2025 Developments
Nicotine in Romania recorded a modest volume decline in 2025 as continued weakness in cigarettes outweighed growth in next-generation nicotine products. High inflation, weak economic growth and rising excise duties intensified price sensitivity, contributing to lower cigarette consumption despite smoking prevalence remaining relatively high. At the same time, smokeless tobacco, e-vapour products and heated tobacco delivered the strongest performance, reflecting the ongoing shift towards alternative nicotine formats. Cross-format switching continued to reshape category dynamics as manufacturers intensified efforts to migrate adult smokers towards heated tobacco. Philip Morris Romania refreshed IQOS, JTI launched Ploom AURA and British American Tobacco prepared the introduction of Glo Hilo and Hilo Plus, reinforcing Romania’s position as an important market for next-generation nicotine innovation. Investment in device technology, consumer experience and portfolio expansion continued to support growth in reduced-risk products, although increasing awareness of potential health risks is expected to place greater scrutiny on category claims over time. The competitive environment remained highly concentrated, with British American Tobacco Romania retaining nicotine leadership despite gradual share gains by Philip Morris Romania and JT International Romania. Illicit trade continued as a major challenge, reaching record levels and increasingly extending beyond cigarettes into e-vapour and heated tobacco formats. Small grocery retailers remained the leading distribution channel, supported by convenience and accessibility, while chained grocery retailers and retail e-commerce expanded their presence. Over the forecast period, growth in next-generation nicotine products is expected to more than offset continued cigarette decline, although rising affordability pressures, illicit trade and tighter regulation are set to remain key influences on category development.
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Overview:
Understand the latest market trends and future growth opportunities for the Nicotine industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cigarettes
- Cigars, Cigarillos and Smoking Tobacco
- Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Nicotine industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nicotine in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nicotine in Romania?
- Which are the leading brands in Nicotine in Romania?
- How are products distributed in Nicotine in Romania?
- Which category is the most heavily taxed in Romania?
- How is the operating environment for Nicotine changing?
- What are the current legislative restrictions applicable to the sale of Nicotine products in Romania?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Nicotine in Romania
2025 Developments
Key Data Insights
Heated Tobacco Growth Offsets Continued Cigarette Decline
Cross-Format Switching Intensifies as Manufacturers Accelerate Heated Tobacco Investment
Illicit Trade Expands beyond Cigarettes into Next-Generation Products
Growth in Next-Generation Products Set to Outweigh Continued Cigarette Decline
Affordability Pressures Forecast to Sustain Illicit Trade
Regulatory Harmonisation Expected to Favour Larger Manufacturers
Philip Morris Continues to Close the Gap with Market Leaders
Increased Scrutiny Places Greater Emphasis on Compliance and Transparency
Small Grocery Retailers Remain Central to Nicotine Distribution
E-Commerce Growth Supports Greater Channel Diversification
Premium Positioning, Demographic Targeting and Regulatory Readiness Shape Innovation Priorities
Device Launches Raise the Competitive Bar in Heated Tobacco
Innovation Advantages Increasingly Depend on Compliance and Governance
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Cigarettes in Romania
Key Data Insights
Cigarettes Summary
Volume Decline Reflects Inflationary Pressure, Weakening Purchasing Power and Rising Illicit Trade
Alternative Nicotine Products Intensify Pressure on Cigarettes
Volume Decline Set to Continue as Affordability Pressures, Regulation and Changing Consumer Behaviour Weigh on Demand
Heated Tobacco Set to Accelerate Displacement of Cigarettes
Sustainability Set to Become a More Important Source of Differentiation
British American Tobacco Remains Dominant Despite Share Gains by Jti
Brand Strength and Operational Execution Remain Key Competitive Advantages
Small Local Grocers Maintain Leadership through Convenience and Accessibility
Retail E-Commerce Gains Importance as Digital Shopping Habits Evolve
Taxation Rates
Average Cigarette Pack Price Breakdown
Device Innovation, Digital Engagement and Sustainability Reshape Investment Priorities
Iqos Iluma I and Ploom Aura Raise the Bar for Device Innovation
Portfolio Diversification Strengthens Resilience in a Declining Category
Cigars, Cigarillos and Smoking Tobacco in Romania
Key Data Insights
Cigars, Cigarillos and Smoking Tobacco Summary
Growing Connoisseur Interest Supports Category Resilience Despite Economic Pressure
Value-Seeking Behaviour Creates a Divide between Smoking Tobacco and Premium Cigars
Higher Excise Duties Increase Pressure on Affordability and Profitability
Premium Cigar Demand Set to Support Growth Despite a Challenging Economic Backdrop
Smoking Tobacco Set to Benefit From Affordability Advantages
Specialist Retail and Retail E-Commerce Set to Expand Category Reach
Scandinavian Tobacco Group Strengthens Leadership as Challengers Gain Share
Specialist Retailers Lead While Retail E-Commerce Expands Access and Convenience
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Romania
Key Data Insights
Smokeless Tobacco, E-Vapour Products and Heated Tobacco Summary
Heated Tobacco Growth Drives Category Expansion Despite Continued E-Vapour Decline
Cross-Format Consumption Accelerates the Shift Towards Heated Tobacco
Expanding Usage Restrictions Increase Regulatory Pressure across Smoke-Free Formats
Heated Tobacco Is Expected to Remain the Engine of Category Growth
Technology and Personalisation Are Expected to Strengthen the Appeal of Heated Tobacco
Heated Tobacco Devices Are Projected to Evolve into Premium Consumer Electronics
Philip Morris Strengthens Its Lead through Heated Tobacco Leadership
Product Differentiation and Regulatory Readiness Create Opportunities beyond the Category Leader
Specialist Retail and Digital Channels Increasingly Shape Nicotine Purchasing Journeys
Country Reports Disclaimer
The following categories and subcategories are included:
Nicotine
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Nicotine
Passport Nicotine covers the seven major nicotine categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Nicotine research and analysis database.
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