Supermarket giants Tesco and Sainsbury's have publicly addressed growing customer anger after the price of a tube of toothpaste was spotted at a staggering £23 in a Birmingham store.
Shoppers have taken to online forums to express their outrage, with many accusing the retailers of profiteering on an essential oral hygiene product.
Customer Outcry Over Soaring Prices
The controversy ignited when a 75ml tube of Colgate Max White Ultimate Renewal Teeth Whitening Toothpaste was listed for £23 from Sainsbury’s. Similarly, a 75ml tube of Oral-B 3D White Clinical Intensive Whitening Bright Brilliance was priced at £20 from both Boots and other retailers.
On social media platform Reddit, one user voiced a common sentiment, stating, "This is just profiteering. The toothpaste prices at places like B&M, Home Bargains and Savers is nowhere near that price."
The frustration was palpable, with another person commenting that they found it "pretty insulting to see toothpaste charged at £23." The discussion quickly broadened to wider cost-of-living concerns.
"No wonder shoplifting is so rife, you need a second mortgage to afford a decent shop these days," one person remarked. Another added, "We are being milked for every single penny. All under the guise of 'cost of living.'"
Supermarkets Defend Their Pricing Strategy
In response to the backlash, both Tesco and Sainsbury's have broken their silence, emphasising the range of choices available to customers.
A spokesperson for Tesco told The Sun: "We have a wide range of toothpastes available at Tesco, with prices starting at just 50p."
Similarly, a Sainsbury’s spokesperson stated: "Our customers can choose from a wide range of toothpaste and whitening products to suit every budget. From everyday essentials like Stamford Street Toothpaste at 55p to Colgate Max White Purple Reveal at £2.99. Several premium whitening toothpastes are also currently available at half price with Nectar Prices."
Both retailers stock a comprehensive selection of toothpaste, including major brands like Colgate, Sensodyne, and Oral-B, alongside their own more affordable own-label alternatives. These products cater to various needs, from cavity protection and sensitivity relief to advanced whitening.
A Sign of Wider Cost-of-Living Pressures
This incident highlights the intense scrutiny supermarkets are under as households across the UK grapple with the ongoing cost of living crisis. While retailers point to budget-friendly options, the visibility of such high prices for everyday goods has become a flashpoint for public discontent.
The conversation, which began on November 18, 2025, continues to resonate with shoppers who feel squeezed by rising prices, making the humble tube of toothpaste a symbol of broader economic pressures.
