Best-Rated Paper Towels

See Our Ratings Methodology.


Most Satisfied Customers | Viva

Aussies have rated Viva as the top pick in Canstar Blue’s latest paper towel ratings, with five stars for quality, effectiveness, absorbency and overall satisfaction.

Fact Checked Fact Checked

How we rate paper towel

Our review compares paper towel on customer satisfaction, so you can find out what other Aussies think about the compared brands before you go ahead with a purchase. Think of it as like asking hundreds of your closest mates which paper towel they think is best!

Canstar Blue surveyed 2,052 Australians for their feedback on paper towel they have purchased and used in the last six months.

  • The outcomes reported in these ratings are measured via accredited research panels managed by Qualtrics.

Respondents rate their satisfaction with their paper towel brand(s) from zero to 10, where zero is extremely dissatisfied and 10 is extremely satisfied. Brand satisfaction was rated by respondents on the following criteria:
  • Overall satisfaction: measures consumer satisfaction with a paper towel brand as an individual score, NOT a combined total of all criteria.
  • Quality: sufficient strength and thickness that doesn’t tear.
  • Effectiveness: performs as described when using the recommended amount of product.
  • Value for money: quality and quantity of product for price paid.
  • Absorbency: holds a good amount of liquid.

The winning brand is the one that receives the highest overall satisfaction rating once all the scores from the overall satisfaction criteria are combined and averaged.

  • Overall satisfaction is asked as a specific question and represents an individual measure, not a combined total of all criteria.
  • When we cannot determine a clear winner from the criteria for the overall satisfaction rating, we will then look at the other criteria measured in the rating.
    • The brand with the highest number of five-star ratings within the supporting criteria will become the five-star recipient in overall satisfaction, and thus win the award. If a clear leader still cannot be determined from the supporting criteria, joint winners will be declared.

Brands must have received at least 30 responses to be included, so not all brands available in the market have been compared in this survey. The brands rated in this survey are listed below in order of best overall satisfaction.

  • Viva
  • Quilton
  • Handee
  • ALDI Confidence Samson
  • Coles Ultra
  • Woolworths Essentials
  • Coles
  • Naturale

Find more detailed information on our Most Satisfied Customers methodology.

Top Paper Towel Brand – Viva


Viva is the top-rated paper towel brand for the sixth consecutive year. Viva paper towels are available in lengths including 60, 90, 120 and 180 sheets. Viva is a Kimberly-Clark brand, which also owns personal care brands Kleenex and Huggies.

About our consumer experts


Kate King: Home & Lifestyle Content Producer

This report was written by Canstar Blue’s Home & Lifestyle Content Producer Kate King. Kate holds a Bachelor of Creative Industries from QUT majoring in Journalism and Media and Communications, and has written for a number of publications over the past five years.


Meet the Editorial Team


Samantha Howse: Consumer Research Specialist

Sam Howse Research Specialist

Samantha Howse is Canstar Blue’s Consumer Research Specialist, coordinating the consumer research program behind our customer satisfaction awards across Canstar and Canstar Blue in Australia and New Zealand. Sam has earned a Bachelor of Business (Marketing) from Griffith University and, with seven years in market research and two years in marketing, she is experienced in survey design, implementation and analysis, coupled with an understanding of marketing principles and best practice.


Meet the Research Team

Past ratings

Here are the past winners of Canstar Blue’s paper towel ratings:

  • 2022: Viva
  • 2021: Viva
  • 2020: Viva
  • 2019: Viva
  • 2018: Viva

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