Superdrug is reducing the price of its own brand oral care range, ProCare, by 20%, the equivalent of VAT.
The health & beauty retailer noted that it was making the move amid an ongoing dental crisis in the UK over the lack of NHS dentists, with it launching a ‘Healthy Smile’ campaign that aims to improve the state of the nation’s oral health and encourage people to take more preventative care.
The reduction will come into effect across 60 ProCare products from today and will remain in place indefinitely.
A recent survey of 2,000 people conducted by Superdrug found that one in five people don’t have a regular dentist, and almost a fifth (18%) admitted that they would attempt DIY dentistry on themselves.
When asked what changes, if any, they have made to their dental care as a result of rising costs, almost three in 10 (29%) said they have switched to cheaper brands of toothpaste and brushes, and 1 in 5 have stopped buying all the oral care products they would like to save money.
Superdrug’s Own Brand Director, Jamie Archer, said: “As a leading accessible health and beauty retailer, we believe that everyone should have access to the products that protect their health and wellbeing and at an affordable price. Our ProCare range has been developed by oral care experts, ensuring that the wide range of products caters for everyone and fits into every aspect of a daily routine.
“Oral care products are currently classed as cosmetics and therefore carry the VAT associated with it, making it unaffordable for some people. Hearing from our customers and looking at our research, we hope that by reducing the price of our ProCare range, we can help make oral healthcare more affordable for all.”
The Chair of the British Dental Association, Eddie Crouch, welcomed Superdrug’s price reductions and said: “Toothbrushes and fluoride toothpaste are key to maintaining good health and shouldn’t be subject to VAT. Families shouldn’t have to pay the price for the dental access and cost of living crises.”
NAM Implications:
- Thereby increasing the size of the brand premium of equivalent products.
- Leaving the option for brands to reduce prices…
- …or ‘market’ harder.
