As of 2017 we redesigned the towel rack with the new support arms. That's why the product page image is different from customers reviewed photos.
The shelf projection from the wall is 10-1/16 inches.
I discarded the plastic inserts that came with the rack and used the screw-in plastic type which I always use for this type of application. If you go this route, drill a pilot hole on the drywall or use a small phillips screwdriver to punch a pilot hole for the insert. This reduces damage to the backside of the drywall and makes for a very secure installation.