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Supermarkets exposed for huge price variations on common shopping items

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Supermarkets exposed for huge price variations on common shopping items

The cost of living crisis is still ongoing for too many of us. People are being forced to cut back on how much they get during their shop – with essentials still on the pricier side.

Because of this, consumer champions Which? have revealed the health products you should never buy at full price, from toothpaste to deodorant. It comes as their research showed that prices of popular health products – such as Colgate toothpaste and Gillette razors – can fluctuate wildly.




This means that shoppers could save up to 50 per cent by buying them at the right time. The consumer champion analysed branded products sold at Asda, Boots, Morrisons, Ocado, Sainsbury’s, Superdrug, Tesco and Waitrose, and, when available, at Aldi and Lidl.

Which? looked at like for like products from the three top-selling brands across 15 health and personal care product areas that were available for at least 42 weeks of the year between March 2023 and February 2024. Multi-buy offers and loyalty prices were excluded.

The consumer advocate recorded a snapshot of prices for each product at the same time weekly throughout the year. Researchers discovered that personal care staples vary significantly in cost throughout the year for almost every big brand. According to Which?, this suggests the products are regularly on a promotion cycle, meaning consumers can get great deals if they shop around for health products.

Toothpaste prices fluctuated from store to store(Image: Getty)

Toothpaste brand Colgate’s Max White Ultimate Radiance (75ml) cost from £11 up to £25.20 throughout the year in Waitrose. However, Asda and Boots will often see the product priced at £12.

Researchers at Which? also found variations in mouthwash prices across different stores. For instance, Colgate’s Max White Expert Whitening (500ml) was sold for both £2.50 and £5 at various major supermarkets throughout the year. Similarly, Listerine Advanced Defence Gum Crisp Mint (500ml) was priced between £3 and £6 at Boots.

Another product examined by the consumer advocate was deodorant, a category often found on sale. The price of Sure Maximum Protection Clean Scent Anti-Perspirant (150ml) ranged from £3.35 to £5 at Asda and from £3.50 to £5.25 at Waitrose. Sure Men’s Anti Perspirant Aerosol Active Dry (200ml) was the most stably priced of the deodorants that Which? looked at although it was cheapest at Aldi (£1.95) and priciest at Waitrose (£3).

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