The prices of health products such as toothpaste and razors can go up and down dramatically in the same shops over the year, according to a study.
Research by consumer champions at Which? found that supermarkets have a ‘promotion cycle’ where the prices of goods can fluctuate by more than 100 per cent across a timeline of months.
The experts looked at products from three top-selling brands across 15 personal care areas 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, when 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 ranged from £11 to £25.20 in price over the year in Waitrose.
![Research by consumer champions at Which? found that supermarkets have a 'promotion cycle' where the prices of goods can fluctuate by more than 100 per cent across a timeline of months](https://i.dailymail.co.uk/1s/2024/06/26/22/86616473-13573429-image-a-1_1719435810681.jpg)
Research by consumer champions at Which? found that supermarkets have a ‘promotion cycle’ where the prices of goods can fluctuate by more than 100 per cent across a timeline of months
![Which? checked prices at Tesco](https://i.dailymail.co.uk/1s/2024/06/26/22/86616565-13573429-image-m-7_1719436089280.jpg)
![Experts also checked prices at Waitrose and, when available, Aldi and Lidl](https://i.dailymail.co.uk/1s/2024/06/26/22/86616573-13573429-image-m-9_1719436102918.jpg)
Which? checked prices at Asda, Boots, Morrisons , Ocado , Sainsbury’s, Superdrug, Tesco (left) and Waitrose (right) and, when available, Aldi and Lidl
In mouthwash, big variations were found for Colgate’s Max White Expert Whitening (500ml) regularly selling from between £2.50 and £5 at all major supermarkets. Meanwhile, Listerine Advanced Defence Gum Crisp Mint (500ml) sold at various prices from £3 to £6 at Boots.
For deodorants, Sure Maximum Protection Clean Scent Anti-Perspirant (150ml) cost between £3.35 to £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 priciest at Waitrose (£3).
Lynx Africa deodorant’s (150ml) price fluctuated everywhere it was stocked – between £2.66 and £4.75 at Superdrug and £3 and £4 at Tesco.
The investigation found Carex, Palmolive and Radox shower gels benefited from more stable prices than other products.
Razor prices were also regularly slashed by shops.
The Gillette Labs Razor with Exfoliating Bar cost £22.49 at Morrisons at full price – but was frequently sold for nearly half price at £11.25. For its part, the Venus Comfortglide With Olay sold for between £6.48 and £14.99 across the year at Superdrug.
![Lynx Africa deodorant's (150ml) price fluctuated everywhere it was stocked - between £2.66 and £4.75 at Superdrug and £3 and £4 at Tesco](https://i.dailymail.co.uk/1s/2024/06/26/22/86616805-13573429-image-a-2_1719435971981.jpg)
Lynx Africa deodorant’s (150ml) price fluctuated everywhere it was stocked – between £2.66 and £4.75 at Superdrug and £3 and £4 at Tesco
![Razor prices were also regularly slashed by shops](https://i.dailymail.co.uk/1s/2024/06/26/22/86616505-13573429-image-a-3_1719436009630.jpg)
Razor prices were also regularly slashed by shops
Allergy tablets saw eyewatering price swings: 30 Piriteze Hayfever Tablets at Waitrose were reduced in price from £11.50 to £8 between May and July 2023 and then cost £11.55.
Which? advised consumers to stock up on hayfever products when cheap or buy generic brands as most tablets have a shelf life of at least a year.
Perhaps surprisingly, sunscreen prices slid during peak demand in spring and summer.
At Asda, Nivea Protect and Moisture Sun Lotion SPF 30 (200ml) cost £6 between April and August 2023 and nearly doubled to £13 in September.
Which? discovered the price of a 12-pack of Durex Real Feel Non Latex Condoms rose and fell from between £11 and £18.15 across the year at Waitrose.
The same product fluctuated by £5.50 at Superdrug and £5 at Boots compared to their best offers in store.
Asda was cheapest for health products overall. Based on comparing 107 items, it ranked as best value on 28 per cent of products.
Next was Morrisons (26 per cent), Superdrug (16 per cent), Ocado (10 per cent), Boots and Sainsburys (7 per cent) and Tesco (5 per cent). Waitrose was cheapest just 2 per cent of the time. Aldi and Lidl had smaller ranges so weren’t included.
![Aldi had a smaller range so wasn't included](https://i.dailymail.co.uk/1s/2024/06/26/22/86617009-13573429-image-m-11_1719436304224.jpg)
Aldi had a smaller range so wasn’t included
Ele Clark, Which? Retail Editor, said: ‘Retailers constantly change products’ prices based on demand, seasonality, agreements with manufacturers and what their competitors are doing.
‘Which?’s advice in this fast-changing market is to 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.’
[Notigroup Newsroom in collaboration with other media outlets, with information from the following sources]