Australia’s toothpaste market has exhibited renewed growth after years of decline, driven by surging demand and notable shifts in trade dynamics. According to recent industry data, the market is forecast to reach 17,000 tons in volume and achieve a value of $124 million by 2035.
Despite experiencing a sharp decrease in consumption since its peak of 40,000 tons in 2014, the sector saw an upward turn in 2024 with an 18% increase over the previous year, bringing total consumption to 16,000 tons. This resurgence was accompanied by a 14% rise in market revenues, which grew to $105 million by producers and importers, excluding additional retail-related costs.
Imports of toothpaste and related products into Australia surged as well, increasing by 18% in 2024 for a total of 18,000 tons. However, import volumes are still lower compared to the peak seen in 2014. Thailand remains Australia’s primary supplier, contributing 52% of imported volume and 41% of import value, far ahead of China and Germany. The average import price per ton in 2022 rose significantly, marking a 25% year-on-year jump, with notable differences depending on country of origin. American imports command the highest prices, while South African products are among the lowest.
Exports also show impressive growth, with shipments climbing 22% in 2024 to reach 1,200 tons. New Zealand stands out as the main export destination, receiving 67% of Australia’s toothpaste shipments. Export values to New Zealand account for 70% of total export revenue, with the United Kingdom and the United States following behind. Prices for exported goods have increased steadily, especially for products shipped to the UK, which fetches by far the highest price per ton.
Market forecasts point to continued modest increases in demand, with expected annual growth rates in both volume and value through 2035. Rising import and export prices signal ongoing changes in the competitive landscape and consumer preferences. The recovery of Australia’s toothpaste market, alongside strategic trade relationships with Thailand and New Zealand, highlights the shifting dynamics and opportunities within this sector.
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