What this market covers
Toothpaste, toothbrushes and mouthwash sold to consumers in the BRIC countries. Households buy them through retail and online channels.
Typical segments
- Toothpaste
- Toothbrushes
- Mouthwash
- Dental floss
Source: Eurostat
Why this market is moving now
- Extra-EU import value moved +54% from 2020 to 2025, a direct read on EU demand for sourced supply.
- Supply is concentrated: one country provided a large share of extra-EU imports in 2025.
- US employment in the core industry shifted -1% since 2020.
Key figures
Each figure names the source it came from. Open the source list below to read the quoted line.
| Figure | Value | Year | Source |
|---|---|---|---|
| The EU imported €276.9 million of products under CN code 33061000 (Dentifrices, incl. those used by dental practitioners) from outside the EU in 2025. | 276.9 EUR million | 2025 | Eurostat |
| Extra-EU imports of CN 33061000 were up 54% in 2025 compared with 2020 (€179.4 million), calculated from Eurostat values. | +54 % change | 2025 | Eurostat |
| EU exports of CN 33061000 to countries outside the EU were worth €773.1 million in 2025. | 773.1 EUR million | 2025 | Eurostat |
| Trade between EU member states in CN 33061000 (intra-EU arrivals) came to €1.35 billion in 2025. | 1.35 EUR billion | 2025 | Eurostat |
| United Kingdom was the largest non-EU supplier of CN 33061000 to the EU in 2025, with €97.4 million, or 35% of extra-EU imports. | 97.4 EUR million | 2025 | Eurostat |
| EU exports of CN 33061000 to the United States were €8.7 million in 2025. | 8.7 EUR million | 2025 | Eurostat |
| The average value of extra-EU imports of CN 33061000 was €6.79 per kilogram in 2025, calculated from Eurostat value and weight. | 6.79 EUR per kg | 2025 | Eurostat |
| Poland was the largest EU exporter of CN 33061000 to non-EU countries in 2025, at €153.2 million. | 153.2 EUR million | 2025 | Eurostat |
| The EU had 8,000 enterprises in NACE class C2042 (Manufacture of perfumes and toilet preparations) in 2023. | 8,000 enterprises | 2023 | Eurostat |
| EU enterprises in NACE class C2042 had net turnover of €66.50 billion in 2022. | 66.50 EUR billion | 2022 | Eurostat |
| NACE class C2042 employed 190,000 people across the EU in 2023. | 190,000 persons employed | 2023 | Eurostat |
| The US had 1,857 private establishments in NAICS 325620 (Toilet preparation manufacturing) in 2025. | 1,857 establishments | 2025 | U.S. Bureau of Labor Statistics |
| NAICS 325620 employed an average of 54,384 people in US private industry in 2025. | 54,384 jobs | 2025 | U.S. Bureau of Labor Statistics |
| US employment in NAICS 325620 changed by -1% between 2020 (55,029 jobs) and 2025, calculated from BLS figures. | -1 % change | 2025 | U.S. Bureau of Labor Statistics |
| Average annual pay in US NAICS 325620 was $81,072 in 2025. | 81,072 USD per year | 2025 | U.S. Bureau of Labor Statistics |
Sources and method
The figures on this page come from the public sources listed below. Read how we work.
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
Quoted lines
- Figure 1
DS-045409, reporter EU27_2020, product 33061000, partner EXT_EU27_2020, flow import, 2025, VALUE_IN_EUROS 276922920
- Figure 2
DS-045409, reporter EU27_2020, product 33061000, flow import, 2020 VALUE_IN_EUROS 179440153; 2025 VALUE_IN_EUROS 276922920
- Figure 3
DS-045409, reporter EU27_2020, product 33061000, partner EXT_EU27_2020, flow export, 2025, VALUE_IN_EUROS 773066347
- Figure 4
DS-045409, reporter EU27_2020, product 33061000, partner INT_EU27_2020, flow import, 2025, VALUE_IN_EUROS 1350570538
- Figure 5
DS-045409, reporter EU27_2020, product 33061000, partner GB, flow import, 2025, VALUE_IN_EUROS 97440042
- Figure 6
DS-045409, reporter EU27_2020, product 33061000, partner US, flow export, 2025, VALUE_IN_EUROS 8741971
- Figure 7
DS-045409, reporter EU27_2020, product 33061000, flow import, 2025, VALUE_IN_EUROS 276922920, QUANTITY_IN_100KG 407599
- Figure 1
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
Quoted lines
- Figure 8
DS-045409, reporter PL, product 33061000, partner EXT_EU27_2020, flow export, 2025, VALUE_IN_EUROS 153210108
- Figure 8
- Eurostat: Enterprises by detailed NACE Rev. 2 activity and special aggregates (sbs_ovw_act) (2026-11-04)
Quoted lines
- Figure 9
sbs_ovw_act, geo EU27_2020, nace_r2 C2042, indic_sbs ENT_NR, 2023, 8000
- Figure 10
sbs_ovw_act, geo EU27_2020, nace_r2 C2042, indic_sbs NETTUR_MEUR, 2022, 66500
- Figure 11
sbs_ovw_act, geo EU27_2020, nace_r2 C2042, indic_sbs EMP_NR, 2023, 190000
- Figure 9
- U.S. Bureau of Labor Statistics: QCEW annual averages, NAICS 325620, 2025 (2026-11-04)
Quoted lines
- Figure 12
QCEW 2025 annual, US000, private, NAICS 325620, annual_avg_estabs 1857
- Figure 13
QCEW 2025 annual, US000, private, NAICS 325620, annual_avg_emplvl 54384
- Figure 14
QCEW 2020 annual_avg_emplvl 55029; 2025 annual_avg_emplvl 54384
- Figure 15
QCEW 2025 annual, US000, private, NAICS 325620, avg_annual_pay 81072
- Figure 12
Buyers and suppliers
Who buys
- Households
- Pharmacies
- Supermarkets
Large non-EU suppliers to the EU
What the full report covers
- 01Executive summary
The answer in one page: size, direction and what moves it - 02Market definition and scope
What is in and out of the European Union market - 03Market size, 2021 to 2025
Historical series and growth rates - 04Outlook to 2031
Base, low and high scenarios with stated assumptions - 05Rules, policy and deadlines
Regulation and programmes that change demand - 06Drivers and barriers
What accelerates or slows adoption, by customer segment - 07Prices, costs and margins
Unit economics where public data allows - 08Competitive landscape
8 to 12 company profiles with recent moves - 09Opportunities and risks
For new entrants, suppliers and investors - 10Method and sources
Every assumption and source, listed
Included with the full report
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- Method note and assumptions
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Frequently asked questions
How big is the EU bRIC oral care market?
There is no single official market total. Eurostat trade data shows the EU imported €276.9 million of goods under CN 33061000 from outside the EU in 2025 and exported €773.1 million.
Where does the EU import bRIC oral care from?
United Kingdom was the largest non-EU supplier in 2025. Other large suppliers included China, United States, Switzerland.
What is the average import price of bRIC oral care in the EU?
Dividing Eurostat import value by weight gives about €6.79 per kilogram for CN 33061000 in 2025.
Which EU countries export the most bRIC oral care?
Poland led EU exports to non-EU countries in 2025, followed by Germany, Slovakia.
How many US companies are in the bRIC oral care industry?
BLS counts 1,857 private establishments in NAICS 325620 (Toilet preparation manufacturing), the closest official industry.
How many EU companies are in the bRIC oral care industry?
Eurostat counts 8,000 enterprises in NACE class C2042 (Manufacture of perfumes and toilet preparations).
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