Superdrug has said it is cutting the price of its own-brand oral care range by 20 per cent.

The retailer said that the price drop, which is equivalent to VAT, responds to both the ongoing UK dental crisis and the higher cost of living.

According to research from the Nuffield Trust, six million fewer courses of NHS dental treatment were provided in 2022 compared to the previous year.

The health think tank said that even prior to the pandemic, the country was only commissioning enough dental treatment on the NHS to cover half of the UK population.

The price cut also marks the launch of Superdrug's 'Healthy Smile' campaign, which aims to encourage its customers to take more preventative care over there oral health.

Chair of the British Dental Association Eddie Crouch welcomed the move, saying that families shouldn't have to "pay the price" for the dental access and cost of living crises.

The reduction, which the retailer says will remain indefinitely, comes into effect across 60 ProCare products from Wednesday.

“Oral care products are currently classed as cosmetics and therefore carries the VAT associated with it, making it unaffordable for some people," said Superdrug own-brand director, Jamie Archer. "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.”

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