Cigarettes and Alternative Nicotine Products in Western Europe

Cigarette sales were in decline across Western Europe in 2023, but increased slightly at a regional level due to the strong growth in Turkey, where illicit trade was falling and the smoking population was growing. Sales of next-generation products continue to grow in Western Europe, with even an upcoming ban on disposable vapes in the UK, their biggest regional market, not expected to significantly impact this trend, with Italy remaining the leading market for heated tobacco products regionally.

Key Findings

Rising prices see smokers cutting down, quitting or looking for alternatives

Rising prices, due to the global inflationary environment and ongoing tax hikes, increasing health awareness and competition from next-generation products is resulting in declining unit volume sales of cigarettes across most of Western Europe, with little likelihood of this changing over the forecast period.

Ban to bring an end to the disposable vapes boom in the UK

Although slower than in the two previous years, closed-system single-use vaping products were still recording dynamic growth in the UK in 2023. However, with concerns about the throwaway nature of disposable vapes as well as their attraction to underage smokers, the UK government announced a ban on these products from early 2025, which will necessitate industry players pivoting their focus towards open and other closed vaping products.

Strong growth for nicotine pouches in Finland

The nicotine pouches category is expected to see strong growth over the forecast period. Sweden will continue to be the leading country market in Western Europe, but Finland is expected to take over from Denmark as the second biggest in the region over 2023-2028. This is due to the Finnish authorities deregulating the sale of these products in mid-2023.

Heated tobacco products expected to continue growing

Heated tobacco products will be accounting for just over half of overall smokeless tobacco, e-vapour products and heated tobacco sales at the end of the forecast period, having recorded further growth in the coming years. PMI continues to drive the development of the category, rolling out its new Iqos ILUMA devices and TEREA sticks across the region, with the other tobacco giants also present with devices like Ploom (JTI), Glo (BAT) or Pulze (Imperial Brands).

The Cigarettes and Alternative Nicotine Products in Western Europe global briefing offers an insight into to the size and shape of the Tobacco market, highlighting major industry trends and categories as well as the factors affecting operating environment. It identifies the leading companies and brands, offers impartial, strategic analysis of key factors influencing the market - be they new product developments, legislative restrictions or pricing influences. Forecasts illustrate how the market is set to change and where it is headed.

Product coverage: Cigarettes, Cigarettes (Illicit+Legal), Cigars, Cigarillos and Smoking Tobacco, Smokeless Tobacco, E-Vapour Products and Heated Tobacco.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Tobacco market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.