Two of the most well-known toothpaste brands in the UK are still selling their most 'basic' toothpastes for 100ml for £1, which I don't think is much of a rise on what it's been for the last few years (I think I used to get 125ml for that price).

People on modest salaries either don't spot the cheaper, just-as-good toothpaste that's not as prominent, they think that it's not as good as the ones with lists of all the great things they're supposed to do, or they aren't feeling the squeeze enough to seek it out.

If you drop into an independent chemist you might notice that sometimes the only toothpaste they stock is the 'basic' one, because their customers are price-sensitive, so that's all they'll buy.

Going rate for pizza is around 60p/100g, with a larger than average Aldi 'Meat Feast' pizza coming in at £2.19, which is 39p/100g.

Again, if you're on a 'modest salary', you pick the cheaper products or pick the supermarkets which only really sell the cheaper products.

I'm not saying that prices aren't going up, just that closer to the 'survival' line, there is much less room to increase prices, because people aren't at the point of choosing based on preference, so you can't rely on them switching to a slightly cheaper option from your artificially differentiated product line (yes, you, Colgate-Palmolive). They'll just be forced to stop buying your products altogether.