A consumer test has found that a 50p supermarket own-brand toothpaste outperformed a £3 tube of Colgate. The trial, conducted by a shopper who had long been loyal to Colgate, compared five own-label toothpastes from Tesco, Morrisons, Asda, Sainsbury's, and Aldi against the market leader.
Tesco's own-brand toothpaste, priced at 50p for 100ml, was declared the winner. The tester praised its pleasant mint flavour and effective cleaning, noting it left the mouth feeling fresh. Morrisons' 50p version was also commended for its consistency and minty notes, though the flavour did not fully convince the reviewer.
Sainsbury's toothpaste, at £1 for 100ml, was found to have excellent texture and helped with dental sensitivity, but the aftertaste was off-putting. Asda's 6-in-1 toothpaste, costing 98p, was rated poorly for leaving the mouth dry despite decent flavour. Aldi's 60p toothpaste was agreeable but did not leave a lasting clean feeling.
The Colgate tube, priced around £3, was deemed overpriced. The tester found it did not leave the mouth any fresher or cleaner than Tesco's own brand, and the texture was too intense. The results suggest that shoppers can save money without compromising on quality by choosing supermarket own-label toothpastes.
