Heated tobacco and e-vapour products are set for ongoing growth over the forecast period, despite a slew of regulatory pressures, such as excise taxes, nicotine caps, and flavour bans in provinces like Quebec. Overall, baseline demand will continue from consumers who wish to quit smoking tobacco, but who wish to use alternative products they perceive as “less harmful” in the interim.
Heated tobacco products (HTPs) are still niche in Canada, but this also means there is room for growth — especially if regulatory attention shifts away from vaping and public health messaging and towards “harm reduction” more broadly.
As Health Canada and provincial governments ramp up restrictions—on flavours, nicotine limits, and excise taxes—there is a growing risk that consumers and some retailers will turn to unregulated or counterfeit smokeless and e-vapour products. Illicit trade has historically been concentrated in combustible tobacco, but early signs in 2024 suggest the same dynamics are creeping into the vaping and heated tobacco space, especially in provinces with stricter rules like Quebec and Prince Edward Island.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Canada 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.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.
See all of our definitionsThis report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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