Tesco has publicly responded to growing customer anger after images of toothpaste priced at a staggering £23 per tube circulated online. The supermarket giant has defended its pricing strategy, emphasising the breadth of its affordable options.
Shelf Shock in the Aisles
Shoppers in a Tesco store in Sheldon, Birmingham, were met with surprising price tags on premium oral care products. A 75ml tube of Oral-B Intensive Whitening toothpaste was found on sale for £20, while the brand's Express Whitening variant was priced at £10. On the same shelf, a tube of Colgate Max White Ultra was available for £9.50, or £5 for Clubcard members.
This comes at a time when standard toothpastes from brands like Colgate and Oral-B are routinely priced between £8 and £10, making the jump to over £20 for a high-end whitening paste a significant point of contention for many consumers.
A Supermarket's Defence and Shopper Outrage
In the face of the backlash, a Tesco spokesperson issued a statement: "We have a wide range of toothpastes available at Tesco, with prices starting at just 50p." This defence highlights the supermarket's attempt to balance its product range, catering to both budget-conscious and premium-seeking customers.
However, this justification has done little to placate shoppers struggling with the ongoing cost of living crisis. Builder Paul Hunt, 40, called the £20 price "a bit excessive" and "a rip off". Nurse Nina Devi, 23, branded it "extortionate", questioning the special ingredients that could warrant such a cost. Another anonymous shopper remarked sarcastically, "Unless this gives you a smile like Simon Cowell it's not worth it."
Support worker Caroline Hendon, 42, directly accused shops of profiteering, stating, "£20 is definite profiteering by the shops... People haven't got that kind of money to pay £20 on toothpaste."
A Wider Retail Trend and Online Reaction
The premium pricing is not isolated to Tesco. A Boots store in London's Farringdon was selling Colgate Max White Renewal for £22, while a Sainsbury's in Forest Hill, south east London, priced Colgate's Max White Ultimate at £23 for a 75ml tube.
The issue has also ignited discussions on social media platforms like Reddit, where users expressed their dismay at the volatile and rising costs of everyday essentials. One user pointed out the fluctuating price of Colgate Total in ASDA, which moved from £2 to £7.70 and then to £5 within weeks. Another user offered practical advice, noting, "Toothpaste isn't exactly a high-tech industry... Cheaper brands are pretty much just as good. That's how you put your foot down."
This public outcry occurs against a backdrop of slowly easing but still palpable grocery inflation, which stood at 4.7 per cent this month, down from 5.2 per cent in October according to the British Retail Consortium.
