Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Malaysia

August 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Malaysia 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.

If you're in the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Malaysia 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 Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Malaysia?
  • Which are the leading brands in Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Malaysia?
  • How are products distributed in Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Malaysia?
  • Which category is the most heavily taxed in Malaysia?
  • How is the operating environment for Smokeless Tobacco, E-Vapour Products and Heated Tobacco changing?
  • What are the current legislative restrictions applicable to the sale of Smokeless Tobacco, E-Vapour Products and Heated Tobacco products in Malaysia?
  • 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?

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Malaysia - Category analysis

KEY DATA FINDINGS

Performance of e-vapour products boosted by closed system single use
Major tobacco players gain foothold
Convenience stores gains traction in e-vapour products and retains dominance in heated tobacco
Cross-category leverage is evident with the growing prevalence of e-vapour products
Strict regulations may significantly hinder development in local market
Innovative product development is key to sustaining demand
Table 1 Number of Adult Vapers 2019-2024
Table 2 Sales of Smokeless Tobacco by Category: Volume 2019-2024
Table 3 Sales of Smokeless Tobacco by Category: % Volume Growth 2019-2024
Table 4 Sales of E-Vapour Products by Category: Volume 2019-2024
Table 5 Sales of E-Vapour Products by Category: % Volume Growth 2019-2024
Table 6 Sales of Tobacco Heating Devices: Volume 2019-2024
Table 7 Sales of Tobacco Heating Devices: % Volume Growth 2019-2024
Table 8 Sales of Heated Tobacco: Volume 2019-2024
Table 9 Sales of Heated Tobacco: % Volume Growth 2019-2024
Table 10 Sales of Tobacco Free Oral Nicotine: Volume 2019-2024
Table 11 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2019-2024
Table 12 Sales of Tobacco Free Oral Nicotine by Category: Value 2019-2024
Table 13 Sales of Tobacco Free Oral Nicotine: % Value Growth 2019-2024
Table 14 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2019-2024
Table 15 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2019-2024
Table 16 Sales of E-Liquids by Nicotene Strength: % Value 2021-2024
Table 17 NBO Company Shares of Smokeless Tobacco: % Volume 2020-2024
Table 18 LBN Brand Shares of Smokeless Tobacco: % Volume 2021-2024
Table 19 NBO Company Shares of E-Vapour Products: % Value 2020-2024
Table 20 LBN Brand Shares of E-Vapour Products: % Value 2021-2024
Table 21 NBO Company Shares of Tobacco Heating Devices: % Volume 2020-2024
Table 22 LBN Brand Shares of Tobacco Heating Devices: % Volume 2021-2024
Table 23 NBO Company Shares of Heated Tobacco: % Volume 2020-2024
Table 24 LBN Brand Shares of Heated Tobacco: % Volume 2021-2024
Table 25 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2020-2024
Table 26 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2021-2024
Table 27 Distribution of Smokeless Tobacco by Format: % Volume 2019-2024
Table 28 Distribution of E-Vapour Products by Format: % Value 2019-2024
Table 29 Distribution of Tobacco Heating Devices by Format: % Volume 2019-2024
Table 30 Distribution of Heated Tobacco by Format: % Volume 2019-2024
Table 31 Forecast Sales of Smokeless Tobacco by Category: Volume 2024-2029
Table 32 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2024-2029
Table 33 Forecast Sales of E-Vapour Products by Category: Volume 2024-2029
Table 34 Forecast Sales of E-Vapour Products by Category: % Volume Growth 2024-2029
Table 35 Forecast Sales of Tobacco Heating Devices: Volume 2024-2029
Table 36 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2024-2029
Table 37 Forecast Sales of Heated Tobacco: Volume 2024-2029
Table 38 Forecast Sales of Heated Tobacco: % Volume Growth 2024-2029
Table 39 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2024-2029
Table 40 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2024-2029
Table 41 Forecast Sales of Tobacco Free Oral Nicotine by Category: Value 2024-2029
Table 42 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2024-2029
Table 43 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2024-2029
Table 44 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2024-2029

Tobacco in Malaysia - Industry Overview

Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
Legislative overview
Summary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Health warnings
Plain packaging laws
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Vapour products

PRODUCTION/IMPORTS/EXPORTS

Table 45 Number of Adult Smokers by Gender 2019-2024
Table 46 Sales of Tobacco by Category: Volume 2019-2024
Table 47 Sales of Tobacco by Category: Value 2019-2024
Table 48 Sales of Tobacco by Category: % Volume Growth 2019-2024
Table 49 Sales of Tobacco by Category: % Value Growth 2019-2024
Table 50 Forecast Sales of Tobacco by Category: Volume 2024-2029
Table 51 Forecast Sales of Tobacco by Category: Value 2024-2029
Table 52 Forecast Sales of Tobacco by Category: % Volume Growth 2024-2029
Table 53 Forecast Sales of Tobacco by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 2 Research Sources
Download table of contents
The following categories and subcategories are included:

Smokeless Tobacco, E-Vapour Products and Heated Tobacco

    • Chewing Tobacco
        • Loose US-Style Moist Snuff
        • Portion US-Style Moist Snuff
      • Swedish-Style Snus
      • Closed System Single Use
        • Closed System Rechargeable (including starter kits)
        • Closed System Cartridges
      • Open Vaping Systems Charging and Vapourising Devices
      • E-liquids
    • Tobacco Heating Devices
    • Heated Tobacco
    • Nicotine Pouches

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 definitions
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This report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.

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