I compared toothpaste from Colgate with own brand versions from Lidl, Tesco, Boots and Superdrug
Toothpaste is a must in most Londoners’ days, with the majority of us reaching for our trusty breath-freshening friend at least twice a day - or at least, you should be. However, one thing that doesn’t vary as much as our individual oral care habits is what toothpaste we choose.
In fact, one recent study estimated that around 32.5 million Great British residents like Colgate best. And it’s certainly my favourite toothpaste brand. Yet, plenty of drugstores and supermarkets from Boots and Superdrug to Lidl or Tesco sell their own too. And how different can these really be? I decided to find out by pitting Colgate against four own brand versions - here’s how it went.
Colgate
Colgate is the undisputed national favourite toothpaste brand and, not that coincidentally, also my personal favourite. There’s just something so reassuring about its simple yet cheerful red, blue and white tube of Cavity Protection. Who doesn’t want the stronger teeth, fresher breath and ‘Great Regular Flavour’ it promises on the box? I know I do.
Squeezing it out with more attention than usual, I realised it had a more runny, almost lumpy texture than I’d noticed before. Along the lines of mixed up icing sugar.
The comparison turned out to be fairly accurate in terms of smell, too - which is deeply nostalgic, faintly sweet, faintly minty and faintly, well, toothpaste-y. (Normally I would consider it a cop-out to describe an item as such, but in Colgate’s case it makes sense, since this is my and probably most people’s toothpaste reference point.)
The peppermint flavour definitely gets amplified in your mouth, though. While not unpleasant, if I ever found myself in a Colgate focus group I would definitely point out that the tingle factor could do with being toned down a notch or two. The veracity with which it foams does also occasionally leave you feeling - and looking - like a rabid dog.
But on the whole, it’s a great toothpaste. My teeth felt clean, there was a mildly minty aftertaste and the experience was about as good as brushing your teeth can be.
Price: £1 for 75ml
Rating: 4.5/5
You can buy Colgate from Tesco, Boots and Amazon.
Tesco
Tesco’s own-brand toothpaste seemed promising at first, with a cap like Colgate’s but a much more reasonable price of 60p for 100ml. Unfortunately, things quickly began to go downhill.
When first squirted out, the nozzle elicited a tiny but nonetheless unwelcome spray of transparent liquid. I tried to tell myself this was technically no different to when the bottle Ketchup expels a little, er, juice, when not shaken up enough beforehand. But in my experience, toothpaste has never needed shaking. And nor should it ever need it.
I was briefly placated by the nicely firm line of actual paste that came out soon after. It was the same bright white colour as Colgate’s but less liquidy and easier to guide over your toothbrush. The smell was more clinically minty but not inoffensive.
Things worsened when I actually brushed my teeth, though. I’m used to some minor tingling from my usual Colgate but this was so aggressive that it felt like my tongue was being burned.
Afterwards, my teeth definitely felt clean, but at what cost? The tip of my tongue still feels sensitive as I write this and I’m seriously concerned that my teeth have been stripped of some of their surface.
Price: 60p for 100ml
Rating: 1/5
You can buy the Tesco toothpaste here.
Superdrug
Superdrug had by far the biggest selection of own-brand toothpastes of all the stores I visited. There were two whitening ones. There were THREE varieties of charcoal ones. There were three ‘Pro Care’ options - though two of these were completely out of stock on the shelves.
Eventually, I went with the remaining Pro Care option, formulated for ‘Gum Care’, for £1.99. Rather steep for a toothpaste, I thought, given Colgate’s are only £1 but maybe my gums would appreciate it. And I can confirm that they did.
I’d been nervous that this one would have the unpleasant flavours of Sensodyne or Corsodyl, two brands which are also known for their gum-friendly oral care options. Then, seeing that it was labelled ‘Extreme Mint’, I’d become concerned that my poor tongue was about to undergo another trial by fire, as with Tesco’s own-brand toothpaste. But thankfully, this wasn’t the case.
Screw cap off and protective foil removed, the toothpaste came out white with a ribbon of blue - not the emerald green I’d been expecting from the cardboard box. This reassured me it was likely to be a normal toothpaste and so I got to brushing.
Taste-wise it was strange, like really, really, toned down mint. A whisper of mint, even. Despite this, there was some definite tingle action going on - closer to Colgate’s gentle tingle than Tesco’s burn-a-layer-of-your-cells ones off, though.
Price: £1.99 for 75ml
Rating: 3.5/5
You can buy Superdrug's toothpaste here.
Lidl
Lidl’s Dentalux ‘Total Care Plus’ toothpaste was the best deal, at 55p for 125ml. This one had the incredibly prominent flavour that you would expect of such a vibrant blue-and-white-striped paste. There was a hint of a sting but nothing that made continuing too uncomfortable.
In consistency it was reasonably close to Colgate’s and produced an adequate amount of foam. As for aftertaste, this was without a doubt one of the best. It was pleasant, fresh and squeaky clean.
So, a good toothpaste, particularly for the price.
Price: 55p
Rating: 4/5
You can buy Lidl's toothpaste here.
Boots
Boots had two own-brand versions to choose from, ‘Totalcare’ and ‘Sensitive’. The plain white, sparsely decorated packaging of each one was so basic next to the vibrant name brands on neighbouring shelves that it took me by surprise. However, from testing it, it seems that Boots is choosing to spend its money on the toothpaste itself rather than the packet it comes in and that this is a sound decision.
Not only do you get 100ml for your £1 compared to Colgate’s 75ml, but I preferred the formula, too. It was thick to the point of being cream-like, which was handy for toothpaste placement, but threaded with a blue more gel-like substance.
With water added, it melted and foamed up easily, but not overwhelmingly so. Also, somehow the foam just felt softer. Though strongly minty and fresh, crucially, there was not so much as a vaguely uncomfortable tingle let alone a burn.
I’ll admit the smell and flavour caught me off guard at first, since it was sweeter and more medicinal than the others. However, post-brush, I’ve come to prefer the more nuanced but still gentle flavour profile.
Price: £1 for 100ml
Rating: 5/5
You can buy Lidl's toothpaste here.
The verdict
Colgate has been my mainstay toothpaste for as long as I can remember. It’s seen me through my childhood, teenage years and a not insignificant chunk of my adult life. So, it’s with serious sadness that I tell you that there is in fact, a better toothpaste out there. And it's the Boots Totalcare own-brand toothpaste.
Though not the cheapest on the table at £1 for 100ml, it's definitely cheaper than Colgate's (£1 for 75ml) and has, in my opinion, a superior formula. Now, that's not to say that I wouldn't buy Colgate's Cavity Protection again if I spotted it on sale. But the Boots one fixed all of the minor problems I had with Colgate's version - a little too tingly, a bit too foamy. And while it might not have that same nostalgic, classic toothpaste smell and taste, I've come to like its similar but slightly more flavourful alternative.
Lidl’s, too, put up a decent fight with a 125ml tube for 55p that's great value for money and a more than effective toothpaste option. Superdrug's wasn't terrible but is too pricy at £1.99 for 75ml - especially given the bland flavour and unideal tingling sensation.
As for Tesco's, I will never put my mouth near this one again. My tongue still feels as if it is burning and I have not forgiven it.
Is there a story you think we should be covering? If so, please email whatson@mylondon.news or at tilly.alexander@reachplc.com
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