IKEA’s gray toilet paper: a bold choice that divides consumers

IKEA’s KNÖSEN toilet paper, priced at US$5 for a pack of four rolls, has drawn attention for its distinctive light gray color and limited availability in the United States. While the shade may seem unusual, it could appeal to those looking to match a specific bathroom color scheme. The trend of colored toilet paper is not entirely new, having gained popularity in the 1950s before fading out, only to see a recent resurgence with black toilet paper. However, consumers interested in trying IKEA’s gray toilet paper should be aware of the mixed reviews surrounding it, particularly regarding its texture and performance.

Despite the initial appeal of its non-traditional color, the KNÖSEN toilet paper has been met with criticism from some customers, who have reported issues such as roughness and potential clogging. Some reviewers have expressed disappointment with the product, noting that it may soon be discontinued on IKEA’s website. Nevertheless, the product maintains an overall rating close to four stars, with some users appreciating its aesthetic value as a decor item. Yet even positive reviews often caution about the toilet paper’s rough texture, which may be enough to discourage potential buyers who prioritize comfort and reliability.

Customer feedback on the IKEA website has been blunt, with one reviewer stating: “I would give 0 stars if I could. It’s like wiping with cardboard or a leaf, ideal if you want to feel like you’re camping every time you use this toilet paper”. The same reviewer mentioned that the toilet paper’s roughness necessitates using more than usual, which could lead to frequent toilet clogs. This issue has not gone unnoticed by IKEA’s customer service team, which has promised to forward the concerns to sales leaders for potential design improvements. The rough texture is a common theme in customer complaints, suggesting it may be a focus for future product revisions.