Consumer group warns shoppers to be savvy when buying toiletries after finding prices fluctuate massively

A study has found that the prices of health products like toothpaste and razors can vary dramatically within the same shops over the course of a year.

Consumer champion Which? discovered that supermarkets use 'promotional cycles' that result in the price of goods fluctuating by more than 100% across a timeline of months.

Researchers from Which? examined products from three top-selling brands across 15 personal care categories that were available for at least 42 weeks between March 2023 and February 2024. They checked prices at major retailers like Asda, Boots, Morrisons, Ocado, Sainsbury's, Superdrug, Tesco and Waitrose, as well as Aldi and Lidl where data was available.

The findings were eye-opening. For instance, Colgate's Max White Ultimate Radiance (75ml) toothpaste ranged from £11 to £25.20 in price over the year at Waitrose. Similarly, big variations were found for mouthwash, with Colgate's Max White Expert Whitening (500ml) regularly selling from between £2.50 and £5 at all major supermarkets. They also discovered:

• Deodorants like Sure Maximum Protection Clean Scent Anti-Perspirant (150ml) cost between £3.35 to £5 at Asda and £3.50 to £5.25 at Waitrose.
• Razor prices were also regularly slashed, with the Gillette Labs Razor with Exfoliating Bar costing £22.49 at full price but frequently sold for nearly half price at £11.25.
• Allergy tablets saw dramatic price swings, with 30 Piriteze Hayfever Tablets at Waitrose reduced from £11.50 to £8 between May and July 2023, then back up to £11.55.
• Sunscreen prices surprisingly slid during peak demand in spring and summer, with Nivea Protect and Moisture Sun Lotion SPF 30 (200ml) at Asda costing £6 between April and August 2023 before nearly doubling to £13 in September.

The study found Asda was the cheapest overall for health products, ranking as best value on 28% of the 107 items compared. Morrisons came in second at 26%, followed by Superdrug, Ocado, Boots, Sainsbury's, and Tesco. Waitrose was the cheapest option just 2% of the time.

The advice from Which? is to keep an eye on the prices of products you buy regularly and stock up when the price is low. It's also worth considering switching to a cheaper alternative brand if the quality is comparable.

Ways to save money on toiletries

The average household spends £43.60 each month on toiletries. The price of essentials such as toothpaste, soap, shampoo, and conditioner has soared since inflation started to increase in 2021. And even though inflation has dropped back to 2%, toiletries have remained pricey. But there are still bargains to be had if you’re savvy. Here are our top tips on how to save money when stocking up on bathroom essentials.

Be a minimalist – consider what you really need and don’t get sucked into buying things that are on promotion because it seems like a great deal.

Don’t buy into brands – go for own brand or generic items, which often use the same ingredients but are much cheaper.

Get testers – avoid buying toothpaste or toothbrushes by asking for samples each time you visit the dentist.

Store bottles upside down – avoid wastage by storing bottles the wrong way around, which ensures all the product pours down.

Keep scissors in the bathroom – cut open tubes to squeeze out the last of the product stuck at the end. And don’t open new tubs or tubes until you’ve completely finished the old one.

Make technology your friend – use price reduction websites, such as Alertr, Camelcamelcamel and Visusalping to monitor price drops.

What help is available if I can’t afford essential toiletries for me and my family? 

Hygiene poverty affects millions of households. Toiletries aren’t just a luxury they are essential for everyday living. Some charities and community organisations provide free toiletries to low income families or those who are struggling, such as:

• The Hygiene Bank
• Toiletries Amnesty
• 3sg

Some food banks also stock toiletries and there are also specific beauty banks dotted around the country.

Find out what help is available to you locally by searching The Trussell Trusts interactive map.

To access these groups, you’ll usually need a referral from a professional body, such as us, your GP, child’s school, or the local police station.