I often see people say to buy the expensive toilet roll but I always go for the low end of the midrange rolls. I don't need 4ply, scented, quilted shit, I just need two pieces of paper stuck together.
There is a balance, you don't want to get the 1ply stuff you'd find in a stingy office. But just look at the label and price-per-sheet
(If you can afford it, buy a year's supply in bulk from the company)