: Full Reviews
Here are our top picks, each with its strengths, what to watch out for, and why it made the list (in no particular “1-10” order since needs vary).
1. Bounty (Select-A-Size / Quick-Size)
Why it stands out
Numerous lab tests consistently rate Bounty as the leader in absorbency and strength. TechGearLab calls Bounty Quick-Size the “Best Overall Paper Towel” for its high absorbance and durability when wet.
Key features
- Strong wet strength: fewer sheets needed for tough messes.
- Large roll size in many versions: more usable sheets per roll.
- Good availability and recognized brand.
Considerations
- Premium price compared to generic/discount brands.
- For light tasks it may use “more sheet than needed” if you’re conservative.
Best for
Households with frequent spills, families cooking often, or anyone who uses paper towels for heavy cleaning.
2. Brawny (Pick-A-Size / Tear-A-Square)
Why it stands out
YourBestDigs found Brawny the best performer overall in their tests for strength, durability and absorbency.
Key features
- Thick construction, holds up during tough jobs.
- Convenient pick-a-size / tear-a-square format lowers waste when small tasks.
- Trusted brand with heavy-duty reputation.
Considerations
- Slightly higher cost per sheet.
- For plain spills or minor tasks, the extra strength may not be needed.
Best for
Those who value premium performance, tackle a wide variety of cleaning tasks, or want heavy-duty versatility.
3. Viva Signature Cloth / Multi-Surface
Why it stands out
One Good Thing’s testing ranked Viva Signature Cloth the top among five tested brands for its “cloth-like” feel and strong cleaning performance.
Key features
- Soft, cloth-like texture while still absorbing well.
- Suitable for more than just kitchen messes—good for sweeping surfaces, wiping hands, dusting.
- Often positioned as “premium soft” paper towels.
Considerations
- Though absorbent, may not match Bounty/Brawny for extreme wet strength.
- Premium pricing and some waste if used for basic tasks.
Best for
Consumers who want a dual-purpose roll—good for kitchen spills and general household wiping, who value texture and feel.
4. Scott (Choose-a-Sheet / Essential Multi-Fold)
Why it stands out
In lab tests Scott rated well for value and balanced performance—offering solid absorbency at a lower cost.
Key features
- Often more affordable per sheet/cost than premium brands.
- Available in large rolls or multi-fold formats (good for commercial uses).
- Reliable brand.
Considerations
- Slightly less absorbent or strong in heavy cleaning tests compared to top-tier options.
- For heavy messes you may need more sheets.
Best for
Budget-conscious households, commercial uses (office kitchens, break rooms), or those who use paper towels moderately.
5. Seventh Generation 100% Recycled / Eco Paper Towels
Why it stands out
From a sustainability standpoint, Seventh Generation leads in offering paper towels with high recycled content and strong eco-credentials. The NRDC rated it among top A-grade tissue/paper towel brands for environmental impact.
Key features
- High post-consumer recycled content.
- Chlorine-free bleaching in some versions.
- Good for environmentally-aware consumers.
Considerations
- Slightly lower wet strength compared to premium “heavy duty” brands—so maybe more sheets needed in some messes.
- Cost per roll slightly higher in some markets.
Best for
Eco-friendly households, those prioritizing recycled fibre and environmental impact over “best in class” absorbency.
6. Presto! Flex-a-Size (Budget Pick)
Why it stands out
In TechGearLab’s testing, Presto! Flex-a-Size earned the “Best Bang for the Buck” rating for balance of cost, size, and performance.
Key features
- Larger roll size / more sheets per roll.
- Competent absorbency at a lower price.
- Good middle ground between premium and budget.
Considerations
- Not quite as strong in “heavy wet mess” tests.
- The thinner sheet construction means more sheets for some tasks.
Best for
Those seeking good value without top-tier premium cost—moderate usage, standard household needs.
7. Sparkle / Pick-A-Size Plus (Value Roll)
Why it stands out
Sparkle appears in TechGearLab’s list of “Best Paper Towels” as a strong contender for value-oriented buyers.
Key features
- Low cost per sheet.
- Decent absorbency for everyday spills.
- Good for basic kitchen usage or secondary locations (garage, outdoor area).
Considerations
- Not designed for heavy duty messes; may break down faster when wet.
- Possibly fewer perks like extra thick sheets or premium texture.
Best for
Budget-friendly usage, buying in bulk for secondary spaces, or light-duty use.
8. Kirkland Signature (Warehouse Club Roll)
Why it stands out
Although sometimes regarded as less premium, Kirkland’s paper towels were cited by reviewers for strong value and large sheet size. One tester commented “cheap by far and they performed well enough”.
Key features
- Very large sheet size / large roll size.
- Excellent cost-per-sheet value.
- Access via warehouse club membership.
Considerations
- Sheet thickness / wet strength may lag premium brands.
- Available only via club stores in many places.
Best for
Buyers who use a lot of paper towels and want maximum value per unit, and are comfortable purchasing in bulk.
9. Pacific Blue Basics Recycled (Commercial / Eco Value)
Why it stands out
In TechGearLab’s list, Pacific Blue Basics Recycled Hardwound was cited as “Best for Commercial Use” and for eco-value.
Key features
- Recycled content; designed for utility usage.
- Large format rolls for break rooms or commercial kitchens.
- Lower cost per sheet, practicality focused.
Considerations
- Utility texture—not premium softness.
- Possibly not available in smaller-household pack sizes in all markets.
Best for
Break rooms, cafes, service kitchens, or households that treat the roll as “utility” rather than premium.
10. Viva Vantage (Soft Feel Premium)
Why it stands out
While Viva Signature is rated higher for performance, Viva Vantage is the softer, premium “cloth-feel” version aimed at consumers who prioritize texture. The YourBestDigs ranking noted Viva Vantage as an honorable mention.
Key features
- Soft texture, cloth-like feel.
- Good for hand and face drying, light spills, wiping surfaces gently.
- Premium aesthetic.
Considerations
- May not be as strong for heavy wet messes compared to Bounty/Brawny.
- Price can be high for the sheet size.
Best for
Consumers who want a premium feel, use paper towels for multi-purpose (hand drying, napkin substitute) and prioritize softness.
Buying Guide: How to Pick the Right Paper Towel
Here are practical factors to keep in mind when purchasing paper towels:
1. Assess Your Usage Patterns
- Do you use paper towels primarily for quick kitchen spills, hand-drying, heavy scrubbing, or general cleaning tasks?
- Heavy usage for cleaning or wiping greasy messes demands stronger sheets (absorbency + wet strength).
- Light usage or occasional spills may favour a mid-tier value brand.
2. Look at Roll Specifications
- Sheet size: Larger sheets cover more surface, fewer are needed.
- Roll size: Bigger roll = fewer changes.
- Ply and thickness: Two-ply often yields better strength but may cost more.
3. Consider Cost Per Sheet / Cost Per Square Inch
Counting only “price per roll” is misleading unless you account for the number of usable sheets. Often premium rolls cost more but you may need fewer sheets.
4. Evaluate Wet Strength & Absorbency
Tests show major differences: TechGearLab found Bounty and Brawny excelled in wet strength tests; cheaper brands weakened faster.
5. Choose Based on Surface & Task
- Greasy kitchen mess? Use heavy-duty premium roll.
- Dry hands and face? A softer roll might suffice.
- Business/office? Consider utility rolls (multi-fold, large roll) for cost savings.
6. Environmental Considerations
- Look for brands with 100% recycled paper, chlorine-free processing, or certifications such as FSC (Forest Stewardship Council). NRDC provided grades for tissue/paper towel brands.
- For households reducing waste, consider reusable alternatives (though outside scope of this “paper” towel list).
7. Availability & Bulk Options
Check local availability, especially outside the U.S. Some brands may not be easily found in your region. Warehouse club brands (e.g., Kirkland) may be cost-effective if you buy in bulk.
Environmental & Sustainability Considerations
While performance matters, many consumers now weigh sustainability as a key part of their purchase decision.
- According to NRDC, paper towel brands that use high post-consumer recycled content and chlorine-free bleaching earned top A grades.
- Using fewer sheets (via higher performance brand) can also reduce overall waste and consumption.
- Some reusable alternatives (e.g., Swedish dishcloths) are gaining traction—highlighting that even paper towel usage is being reconsidered.
Thus, when selecting, you might ask: How many sheets will I actually need per usage? Does the brand offer recycled content? How much waste does it generate over time?
Tips to Get the Best Value & Use Paper Towels Smarter
- Tear “pick-a-size” or “tear-a-square” responsibly: Use smaller sheets for light tasks to reduce waste.
- Keep one roll for “mess-heavy” tasks and one roll for general hand/face drying—so you don’t over-use premium sheets where not needed.
- Buy in bulk or watch promotions: Many stores run deals (e.g., buy one get one half-off) – especially helpful for cost per sheet improvement.
- Store rolls properly: Protect from humidity or grease contamination near the stove.
- Reduce usage where possible: Use cloths or microfiber towels for some tasks, reserving paper towels for when needed—extends the roll life.
- Recycle where possible: Some local programmes or manufacturing states may accept used paper towels with minimal contamination; check locally.
Final Thoughts
Paper towels may seem like a simple purchase, but as the data and tests show, the right brand can make a noticeable difference in performance, cost-per-sheet, and overall satisfaction. Whether you’re cleaning up regular kitchen spills, wiping toddler messes, drying hands, or washing surfaces, the sheet strength, absorbency, and roll size you choose matters.
If I had to give a condensed recommendation:
- Go with a top-performance brand (e.g., Bounty, Brawny) if you have heavy use and want fewer sheets.
- Use a value brand (e.g., Scott, Sparkle) if your usage is lighter and you want to save cost.
- Choose an eco-friendly brand (e.g., Seventh Generation) if sustainability is top priority.
- Buy large roll sizes or bulk for best cost-per-sheet savings.
- Keep two tiers (premium + value) in your home: one roll for heavy mess, one for light hand/face tasks.
By balancing performance, cost, and environmental impact, you’ll find a paper towel roll that meets your household’s needs and budget—and you’ll likely end up wasting fewer sheets, saving money and time in the process.
Frequently Asked Questions (FAQs)
Q: Are premium paper towel brands worth the extra cost?
A: Yes—if your usage involves frequent heavy messes, a premium brand with stronger sheets may use fewer sheets per clean-up. Lab tests show top-brands perform significantly better in absorption and wet strength.
Q: How many sheets should I expect to use per roll?
A: It depends on roll size/sheet size and how heavily you use it. One lab found that high-performance towels cleaned a puddle in 2 sheets, where lower-tier needed 4 or more.
Q: Can I switch to a cheaper brand safely?
A: Yes, if your household usage is moderate and you don’t demand heavy duty performance. Monitor whether you’re using more sheets and check whether it offsets savings.
Q: Are recycled paper towels weaker?
A: Some may have slightly lower wet strength compared to top premium brands, but many provide adequate performance. If sustainability is a priority, check the brand’s recycled-content specs.
Q: What sheet size is best?
A: Larger sheet size reduces number of sheets used, but you’ll also want good strength and absorbency. Also look for “pick-a-size” features if you want to adjust sheet size for lighter tasks.
Q: How to choose between ply count (1-ply, 2-ply)?
A: Two-ply usually offers better absorbency and durability—but may cost more. For light tasks 1-ply may suffice; for heavy messes 2-ply is generally better.
Q: How to reduce paper towel usage in the home?
A: Use reusable towels/cloths for some tasks, keep paper towels for big spills or finishing touches; buy quality so you use fewer sheets; tear smaller portions when you don’t need full sheet.
