Shoppers across Britain have expressed outrage after discovering a tube of toothpaste priced at a staggering £20 in Tesco, highlighting the intense pressure households face during the ongoing cost of living crisis.
The Shocking Discovery
The controversy erupted when customers at a Tesco store in Sheldon, Birmingham, spotted Oral-B Intensive Whitening toothpaste on sale for £20. On the same shelf, the brand's Express Whitening variant was marked at £10, while a 75ml tube of Colgate Max White Ultra was priced at £9.50, or £5 for Clubcard holders.
Builder Paul Hunt, 40, did not hold back his frustration. "£20 is a bit excessive for toothpaste," he stated. "To me they all do the same thing so why would you spend £20? Most brands these days do a whitening toothpaste, so to me £20 is a rip off."
Nurse Nina Devi, 23, branded the price "extortionate". She questioned the product's value, saying, "If you look at the other brands, there's probably the same ingredients for sensitive teeth that's in there. You can get those toothpastes for about £3, I don't know what's special about this product that the value is £20."
A Wider Pattern of Price Hikes
This incident is not isolated to Tesco. The investigation found that high-end whitening pastes can cost up to £23 for a single 75ml tube. A Sainsbury's in Forest Hill, south east London, was selling Colgate's Max White Ultimate for £23, while a Boots in London's Farringdon had Colgate Max White Renewal priced at £22.
These premium prices exist against a backdrop where standard toothpastes from brands like Colgate and Oral-B are routinely priced between £8 and £10. Despite grocery inflation easing to 4.7 per cent this month from 5.2 per cent in October, prices remain stubbornly high, leading to accusations of profiteering against major retailers.
Caroline Hendon, a 42-year-old support worker, voiced a common sentiment: "I'd probably only spend £5 on toothpaste, £20 is definite profiteering by the shops, it's too much. Not many people have that kind of money now with the cost of living crisis and people losing their jobs."
Consumer Backlash and Alternative Solutions
The soaring costs have sparked a significant backlash online and in stores. One anonymous shopper remarked, "Unless this gives you a smile like Simon Cowell it's not worth it. It just shows how greedy the companies making these products are."
On Reddit, users shared their shock at the unpredictable pricing of dental products. One user noted dramatic fluctuations, observing that a Colgate Total product jumped from £2 to £7.70 within weeks. Another user expressed exhaustion, stating, "I'm fed up of these companies pretending their costs have increased massively when they are making hundreds of millions a year."
Many are turning to more affordable options. As one Reddit user wisely advised, "Toothpaste isn't exactly a high-tech industry, it's just fluoride with an abrasive, some detergent and flavourings. Cheaper brands are pretty much just as good. That's how you put your foot down." Online retailers like Amazon offer slightly better deals, with a double pack of Oral-B Pro 3D Intensive whitening costing £20.
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 highlighted their broad range, with half of their dental products priced at £5 or under, and confirmed they sell branded products at or below the recommended retail price.
