Nicotine and Cannabis

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With 25 years of expertise we are here to help you to navigate the ever-evolving tobacco industry

Monitor market trends and category performance across cigarettes, heated tobacco and e-vapour products and understand how product innovations and legislative interventions are influencing demand.

We are at the forefront of cannabis analysis too, as it transitions from an illicit market to a legal industry in some countries. Our expertise helps you make strategic decisions with confidence.

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Insights

ICBC Barcelona: Mitigating Uncertainty in Legal Cannabis

This year’s ICBC Barcelona took place in March, in the shadow of uncertainty. The legal cannabis industry has been struggling against several headwinds – lack of regulatory momentum, continued consumer ambiguity and capital constraints – which are collectively clouding the outlook for operators in one of the world’s youngest consumer sectors.

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Tobacco Cannabis

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South Africa’s Cannabis Market: Building Momentum Despite Regulatory Inaction

Macroeconomic trends, such as developments in legislation and regulations, are the primary drivers and constraints for the South African cannabis market’s current performance, as well as its medium-to-long-term performance. While these developments establish the framework – or “rules of the game” – their influence is most notable in shifting consumer behaviours and market trends. To this end, three key consumer trends stand out as central in shaping the future of the cannabis industry in South Africa.

Cannabis Tobacco

The Growth of Illicit E-Vapour in Latin America: Case Studies from Brazil, Colombia and Mexico

E-vapour products have become a topic of growing debate in key Latin American markets. Brazil and Mexico have experienced different market evolutions over the past few years. Mexico used to have a legal e-vapour market without proper regulation, while Brazil has banned products since 2009. As of 2025, both countries have banned the distribution and sales of e-vapour products, driving the illicit trade. In contrast, Colombia regulated products in 2024, driving the legal market in the region, but still has a mix of legal and illicit products.

Tobacco Cannabis

InterTabac 2025

The world’s leading event for the tobacco industry brings together international market leaders and industry representatives from all sectors at Messe Dortmund.

Tobacco Cannabis

Tab Expo

Join global tobacco and nicotine industry leaders for a landmark edition of TABEXPO. Explore ground-breaking exhibits, gain insights from industry experts, and connect with key decision-makers—all in the stunning setting of Geneva, with Mont Blanc as your backdrop.

Cannabis Tobacco

EVO NXT

EVO NXT is the business festival for next-generation products. Here, trade visitors and decision-makers from various industries will come together to discover the latest trends and technologies.

Tobacco Cannabis
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Stay informed about current and future trends shaping the nicotine and cannabis industries. We also monitor, collect and analyse consumer survey data to better understand behaviours, trends and factors influencing purchasing habits in the nicotine and cannabis space.

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  • Identify growth drivers and act quickly on emerging trends
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Our researched data is comparable across 24 countries, plus we create modelled data where we don't research in-country.

  • Illicit value sales
  • Cannabinoid content
  • Pricing data by format

Use our thought-provoking insights to understand the key drivers influencing industry growth.

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  • Megatrends and hot topics

Our data analytics and insights support a wide range of functions across your organisation. You have a single source of truth when making your strategic decisions.

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  • Marketing: Category teams; Brand teams; Channel development
  • Commercial: Country managers; Business development; Sales teams; Revenue management
  • Research and development: Product development; Innovation
  • Corporate: Investor relations; Annual reports; IPOs

We research three distinct categories, with detailed sub-category breakdowns: cigarettes; cigars, cigarillos & smoking tobacco and smokeless tobacco, e-vapour products & heated tobacco. We research 99 countries and produce modelled data where we don’t have local in-country analysts.

  • Cigarette, heated tobacco, e-vapour products and nicotine pouch market sizes and market shares
  • Smoking, e-vapour and heated tobacco prevalence and population
  • Illicit trade volume sales

Use our thought-provoking insights to understand the key drivers influencing industry growth.

  • Industry analysis and opinions
  • Megatrends and hot topics

Our data analytics and insights support a wide range of functions across your organisation. You have a single source of truth when making your strategic decisions.

  • Strategy: Strategy planning; Consumer insights; M&A
  • Marketing: Category teams; Brand teams; Channel development
  • Commercial: Country managers; Business development; Sales teams; Revenue management
  • Research and development: Product development; Innovation
  • Corporate: Investor relations; Annual reports; IPOs

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Euromonitor’s market research reports are an excellent starting point for understanding a category or market and the leading companies quickly. For more detailed data analytics and insights, Passport is the resource you need.  You can discover new product launches faster than ever before and track their expansion and withdrawal. Alternatively, if you require custom research our consulting team is ready to help you.

Latest reports from industry experts

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World Market for Tobacco

It was a tale of two tobacco markets in 2022, as flat overall global cigarettes volume, balanced growth in only two regions - Asia Pacific and Latin America - against very significant declines, particularly in developed markets.

Tobacco World
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World Market for Cannabis

Backed partly by existing legacy use, there is a broad-based growth narrative for legal cannabis. More geographies are moving from prohibition to controlling and taxing cannabinoid products. Consumers are turning to cannabis use in increasingly diverse parts of their lives - therapeutically, for relaxation, mood management and more, feeding an 18% value CAGR over 2023-2028.

Cannabis World
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Cigarettes and Alternative Nicotine Products in Middle East and Africa

Tobacco industry in the Middle East and Africa is growing in both cigarettes and alternative tobacco products, with Egypt, Saudi Arabia and South Africa to offer the largest opportunity. Cigarettes are demonstrating moderate growth depending on smoking tradition in the country and import processes. E-vapour products and heated tobacco are growing fast from smaller base, and their future in the region depends on further regulations and innovative products yet to be offered by manufacturers.

Tobacco World
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Cannabis in Japan

Currently, the medical cannabis market is very limited in Japan, but the illegal cannabis market is growing along with the legal CBD market. In 1948, Japan’s Cannabis Control Act prohibited cannabis use, restricting its cultivation to purposes such as fibre, seeds and research, under directives from the post-war GHQ administration. This Act remained largely unchanged until 2023, when the Ministry of Health, Labour and Welfare (MHLW), following expert committee discussions in 2021-2022, initiated

Japan Cannabis
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Cannabis in South Africa

During 2024, the South African legal cannabis market continued to develop, following enactment of the Cannabis for Private Purposes Act, which codified the 2018 landmark judgement into law, by formally legalising personal cultivation and use of cannabis in private spaces. In turn, the change in the legislative environment significantly increased social acceptance, which drove consumption and cultivation rates across the country.

South Africa Cannabis
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Cannabis in Switzerland

Overall, demand for cannabis remained strong in Switzerland during 2024. Cannabis registered significant value sales growth throughout the year. The main reason for the strong growth was the excellent performance of adult-use cannabis. Adult-use cannabis recorded the fastest growth in value and volume terms in 2024. Adult-use cannabis’ performance has been shaped by the implementation of pilot tests.

Switzerland Cannabis
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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.

Tobacco World
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Cigarettes in Kenya

In 2024, cigarettes in Kenya continued to shrink due to a combination of stricter regulations, shifting social norms, and reduced production capacity. The enforcement of the Tobacco Control Act of 2007 intensified, with some counties adopting measures that restrict public and shelf displays, leading to a “purchase-on-request” model. This limited visibility has contributed to a decline in consumer uptake, particularly among new or occasional smokers. Meanwhile, enforcement around designated smoki

Kenya Cigarettes
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