The products you should never pay full price for, from toothpaste to deodorant

With so many brands and products for every part of our lives on the market, it can be hard to know what’s good value for money and what isn’t.

When it comes to health products, figuring out which brands to trust can be even trickier. With the cost of living crisis still affecting how much people are able to spend, it’s more important than ever to stay on top of the prices of our necessities and favourite products.

Consumer champion Which? have released new research to help shoppers discern whether they should be buying certain health-related products at full price, or if they can get a better deal.

Which? analysed branded products sold at major supermarkets and pharmacies including Asda, Boots, Morrisons, Ocado, Sainsbury’s, Superdrug, Tesco, and Waitrose, as well as at Aldi and Lidl when available.

Examining 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, researchers found that prices of personal care staples varied significantly throughout the year for nearly every big brand.

They said that this "suggests that the products are regularly on a promotion cycle and consumers could get deals if they shop around for health products".

Everyday items like toothpaste, mouthwash, deodorant, shower gel, and razors were highlighted in the research as having prices that fluctuate often throughout the year.

For example, Colgate’s Max White Ultimate Radiance (75ml) toothpaste cost anywhere between £11 to £25.20 throughout the year in Waitrose, whereas Asda and Boots commonly priced the product at £12.

The investigation also found that Lynx Africa deodorant (150ml) fluctuated in price at every retailer it was stocked at, between £2.66 and £4.75 at Superdrug and £3 and £4 at Tesco.

Razors were also particularly susceptible to price fluctuations, especially some Gillette products, according to Which?. The Gillette Labs Razor with Exfoliating bar cost £22.49 at Morrisons at full price, but was frequently reduced to half that amount.

Allergy tablets, sunscreen and condoms were also found to have significant price variations at different times of the year.

A packet of Piriteze Hayfever and Allergy Relief Tablets were reduced in price from £11.50 to £8 between May and July 2023, but cost £11.55 the rest of the year.

The same product was £10.55 from March to July 2023 at Boots, but rose to £11.55 the rest of the year.

Which? points out that consumers can save money on hay fever relief by choosing generic or own-brands and stocking up when they see a deal.

Ele Clark, retail editor at Which?, said of the findings: "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."

Health products with the biggest price variations

• Colgate Max White Ultimate Radiance Toothpaste (75ml), sold in Waitrose: From £11 to £25.20

• Colgate Max White Expert Whitening Mouthwash (500ml), sold in all major supermarkets: From £2.50 to £5

• Listerine Advanced Defence Gum Crisp Mouthwash (500ml), sold in Boots: From £3 to £6

• Sure Men’s AntiPerspirant Aerosol Active Dry (200ml), sold in Aldi vs Waitrose: From £1.95 to £3

• Lynx Africa deodorant (150ml), sold in Superdrug: From £2.66 to £4.75

• Gillette Venus Comfortglide with Olay Razor, sold in Superdrug: From £6.48 to £14.99

• 30 Piriteze Hayfever and Allergy Relief Tablets, sold in Waitrose: From £8 to £11.55

• 14 Panadol, sold in Sainsbury’s: From £1.75 to £3.80

• Nivea Protect and Moisture Sun Lotion SPF 30 (200ml), sold in Asda: From £6 to £13

• Durex Real Feel Non Latex Condoms, sold in Waitrose: From £11 to £18.15

Read more about health and wellness:

• How to get a good night's sleep with hay fever (Yahoo Life UK, 4-min read)

• The remarkable ways mental health impacts your teeth (Yahoo Life UK, 5-min read)

• 4 beetroot recipes to help lower blood pressure this summer (Yahoo Life UK, 8-min read)