Cash-strapped shoppers are feeling the cost of living bite again – as toothpaste brands hike prices and cut pack sizes.
In the latest example of “shrinkflation”, where products get smaller but prices get bigger, a regular tube of Colgate Max Whitening Complete is down 15ml but £1.99 dearer.
At £3.50, a 100ml pump of Colgate Total costs 25p more for 25ml less, while the brand’s Max Fresh has shot up from £2.85 to £5 for 125ml.
Mouthwash prices are leaving a bad taste, too.
A 500ml bottle of Listerine Total Care Stay White was £4.30 but a half-size bottle is now £3.30. And while Corsodyl Fresh Mint fell £2 to £6, the bottle shrank to 300ml – half its original 600ml.
One shopper said: “Same size, same price, 25% less. Thanks, Colgate, for the stealthy shrinkflation."
Consumer champion Martyn James said: “Businesses try it on with shrinkflation.”
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Other products to shrinkflate include cereal, tea and washing powder. Inflation on household items was a record 19.1% in March.
The companies were contacted for comment.
