Tobacco Products Market Overview, 2023-28

The tobacco industry has undergone significant evolution throughout its long history. While its core product, tobacco, remains consistent, the industry has adapted to changing consumer preferences, scientific discoveries, and regulatory pressures. Tobacco has been used by indigenous peoples in the Americas for centuries. European explorers introduced it to the Old World in the 16th century, and tobacco quickly became a global commodity. Early use of tobacco was largely unregulated and closely tied to cultural practices and rituals. The late 19th and early 20th centuries witnessed the industrialization of tobacco production. Cigarettes, in particular, became popular due to their convenience and consistent quality. This period also saw the emergence of major tobacco companies like Philip Morris and RJ Reynolds. In the mid-20th century, tobacco companies became known for their aggressive marketing and advertising strategies. Iconic characters, such as the Marlboro Man, became synonymous with cigarettes. However, these practices would later face severe backlash and regulation. In the mid-20th century, scientific research definitively linked tobacco use to serious health issues, including lung cancer and heart disease. This led to increased awareness of the health risks associated with smoking and initiated the decline of smoking rates in many Western countries. As evidence of the health risks of smoking became irrefutable, governments around the world started implementing stringent regulations on tobacco products. These regulations included warning labels, advertising restrictions, and public smoking bans. The industry faced an onslaught of lawsuits and legal settlements in response to the health damages caused by its products. In response to the declining demand for cigarettes and regulatory scrutiny, the tobacco industry began diversifying its product portfolio. These innovations offer alternatives that some consumers perceive as less harmful. As smoking rates have decreased in many Western countries, the tobacco industry has increasingly focused on emerging markets in Asia, Africa, and South America. Economic development in these regions has led to increased tobacco consumption.

According to the research report, “Global Tobacco Product Market Overview, 2023-28” the market is anticipated to cross USD 1100 Billion by 2028, increasing from USD 917.65 Billion in 2022. Increasing smoking prevalence and stable demand for tobacco products are the key factors driving growth in the global tobacco market. Tobacco is one of the significant sources of tax revenue for governments worldwide. Owing to lax regulatory environments, developing economies are now fuelling growth in the market. Cigarettes have been observed to be the most popular tobacco product, owing to various factors such as convenience, the experience offered, and cost-effectiveness, among others. The tobacco market is consolidated with the presence of a few large players accounting for a significant share worldwide. With the innovation in tobacco products, manufacturers are launching the product on a global scale to expand the company's revenues which in turn is gaining traction to boost the growth of the global tobacco market. As the population has become more aware of the harmful effects of tobacco consumption, tobacco consumption has been declining in developed and wealthy countries across the globe. Companies are introducing new products that are significantly less harmful than conventional products to maintain demand. New nicotine products referred to as new, alternative, or novel tobacco products that have entered the market are aiding the growth of the market across the globe. To reduce the use of conventional/combustible cigarettes, consumers in the region are increasingly using e-cigarettes, snuff, and low-tar cigarette products concurrently. Additionally, due to the fact that e-cigarettes mimic the experience of smoking conventional/combustible cigarettes, consumers are significantly using them to satisfy their nicotine addiction, which is driving the market. Additionally, with the growing popularity of vaping devices, flavor and fragrance vendors are introducing a wide variety of e-liquids to attract consumers. Different flavors, such as menthol, mint, chocolate, cola, bubble gum, and fusions of other fruits and flavoring substances are luring many consumers to adopt these e-cigarette devices. Furthermore, e-cigarettes, snus, and other products have lower levels of carcinogens compared to combustible smokers. In addition, increasing cases of tobacco-related cancer globally, most of which are linked to cigarette smoking, have led the public to seek alternatives.

North America, particularly the United States, has experienced growth in the tobacco industry for several reasons, even as smoking rates have declined in many Western countries. While traditional cigarette consumption has declined in North America due to increasing health awareness and regulatory restrictions, the industry has diversified its product portfolio. This diversification includes smokeless tobacco products, cigars, and new-generation tobacco alternatives like e-cigarettes and heated tobacco devices. These alternatives have gained popularity among consumers seeking potentially less harmful ways to consume nicotine, which has contributed to industry growth. Tobacco companies have invested in harm reduction technologies, such as electronic cigarettes and heated tobacco products. These products are marketed as reduced-risk alternatives to traditional cigarettes, appealing to consumers concerned about the health risks associated with smoking. The promotion of harm reduction strategies has provided a new avenue for growth in the industry. The North American market remains economically robust, with disposable income levels that enable a significant portion of the population to afford tobacco products. While higher taxes and prices have reduced consumption, the economic capacity to purchase tobacco products remains significant. The regulatory environment in North America, while restrictive, has not been as prohibitive as in some other regions. This has allowed tobacco companies to continue marketing their products, especially new innovations like e-cigarettes, within the bounds of the law. The tobacco industry has been adept at using marketing and branding strategies to create and maintain consumer loyalty. They have adapted their marketing to appeal to a broader demographic, including younger consumers, often using flavored products and innovative marketing campaigns.

The United States, in particular, has seen the rise of a vaping culture, with many individuals embracing e-cigarettes and vape products as a perceived less harmful alternative to smoking. Vape shops and online retailers have played a significant role in fostering this culture. North America, particularly Canada and the United States, has experienced "tobacco tourism" from consumers in other countries, where tobacco prices may be significantly higher. This has led to increased sales of tobacco products to visitors. Some U.S. states and Canadian provinces have relatively permissive regulations regarding tobacco sales and usage, contributing to the industry's growth. However, it's important to note that many local jurisdictions have imposed stricter regulations independently. Based on the product types, one of the primary drivers of NGPs' growth is the increasing awareness of the health risks associated with traditional tobacco products, such as cigarettes. NGPs, which include electronic cigarettes (e-cigarettes), heated tobacco products, and other smokeless alternatives, are often marketed as less harmful options. Consumers, especially those concerned about the health implications of smoking, are turning to these products in pursuit of harm reduction. Many NGPs offer a wide range of flavors, which has appealed to a broader consumer base, particularly younger adults. Flavored e-cigarettes and similar products have become popular, and this variety has driven their growth. However, it's essential to note that this aspect has also raised concerns about youth initiation, leading to regulatory actions. NGPs are often more convenient and discreet than traditional tobacco products.

E-cigarettes and similar devices do not produce the same strong odor, making them more socially acceptable. They are also easy to use, with the added benefit of being rechargeable or disposable, making them more convenient for consumers. Regulatory environments have evolved to accommodate NGPs. While governments have imposed restrictions and safety measures, they have generally been more permissive compared to traditional tobacco products. Regulations such as age restrictions, marketing guidelines, and product quality standards have allowed NGPs to operate within legal boundaries. Tobacco companies have invested heavily in marketing NGPs. This includes targeted campaigns, advertising, and branding efforts to appeal to both smokers looking to quit and new users. The marketing of NGPs has been creative and innovative, attracting consumers to try these alternatives. NGPs are widely available through various retail channels, including convenience stores, vape shops, and online retailers. This easy accessibility has made it convenient for consumers to switch to or experiment with NGPs. As NGPs have become more established, a growing number of consumers are accepting them as legitimate alternatives to traditional tobacco. This has contributed to the industry's growth as the social stigma associated with smoking has led more people to seek alternatives.

Online sales offer unparalleled convenience for consumers. They can browse and purchase tobacco products from the comfort of their homes, without the need to visit physical stores. This convenience is particularly appealing to busy individuals and those who prefer the ease of online shopping. Online retailers often have a broader selection of tobacco products than brick-and-mortar stores. This includes traditional cigarettes, cigars, smokeless tobacco, e-cigarettes, and other Next Generation Products (NGPs). Consumers can access a wide range of brands and flavors, often not readily available in local stores. Online sales provide access to tobacco products for consumers who may not have a physical store nearby. In rural areas or places with restrictive regulations, online sales offer a way for consumers to obtain the products they desire. Some consumers prefer the discretion that online sales offer. They can make purchases without the social stigma associated with buying tobacco products in person. This anonymity is particularly attractive to individuals who wish to keep their tobacco use private. Online retailers can often offer competitive pricing due to lower operating costs compared to brick-and-mortar stores. This cost advantage can attract price-sensitive consumers looking for a better deal on their preferred tobacco products. Online sales platforms often provide detailed product information, customer reviews, and ratings. This information can help consumers make more informed choices, especially when considering new or niche tobacco products. Many online retailers use algorithms to analyze consumer preferences and offer personalized recommendations. This feature can introduce consumers to new products that align with their tastes, encouraging exploration beyond their usual choices. While there are regulations governing the online sale of tobacco products, the industry has adapted to these regulations by implementing age verification and other measures to ensure compliance. As regulatory clarity improves, online retailers are better equipped to meet legal requirements.

Market Drivers

• Nicotine Addiction and Cultural Persistence: A primary driver in the global tobacco products market is the enduring presence of nicotine addiction and the cultural significance of tobacco use. Nicotine is a highly addictive substance, making it difficult for many users to quit even in the face of well-established health risks. Additionally, in numerous societies, tobacco use is deeply ingrained in traditions and rituals, contributing to sustained demand. This entrenched addiction and cultural relevance maintain a consistent market for cigarettes, cigars, and other tobacco products, especially in regions where these habits are deeply rooted.
• Emerging Markets and Product Diversification: Emerging markets, particularly in developing countries, are pivotal drivers of growth in the global tobacco products market. As economies in these regions expand, more individuals gain access to disposable income, resulting in increased tobacco consumption. Simultaneously, the industry is witnessing a diversification of product offerings, with innovative items like flavored tobacco and reduced-harm alternatives becoming more popular. These new products appeal to a broader consumer base, attracting both existing users and those who may have been deterred by traditional tobacco consumption. Innovations such as e-cigarettes and heated tobacco devices are contributing to market expansion, reflecting a dynamic and evolving landscape.

Market Challenges

• Stringent Regulations and Health Awareness: The tobacco industry faces substantial challenges in the form of strict regulations and a growing awareness of health risks. Governments worldwide are implementing increasingly stringent policies to discourage tobacco use, including the imposition of graphic warning labels, advertising restrictions, and heavy excise taxes. These measures have led to reduced consumption in many regions as consumers become more health-conscious and price-sensitive. Moreover, the global trend towards healthier lifestyles has led to a perception that tobacco consumption is undesirable. The industry is grappling with these negative perceptions and navigating an intricate regulatory landscape, creating significant obstacles to market growth.
• Evolving Consumer Preferences and Ethical Concerns: Changing consumer preferences and ethical considerations are reshaping the global tobacco products market. A key trend is the shift towards reduced-harm and smokeless alternatives, such as e-cigarettes and heated tobacco products, driven by consumers seeking less harmful ways to satisfy their nicotine cravings. Flavored tobacco products, especially those appealing to younger consumers, have seen a surge in demand, emphasizing the need for product diversification. The rise of online retail and e-commerce platforms has transformed distribution channels, offering tobacco companies new avenues to reach a broader customer base. Additionally, sustainability and ethical considerations have gained prominence, with some companies adopting environmentally friendly packaging and responsible sourcing practices to cater to environmentally conscious consumers. These dynamic trends challenge traditional tobacco business models, necessitating adaptation and innovation.

Market Trends

• Sustainability and Ethical Concerns: Ethical and sustainability considerations are becoming more important in the tobacco industry. Some companies are adopting environmentally friendly practices, such as using eco-friendly packaging materials and implementing responsible sourcing of tobacco leaves. This trend is driven by consumers' growing awareness of environmental issues and their preference for products that align with their values.
• Regulatory Changes: Ongoing regulatory changes continue to impact the tobacco industry. Governments around the world are implementing stricter regulations, including graphic warning labels, advertising restrictions, and higher taxes on tobacco products. These regulations are intended to reduce tobacco consumption and protect public health, but they also challenge the industry's marketing and sales strategies.
• Health and Wellness Trends: The broader health and wellness trend is influencing consumer choices, with many individuals opting for healthier lifestyles. This trend has led to a decline in smoking rates in some regions as consumers become more health-conscious and seek alternatives to tobacco. It has also led to the emergence of companies promoting smoking cessation and tobacco harm reduction solutions.
• Global Market Dynamics: The global tobacco products market is experiencing shifts in regional dynamics. While some mature markets in Western countries are witnessing declining tobacco consumption, emerging markets in Asia, Africa, and Latin America are seeing growth due to economic development and increasing disposable income.

Competitive Landscape

The companies active in the market include British American Tobacco plc , Scandinavian Tobacco Group, Imperial Tobacco Group plc, The Japan Tobacco Inc., Altria Group, Inc., Korea Tobacco & Ginseng Corporation (KT&G), Habanos S.A, Swisher International, Inc., Gurkha Cigar Group , Arnold Andre GmbH & Co. KG, Dosal Tobacco Corporation, PT Hanjaya Mandala Sampoerna Tbk, ITC Limited, Intercontinental Tobacco Group, Vector Group Ltd. , NTC Industries Ltd, Eastern Company SAE, Dharampal Satyapal Limited, Tabacos Monte Paz and China Tobacco International Inc. These companies are considered as top manufacturers of tobacco across the globe and hold a significant market share in the global tobacco market. The major market players are adopting various strategies such as partnership and collaboration, and merger and acquisition in order to stay competitive in the market. For instance, in July 2019, Imperial Brands PLC entered into an R&D partnership with Auxly Cannabis Group Inc. (Auxly), a listed Canadian cannabis company. The company invested around $95 million to further explore options for future growth. Further, in April 2019, the company announced to sell its global premium cigar business as part of its divestment program. The program supports Imperial’s ongoing simplification agenda and will release capital to pay down debt, invest in its growth synergies.

Key Developments

• In November 2022, with its mix of specially designed tobacco sticks, BLENDS, Philip Morris International Inc. launched its latest heat-not-burn tobacco heating system, BONDS by IQOS.
• In July 2022, In Tokyo, Japan, BAT announced the launch of gloTM hyper X2, its latest innovation from the fast-growing global heated tobacco brand gloTM. Featuring new, innovative, user-friendly features, the new 'barrel styling' product offers a new, innovative design shaped by consumer insights.
• In August 2021, Ploom X, a next-generation heated tobacco device was launched in Japan by JT Group. The Ploom X product is available in convenience stores and select tobacco retail outlets throughout Japan.
• In November 2022, Philip Morris International Inc.'s newest heat-not-burn tobacco heating technology, BONDS by IQOS, was introduced with a line of specially crafted tobacco sticks called BLENDS.
• In July 2022, BAT announced the release of gloTM hyper X2, the newest innovation from the quickly expanding international heated tobacco brand gloTM. The new "barrel styling" product offers a fresh, original design shaped by consumer input and includes brand-new, cutting-edge, user-friendly functions.
• In August 2021, the next-generation heated tobacco gadget, Ploom X, was introduced by JT Group in Japan. Convenience stores and a few tobacco retail locations in Japan carry the Ploom X product.

Considered in this report:

• Geography: Global
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:

• Global Tobacco Product market with its value and forecast along with its segments
• Regional-wise Tobacco Product market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions covered in the report

• North America
• Europe
• Asia-Pacific
• South America
• Middle-East & Africa

By Sector

• Cigarette
• Smokeless Tobacco
• Cigar and Cigarillos
• Next Generation Products
• Kretek

By Distribution Channel

• Specialty Store
• Hypermarket/supermarket
• Convenience Stores
• Online
• Others

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Tobacco Product industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.