Health products such as toothpaste and razor blades can double in price in a year, research shows
Research shows that the prices of health products such as toothpaste and razor blades in the same stores can rise and fall sharply throughout the year.
Research by consumer champions at Which? found that supermarkets have a ‘promotional cycle’ where the prices of goods can fluctuate by more than 100 percent over a timeline of months.
The experts looked at products from three best-selling brands in 15 personal care areas that were available for at least 42 weeks between March 2023 and February 2024.
They checked prices at Asda, Boots, Morrisons, Ocado, Sainsbury’s, Superdrug, Tesco and Waitrose and, where available, Aldi and Lidl. Prices for each product were recorded at the same time each week.
The findings showed that Colgate’s Max White Ultimate Radiance (75ml) toothpaste in Waitrose ranged in price from £11 to £25.20 over the year.
Research by consumer champions at Which? found that supermarkets have a ‘promotional cycle’ where the prices of goods can fluctuate by more than 100 percent over a timeline of months
Which? monitored prices at Asda, Boots, Morrisons, Ocado, Sainsbury’s, Superdrug, Tesco (left) and Waitrose (right) and, where available, Aldi and Lidl
In terms of mouthwash, wide variations were found for Colgate’s Max White Expert Whitening (500ml), which regularly retails for between £2.50 and £5 in all major supermarkets. Meanwhile, Listerine Advanced Defence Gum Crisp Mint (500ml) was sold at Boots at a range of prices from £3 to £6.
For deodorants, Sure Maximum Protection Clean Scent Anti-Perspirant (150ml) costs between £3.35 and £5 at Asda and £3.50 to £5.25 at Waitrose.
Sure Men’s Anti Perspirant Aerosol Active Dry (200ml) was cheapest at Aldi (£1.95) and most expensive at Waitrose (£3).
The price of the Lynx Africa deodorant (150ml) fluctuated wherever it was stocked – between £2.66 and £4.75 at Superdrug and £3 and £4 at Tesco.
The research found that Carex, Palmolive and Radox shower gels benefited from more stable prices than other products.
The prices of razor blades were also regularly reduced by stores.
The Gillette Labs Razor with Exfoliating Bar cost £22.49 at full price at Morrisons, but was often sold for almost half the price (£11.25). The Venus Comfortglide With Olay, in turn, sold for between £6.48 and £14.99 at Superdrug all year round.
The price of Lynx Africa deodorant (150ml) fluctuated wherever it was stocked – between £2.66 and £4.75 at Superdrug and £3 and £4 at Tesco
The prices of razor blades were also regularly reduced by stores
Allergy tablets saw eye-watering price swings: 30 Piriteze Hay Fever tablets at Waitrose were reduced in price from £11.50 to £8 between May and July 2023, subsequently costing £11.55.
Which? advised consumers to stock up on cheap hay fever products or buy generic brands as most tablets have a shelf life of at least a year.
Perhaps surprisingly, sunscreen prices fell during peak demand in the spring and summer.
At Asda, Nivea Protect and Moisture Sun Lotion SPF 30 (200ml) cost £6 between April and August 2023, almost doubling to £13 in September.
Which? found that the price of a 12-pack of Durex Real Feel Non Latex Condoms rose and fell from between £11 and £18.15 at Waitrose throughout the year.
The same product fluctuated by £5.50 at Superdrug and £5 at Boots compared to their best in-store offers.
Asda was generally the cheapest in health products. Based on a comparison of 107 items, it was found to be the best value for 28 percent of the products.
Next were Morrisons (26 percent), Superdrug (16 percent), Ocado (10 percent), Boots and Sainsburys (7 percent) and Tesco (5 percent). Waitrose was only the cheapest 2 percent of the time. Aldi and Lidl had a smaller range and were therefore not included.
Aldi had a smaller range and was therefore not included
Ele Clark, which one? Retail Editor said: ‘Retailers are constantly changing the prices of products based on demand, seasonality, agreements with manufacturers and what their competitors are doing.
The advice of ‘What?’ in this rapidly changing market, it’s best to keep an eye on the prices of products you regularly buy and stock up when the price is low – or ask yourself whether it’s really essential to have and use your favorite brand consider switching to a cheaper product that can do the job just as well.’