The "2025 Oral Care Products Overseas Insights Report" mainly focuses on the relevant situation of oral care products going abroad, with specific content as follows:
- Market Status
- Scale Growth: In 2024, the global oral care market size reached USD 42.2 billion, and it is expected to grow at a compound annual growth rate of 5.2% to approximately USD 63.3 billion by 2032. In the first three months of 2025, China's oral cleaning product exports exceeded USD 200 million, with Southeast Asia, the Middle East, and Europe and America as the main export destinations.
- Consumer Trends: Consumers are shifting from "basic cleaning" to "prevention + treatment," paying more attention to functions such as whitening and anti-sensitivity, and also pursuing portability and scenario-based products, such as travel-sized dental kits and mouthwash for office use.
- Category Development: Basic categories such as toothpaste and toothbrushes still dominate, but emerging categories like mouthwash, dental floss/water flossers, and dental strips are growing rapidly. Demand for high-end and smart products is rising, such as products containing probiotics and smart toothbrushes.
- Regional Markets
- Asia-Pacific Region: With its population dividend, it has become the global core engine. China and India have large market sizes, and Southeast Asia is experiencing a surge in demand due to increased oral health awareness and policy support. It is expected that the market size will exceed a certain level by 2032.
- European and American Markets: These are relatively mature, with consumers demanding high-quality, refined, and customized products. The US market for high-end products such as electric toothbrushes and water flossers is growing rapidly, while the European market focuses on product innovation and natural ingredients.
- Middle East and Africa Markets: The market size is relatively small but has great growth potential. Africa has significant demand for Chinese toothpaste, with 96.4% of China's oral care exports to Africa in 2023 being toothpaste.
- Competitive Landscape
- International Brands: Colgate, Procter & Gamble, Unilever, etc., occupy the mass market and niche segments with brand and patent advantages.
- Chinese Brands: Domestic brands such as Saky have a certain market share in fields like electric toothbrushes. Emerging brands like Sanban and usmile are capturing the young market through design and marketing. As a global manufacturing center, China has technical and production advantages in electric toothbrushes and water flossers.
- Emerging Brands: Brands such as Bitvae and Cocofloss have succeeded in niche markets through innovative products and social marketing. Cocofloss's dental floss products are noted for their unique design and materials, while Bitvae's water flosser focuses on portability.
- Opportunities and Challenges
- Opportunities: Technological innovation drives product upgrades, such as smart and personalized products; rising consumer health awareness leads to diversified demand; emerging markets have great growth potential; China's supply chain and technological advantages are evident.
- Challenges: International brand patent barriers; regulatory restrictions in different regions, such as US FDA certification and EU REACH regulations; high cross-border logistics costs; quality concerns about "Made in China" require brand building.
- Future Trends
- Product Innovation: Adding beauty ingredients and natural plant extracts, focusing on anti-sensitivity repair, long-lasting whitening, and developing products for specific groups such as children, pregnant women, and orthodontic users.
- Scenario Segmentation: Launching portable products to meet the needs of travel, office, etc.; smart products combined with sensor technology to enhance user experience.
- Marketing and Channels: Using social media for influencer marketing, such as TikTok and Instagram; expanding e-commerce platforms and independent site channels.
- Environmental Protection and Sustainability: Products with degradable materials and eco-friendly packaging are receiving more attention.
In addition, the report also mentions the growing market size of pet oral care and the services provided by major cross-border platforms for the industry.
