Aldi & Lidl own-brand vs eco brands: count sheets, not rolls

"9 rolls for £2.99" sounds cheap until you notice each roll has 160 sheets. Here's how Aldi's Saxon range compares with eco brands once you count every sheet.

Prices checked 27 Oct 2026

Why rolls are a terrible unit

Across the 30 products we track, sheets per roll range from 155 to 440. That's nearly three times as much paper in one "roll" as another. Even within Aldi's own Saxon range, a roll can have anything from 160 to 440 sheets.

Aldi vs the cheapest eco boxes

How we calculate: (pack price + standard delivery for that pack on its own) ÷ total sheets × 100. Sheets are rolls × sheets per roll as stated by the retailer. "2-ply equiv." divides by ply and multiplies by 2 – a rough way to compare a thick 3-ply sheet with a thinner 2-ply one. Supermarket rows assume you buy in store or with your normal shop, so no extra delivery is added.

What this means

• On price alone, Aldi wins. Saxon Standard is 9.4p per 100 sheets – less than half the price of the cheapest eco box (22.9p).
• Compare like with like on thickness. Saxon Premium is 3-ply at 13.0p. The cheapest 3-ply eco roll is 22.9p – so you're paying roughly 9.9p extra per 100 sheets for recycled, plastic-free and delivered to your door.
• Quilted rolls are the trap. Saxon Quilted has just 160 sheets per roll, so it costs 20.8p per 100 sheets – more than twice Saxon Standard.

What about Lidl?

Lidl sells Floralys toilet tissue in store, but Lidl GB doesn't show current toilet roll prices on its website, and the Lidl Northern Ireland product pages we tried were no longer available on 27 Oct 2026. Rather than guess, we've left Lidl out until we can check a current price. If you shop at Lidl, divide the shelf price by (rolls × sheets per roll) and multiply by 100 to compare it with the table above.