Shoppers across the UK are expressing sheer disbelief and anger as the price of a basic daily essential – toothpaste – reaches what many are calling 'flipping ridiculous' levels, with some tubes now costing as much as £23.
The Supermarket Shock
The reality of the cost of living crisis hit home for one disgruntled mother, who was overheard in a supermarket exclaiming, 'This can’t be f**king real. Eight f**king pound ten for some toothpaste.' The sentiment is widespread, as evidenced by a standard 75ml tube of Colgate Max White Ultimate Whitening Toothpaste spotted for £23. To put this into perspective, that same amount of money could buy you four rump steaks from Waitrose, a 5.99kg whole turkey from Sainsbury’s, or a flight to Marrakech with £8 left to spend.
Colgate is not the only brand commanding a high price. Opting for Oral-B’s Pro Science Clinical Intensive Clean Toothpaste or Sensodyne’s Clinical Repair will each set you back £10. This surge has led shoppers to take to TikTok, claiming that a fundamental toiletry is being transformed into a 'luxury item'.
Shrinkflation and Consumer Fury
Adding insult to injury, the consumer watchdog Which? recently revealed that toothpaste is a major culprit for shrinkflation. The price per 100ml has rocketed by a staggering 105%. A clear example is Aquafresh’s Complete Care Original Toothpaste, which climbed in price from £1.30 to £2, while the amount in the tube fell from 100ml to 75ml.
Social media is alight with frustration. TikToker Petal ranted, 'What is going on in the world today? £8 for toothpaste, this is flipping ridiculous. Something needs change man, that’s crazy work.' Another user, Lynn, shared sarcastically, 'I think they’re going to have to start doing disposable teeth so we don’t have to brush them.' A further comment read, 'What in the cost of living crisis is this? £6 for toothpaste – that’s blown my mind.'
Consumer champion Martin Newman agrees with the public's disgruntlement, telling Metro: 'We’ve crossed a line when the cost of brushing your teeth feels like a privilege rather than a basic hygiene routine. Should it cost £8 to brush your teeth? Absolutely not. That’s a symptom of a market that’s lost touch with the consumer reality many households face.'
Why Are Prices So High?
According to Martin Newman, the dramatic price surge is driven by three key factors: inflationary pressure, supply chain costs, and premiumisation.
'The cost of ingredients, transport, packaging, and marketing has all gone up in the last two years, and big brands have passed much of that onto consumers,' he explains. 'At the same time, brands have become very good at “premiumising the basics” — convincing us that we need whitening technology, enamel repair, or charcoal cleansing to get a better result. What used to be a £2 essential is now sold as a £6–£8 science-driven solution.'
But do these premium products contain ingredients that justify such a high cost? Dentist Dr Sulaman Anwar, Specialist Periodontist and Implant Surgeon of Serio Dental, thinks not. He breaks down the key additions in high-end whitening toothpastes, such as sodium polyphosphate, potassium citrate, and refined hydrated silica polishing agents.
'Polyphosphates are commonly used in whitening products because they help disrupt how stains attach to the tooth surface,' Dr Anwar clarifies. 'Potassium citrate is included as a desensitising agent... The silica particles provide polishing, and in higher-priced toothpastes these particles tend to be more uniform and designed to remove stains more gently.'
While these ingredients elevate the formula above basic budget options, Dr Anwar states they are not exclusive. 'In my professional view these ingredients don’t justify the £23 price tag,' he asserts. 'The cost reflects branding, marketing, and the “at-home whitening” positioning, rather than a genuinely superior or advanced formula.'
This is a tough reality to accept, especially when considering that more than 7 million low-income families are going without essentials in 2025, as reported by the Joseph Rowntree Foundation. The situation is projected to worsen, with disposable incomes after housing costs expected to fall by £690 by 2030.
Brands rely on 'consumer inertia' – the assumption that people will not actively switch brands. However, Martin Newman believes a change is coming. 'I think we’re nearing consumer pushback territory — people will start trading down to supermarket own-labels or discount brands, which often perform just as well for a fraction of the price,' he adds.
Ultimately, the issue boils down to fairness. 'Value isn’t always about price — it’s about fairness,' Martin concludes. 'Consumers are willing to pay for genuine innovation or sustainability, but not for marketing spin on basic needs.' Metro has contacted Colgate for comment.
