The price of toothpaste has reached startling levels in UK supermarkets, with some brands selling for as much as £23 for a single 75ml tube. This surge in prices has sparked outrage among consumers, who accuse retailers of profiteering. Popular brands such as Colgate and Oral-B now commonly range from £8 to £10, while premium whitening options command even higher prices.
In Birmingham, a Tesco store was observed selling the Oral-B Intensive Whitening toothpaste for £20, with its Express Whitening variant priced at £10. Nearby, a tube of Colgate Max White Ultra was marked at £9.50, or £5 for Clubcard holders, according to reports from Wales Online.
Consumer Concerns Over Pricing Practices
Food inflation in the UK currently stands at 4.7 percent, a decrease from the 5.2 percent recorded by the British Retail Consortium in October 2023. Despite this slight decline, many consumers are still feeling the pinch as everyday essentials become increasingly expensive. Builder Paul Hunt, 40, expressed his frustration, saying, “To me, they all do the same thing, so why would you spend £20?”
Another shopper, nurse Nina Devi, 23, labeled the price of the Oral-B whitening toothpaste as “extortionate.” She noted that many alternative brands offer similar ingredients at a fraction of the cost, stating, “You can get those toothpastes for about £3; I don’t know what’s special about this product that justifies £20.”
Many shoppers are voicing their concerns about the fairness of these prices. A woman who chose to remain anonymous remarked, “It’s ridiculous; I’d rather pay £1.50 or £2 max. Unless this gives you a smile like Simon Cowell, it’s not worth it.”
Support worker Caroline Hendon, 42, further emphasized the impact of the rising costs on everyday life, stating, “Not many people have that kind of money now with the cost of living crisis… It’s not fair.”
Widespread Outrage in the Retail Sector
The alarming prices are not confined to supermarkets. In the upscale Farringdon district of London, a Boots store was selling Colgate Max White Renewal for £22. Meanwhile, at a Sainsbury’s store in Forest Hill, the Colgate Max White Ultimate was priced at an astonishing £23. One dissatisfied shopper shared their frustration, stating, “The price of things is just crazy… I find it pretty insulting to see toothpaste charged at £23.”
Social media platforms, especially Reddit, have seen users expressing disbelief over the fluctuating prices. One user noted, “Over the past several months, I’ve noticed random changes to toothpaste prices… Three weeks ago, this was £2; now it’s about £5.” Another user criticized companies for their pricing strategies, asking, “When do we put our foot down and say no more?”
For those looking for more affordable options, online shopping may provide some relief. A twin pack of Oral-B Pro 3D Intensive whitening is available on Amazon for £20, while a 40ml tube of Colgate Max White Purple Serum is priced at £10.
In response to the backlash, a Tesco spokesperson stated, “We have a wide range of toothpastes available at Tesco, with prices starting at just 50p.” A representative from Boots echoed this sentiment, adding, “We regularly run promotions on dental hygiene products, including advanced formulation lines… Both the Colgate and Oral-B lines highlighted in this case are sold at or below the recommended retail price in our stores and online.”
As consumers continue to grapple with rising costs, the toothpaste price surge serves as a stark reminder of the broader economic challenges many are facing in the UK.
