Shoppers across Britain are expressing fury as the price of toothpaste soars to an astonishing £23 in leading supermarkets, with many accusing retailers of blatant profiteering during the ongoing cost of living crisis.
Eye-Watering Price Tags on the Shelves
Everyday oral care is no longer a low-cost essential. Standard varieties from well-known brands like Colgate and Oral-B are now routinely priced between £8 and £10. However, it is the premium whitening products that are causing the most outrage.
At a Tesco in Sheldon, Birmingham, a single 75ml tube of Oral-B Intensive Whitening was spotted with a £20 price tag, while its Express Whitening counterpart cost £10. On the same aisle, a 75ml tube of Colgate Max White Ultra was priced at £9.50, or £5 for Tesco Clubcard holders.
The situation is even more extreme elsewhere. A Boots store in London's affluent Farringdon area was selling Colgate Max White Renewal for £22. Meanwhile, at a Sainsbury's branch in Forest Hill, south east London, shoppers faced a staggering £23 price for a 75ml tube of Colgate's Max White Ultimate, which promises an 'instant effect'.
Shoppers Voice Their Anger and Disbelief
The reaction from consumers has been one of sheer disbelief and anger, with many labelling the prices as extortionate.
Paul Hunt, a 40-year-old builder, said, "£20 is a bit excessive for toothpaste. To me they all do the same thing so why would you spend £20?" He added, "Most brands these days do a whitening toothpaste, so to me £20 is a rip off."
Nina Devi, a 23-year-old nurse, branded the £20 Oral-B toothpaste 'extortionate'. She commented, "You can get those toothpastes for about £3, I don't know what's special about this product that the value is £20. I'd pay maximum about £2.50 for toothpaste."
Another shopper, who wished to remain anonymous, stated, "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." They went on to say, "It just shows how greedy the companies making these products are. How can they justify charging £10 or £20 for toothpaste? It's scandalous."
Caroline Hendon, a 42-year-old support worker, accused the shops of profiteering. "I'd probably only spend £5 on toothpaste, £20 is definite profiteering by the shops, it's too much," she said. "Not many people have that kind of money now with the cost of living crisis... It's not fair."
Online Debate and Retailer Responses
The controversy has spilled onto social media, with Reddit users expressing their shock at the volatile and soaring costs. One user noted wild price fluctuations for Colgate Total in ASDA, seeing it jump from £2 to £7.70 in a matter of weeks.
Another user voiced a common frustration: "I'm fed up of these companies pretending their costs have increased massively when they are making hundreds of millions a year." Others offered practical advice, pointing out that cheaper brands are often just as effective, as toothpaste is fundamentally "just fluoride with an abrasive, some detergent and flavourings."
In response to the outcry, a Tesco spokesperson emphasised that they "have a wide range of toothpastes available at Tesco, with prices starting at just 50p."
Similarly, a Boots spokesperson stated that they offer dental products starting from 50p, with half of their range priced at £5 or under. They defended the high prices for advanced branded products, confirming they are sold "at or below the RRP" set by suppliers.
This price surge for a basic hygiene item comes as official figures show grocery inflation stands at 4.7 per cent this month, a slight decrease from October's 5.2 per cent. However, for many Britons, the reality on the shelves feels far removed from these statistics, fuelling accusations that major retailers are capitalising on the economic climate at the expense of their customers.
