Tesco has come under fire after a tube of toothpaste was spotted in its stores priced at an eye-watering £23. While common brands like Colgate and Oral-B generally sell between £8 and £10, specialized whitening toothpastes are now commanding prices up to £23 for a 75ml tube.
For example, Oral-B’s Intensive Whitening toothpaste was found at Tesco in Sheldon, Birmingham, priced at £20, with the brand’s Express Whitening coming in at £10. Colgate Max White Ultra, meanwhile, is priced around £9.50, or £5 for Clubcard members.
In response to the backlash, Tesco defended its pricing strategy. A spokesperson said, “We offer a wide range of toothpastes at Tesco, with prices starting at just 50p.”
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Despite grocery inflation easing to 4.7% this month from 5.2% in October, many shoppers accuse supermarkets of profiting excessively amid high prices. Shoppers expressed disbelief at the steep cost for toothpaste, highlighting the limited perceived difference between brands.
Builder Paul Hunt, 40, said, “£20 is excessive for toothpaste. Most whitening toothpastes do the same job, so spending that much seems a rip-off.” Nurse Nina Devi called the £20 Oral-B whitening toothpaste “extortionate,” noting that cheaper alternatives often contain the same ingredients. Another shopper described the situation as “scandalous” and “greedy,” questioning how such high prices can be justified.
Consumers also emphasized the financial strain caused by the cost of living crisis, with support worker Caroline Hendon remarking that many cannot afford such luxury on basic essentials like toothpaste.
This pricing trend is not limited to Tesco. At Boots in London’s Farringdon, Colgate Max White Renewal was priced at £22, while Sainsbury’s in Forest Hill sold a similar 75ml whitening toothpaste for £23.
The steep prices have sparked frustration on social media platforms like Reddit, where users criticized retailers for inconsistent and inflated pricing. One user noted unusual fluctuations in toothpaste prices at different supermarkets over weeks, while others condemned companies for prioritizing profit over affordability.
Practical advice from consumers suggests opting for cheaper brands, which largely deliver the same fluoride protection and whitening benefits, as a way to resist inflated prices.
Online prices for whitening toothpaste show some relief. For example, a double pack of Oral-B Pro 3D Intensive Whitening costs around £20 on Amazon, and smaller tubes like Colgate Max White Purple Serum are available for about £10.
Boots emphasized its competitive pricing, stating half of its dental range is priced at £5 or under, with branded products priced at or below recommended retail prices. They also highlighted regular promotions on dental hygiene items, including advanced whitening formulas.