Toothpaste prices have soared to an eye-watering £23 per tube in UK supermarkets, leaving shoppers fuming over what they call blatant profiteering. Basic brands like Colgate and Oral-B typically cost between £8 and £10, but premium whitening versions are now reaching the shocking £23 mark.
Supermarket Shelves Stock Steep Prices
At Tesco in Sheldon, Birmingham, Oral-B Intensive Whitening toothpaste was spotted priced at £20, while the brand’s Express Whitening goes for £10. Colgate Max White Ultra was priced at £9.50, with Tesco Clubcard holders getting a bargain price of £5. Grocery inflation has dipped slightly from 5.2% in October to 4.7% this month, yet prices remain sky-high.
Shoppers Slam Toothpaste Price Gouging
One said:
“£20 is a bit excessive for toothpaste. To me, they all do the same thing, so why pay £20? Most brands do a whitening toothpaste now, so it’s a rip off. I usually shop at Aldi but avoid Tesco for toothpaste.”
Similarly, 23-year-old nurse Nina Devi called the £20 Oral-B whitening paste “extortionate,” adding:
“You can get toothpastes with the same ingredients for around £3. I don’t know what’s so special about this product.”
Another shopper, speaking anonymously, labelled the prices “ridiculous.” She said:
“Unless it gives you a Simon Cowell smile, it’s not worth it. The companies are just greedy.”
Prices are High in Boots and Sainsbury’s Too
It’s not just supermarkets. Boots in London’s posh Farringdon store has Colgate Max White Renewal going for £22. Meanwhile, in Sainsbury’s Forest Hill, south east London, Colgate Max White Ultimate costs £23 for a 75ml tube.
One shopper blasted:
“Toothpaste at £23 is insulting. No wonder shoplifting is on the rise. You practically need a second mortgage to do your shopping these days.”
Redditors Shocked by Price Hikes
Online chatter reflects growing anger. One Reddit user shared:
“Colgate Total went from £2 at ASDA to £7.70 in weeks, now about £5. The price changes don’t make sense.”
Another said:
“Companies claim rising costs, but they make hundreds of millions. This constant price hike is just greed.”
Advice from users?
“Toothpaste isn’t rocket science — it’s fluoride, abrasives and flavour. Cheaper brands work just as well. That’s how you show them!”
Supermarkets Defend Pricing
A Tesco spokesperson stated: “We offer a wide range of toothpastes starting at just 50p.” Boots added:
“About half our dental range is priced at £5 or under. We run regular promotions and match or beat recommended retail prices.”
But shoppers remain unimpressed as price hikes bite hard. Toothpaste – once an everyday essential – has now become a costly luxury.
