A photo of Colgate toothpaste on sale for £11 has sparked a discussion online about toothpaste prices in the UK. GB News presenter Camilla Tominey shared an image of the pricey product taken at Boots in Victoria, London. It showed a tube of Colgate Max White Ultra Active Foam toothpaste.

Some social media users were shocked by the price. One wrote: "This is profiteering on an industrial scale." Another added: "It is crazy but there are cheaper alternatives." Similar reports last year showed toothpaste selling for up to £23.

Toothpaste prices depend on a number of factors including the base cost set by manufacturers and the pricing startegies of retailers. Standard toothpastes are often available at lower prices from bargain outlets.

Products marketed for whitening or repair are often more aggressively priced. This is because toothpastes claiming to offer quick whitening or enamel regeneration often target customers who are willing to pay a higher premium.

Some supermarkets also set a high regular price with a lower price on offer for loyalty scheme customers.

Research by consumer champion Which? In 2024 found that the cost of a tube of toothpaste also varied according to the time of year, as prices fluctuate depending on demand, agreements with manufacturers and competitors' pricing.

Ele Clark, who was then retail editor at Which?, advised: "Keep an eye on the prices of products you buy regularly and stock up when the price is low - or ask yourself if it's really essential to have your preferred brand and consider switching to a cheaper product that can do just as good a job."

The British Dental Association has previously advised that the effectiveness of toothpaste depends on its fluoride level rather than the price.

Fluoride is a natural minteral that helps to strengthen tooth enamel, preventing decay and cavities.

Cheaper supermarket own-label toothpaste often contain the same concentration of fluoride as more expensive brands, making them just as effective for basic dental health.

The NHS advises that children aged six and over and adults should use family fluoride paste containing 1350-1500ppm of fluoride.