Both Good Housekeeping and Consumer Reports rate White Cloud 3-Ply Ultra and Quilted Northern Plush at the top of their lists. Wal-Mart's Great Value Ultra Strong ranked third on the 2013 test by Consumer Reports, while Good Housekeeping also gave Kleenex Cottonelle Ultra four stars in its 2011 review.
Good Housekeeping rated White Cloud 3-Ply Ultra highly, saying that the toilet paper is good value as it absorbs well and also dissolves quickly. Good Housekeeping also noted that White Cloud 3-ply Ultra came with more square feet of toilet paper than quoted on the package. Consumer Reports also rated White Cloud highly in terms of softness, and The Sweethome named it the best toilet paper on the market in April 2015.
Quilted Northern Plush was another brand that performed well in tests by both Consumer Reports and Good Housekeeping. According to Good Housekeeping, Quilted Northern Plush was one of the strongest performers in its tests. The magazine noted that the toilet paper was thick, soft and strong when both wet and dry. However, it noted that Quilted Northern Plush may cause later plumbing problems, as it took a while to break down in the magazine's dissolve test.
Another favorite from Good Housekeeping's testing was Kleenex Cottonelle Ultra. According to Good Housekeeping, the toilet paper was soft, durable and thick.