I. What are the new opportunities in the toothpaste export market in 2025?

According to the latest forecast from Statista, the global oral care market size will exceed $54 billion in 2025, with the market growth rate in developing countries reaching 7.2%. The market penetration of Chinese-made toothpaste containing herbal ingredients in the ASEAN market increased from 18% in 2021 to 31% in 2024, and is expected to be boosted by the RCEP tariff reduction policy in 2025. The premium for special functional toothpaste (such as anti-sensitivity, children's anti-cavity) in the European and American markets can be 2-3 times that of conventional products.

II. What core qualifications are required for exporting toothpaste via an agent?

Basic essential documents:

• ManufacturersMedical DevicesFiling certificate (applicable to products containing fluoride)
• ISO22716?Cosmetics?GMP certification
• Target market access proof:
  • US FDA cosmetic facility registration number
  • EU CPNP notification document
  • GCC certification in the Middle East

III. What are the changes in the cost structure of toothpaste exports in 2025?

According to the latest trade data from the WTO, the export cost structure in 2025 will show the following characteristics:

• ?Ocean shipping?cost proportion drops to 18% (a 5 percentage point decrease compared to 2023)
• Certification and testing fees increase by more than 20% (due to the implementation of the new EU regulation EU2023/1542)
• Tariff cost optimization:
  • The average tariff for RCEP member countries is reduced to 0.8%
  • The US Section 301 tariff remains at 7.5%

IV. How to choose a reliable toothpaste?Export Agency?A professional agency company should have the following characteristics:

Recommended to evaluate agency company professionalism from three dimensions:

• Compliance handling capability:Whether equipped with a professional regulatory engineer team, and whether they can handle sudden technical trade barriers
• Depth of the channel network:Whether there are stable distributor resources in the target market, especially in core channels such as pharmacies and supermarkets
• Risk Management System:Whether product liability insurance, exchange rate locking mechanisms, and AEO certified customs clearance channels are established

V. The three major cognitive misconceptions in toothpaste exports

By analyzing the customs notification cases in 2024, it was found that enterprises often make the following mistakes:

• Ingredient labeling issue:Using Triclosan as an antibacterial agent, violating the EU (EU) 2022/1187 regulation
• Packaging design defect:An entire container was returned for not having an Arabic warning label as required by the Saudi SASO standard
• Intellectual property negligence:The toothpaste tube design was more than 60% similar to an international brand, triggering the customs intellectual property protection procedure

VI. What are the practical suggestions for developing emerging markets?

It is recommended to adopt a differentiated strategy for key development areas in 2025:

• It is recommended to choose based on transportation distance and product characteristics:Focus on small-sized products under 120g, and use a DTC model through Lazada/TikTok Shop
• African market:Develop inexpensive toothpaste with natural plant ingredients (recommended retail price below $1/tube)
• Middle East market:Must be Halal certified, with packaging using luxurious elements such as gold, highlighting the "antibacterial + whitening" composite effect

7. How to prevent international trade risks?

It is recommended to establish a three-tier risk prevention mechanism:

• Pre - event prevention and control:Entrust a third-party organization for a pre-inspection of product compliance (especially for phthalates, heavy metal content)
• In - process monitoring:Use a blockchain traceability system to track the flow of goods in real-time, and purchase product liability insurance with a coverage of $1 million
• Post-event response:Establish a cooperative relationship with a professional foreign-related law firm and prepare technical documents such as the CE declaration of conformity in advance