Superdrug Cuts Oral Care Prices Amid UK Dental Crisis

Superdrug Cuts Oral Care Prices Amid UK Dental Crisis

THE WHAT?  Superdrug announced a 20% price reduction on its Own Brand Oral Care range, ProCare, equating to the removal of VAT, to address the UK’s dental crisis and lack of NHS dentists.

THE DETAILS  This price cut is part of the ‘Healthy Smile’ campaign, effective from 28th February 2024 across 60 ProCare products indefinitely, aimed at improving national oral health and promoting preventative care amidst the cost-of-living crisis.

A Superdrug survey revealed significant numbers of people lack regular dental care, with many considering DIY dentistry, especially among younger individuals facing dental-related debt. The campaign also includes educational initiatives, like distributing free toothbrushes and toothpaste in ‘dental desert’ regions, and is supported by dental professionals offering practical oral health tips.

THE WHY?  The British Dental Association has welcomed the initiative and follows Superdrug’s efforts to make health essentials more affordable, including removing VAT from its sun care range.