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Research indicates that absorbency and softness are the primary drivers of paper towel pricing, with sustainable options often carrying an 85% price premium. Top-rated paper towels for 2025–2026 include Brawny Tear-A-Square, Bounty Select-A-Size, and Costco's Kirkland Signature for value. For recommendations, see Serious Eats . The Best Paper Towels of 2025 - America's Test Kitchen