In 2024, retail value sales of e-vapour products in Malaysia rose by 19% to total MYR1.9 billion. This surge was primarily driven by the continued traction of closed system single use, which returned to the local market in 2021. Young adult consumers, in particular, favour closed system products for their convenience, portability, and consistent performance. The popularity of the format has led to a notable cannibalisation of open vaping systems, which are considered less practical due to the ne

While volume sales of heated tobacco increased significantly in 2024, sales of smokeless tobacco have long remained negligible in Israel. However, 2024 saw a growing interest in nicotine pouches, particularly among younger consumers, fuelled by their increasing popularity on social media. According to data from the organisation Smoke Free, as of April 2024, 4.6% of 15–17-year-olds and 2.5% of 12–14-year-olds in Israel had tried chewing tobacco, which includes both nicotine and non-nicotine varie

Current value and volume sales of e-vapour products increased in New Zealand in 2024. Health and wellness trends continued to be the main driver of growth in the category, with government health initiatives focused on utilising smokeless tobacco products to help people quit tobacco. That being said, the category is not without some controversy, particularly given the proliferation of vape stores across the country, and the rise in not only youths using vaping products, but also non-smokers, as w

In 2024, the sales of smokeless tobacco and e-vapour products remain prohibited in Mexico due to health concerns. Growth for illicit e-vapour consumables in Mexico was strong and accounted for 100% of sales. The government has emphasised that these products contain numerous toxic substances that pose significant health risks. This category has observed years of bans, legal injunctions and regulatory challenges. In 2022 there was a presidential decree that fully prohibited the circulation and com

Overall, retail volume sales of smokeless tobacco, e-vapour products and heated tobacco in the US increased slightly in 2024. However, there were strong divergences in performance. Smokeless tobacco saw a decline, e-vapour products witnessed a marginal increase, heated tobacco was negligible and nicotine pouches posted dynamic growth. In retail current value sales, e-vapour products registered an overall decline, while chewing tobacco and nicotine pouches posted strong and dynamic growth, respec

Sales of e-vapour products continued to deliver dynamic growth in retail volume terms in 2024. However, a significant share of sales continued to be lost to the illicit market. More than two years ago, the hype around closed single-use systems reached its peak but with the upcoming ban via the EU Battery Directive most producers and consumers have started switching to rechargeable devices. As a matter of fact, closed system rechargeable devices have almost replaced single-use vaping devices whic

Volume sales of smokeless tobacco remained negligible in Serbia in 2024, as the category does not have an established presence in the country. In contrast, both e-vapour products and heated tobacco recorded solid growth, reflecting broader consumer shifts away from traditional cigarettes. E-vapour products, in particular, experienced robust expansion as Serbian smokers increasingly turned to these alternatives for perceived harm reduction and convenience. Disposable vape devices, in particular,

Both e-vapour products and heated tobacco continue to record strong growth in Georgia in 2024. The assortment of e-vapour products - particularly single use devices – is expanding significantly, with growing popularity among younger consumers. Heated tobacco is also expanding its variety of devices and sticks, further enhancing its appeal.

Volume sales of smokeless tobacco increased in 2024, whilst value sales of e-vapour products recorded a significant triple digit increase, and volume sales of heated tobacco rose. Smokers in Hungary are gradually shifting away from traditional tobacco products in favour of alternatives perceived as less harmful. This trend is particularly evident in the rising popularity of heated tobacco products, which most closely replicate the ritual and experience of cigarette smoking. These alternatives cu

In 2024, volume sales of smokeless tobacco rose, while value sales of e-vapour products increased, and volume sales of heated tobacco, meanwhile, also posted an increase. These developments reflect a growing demand for alternative nicotine products, particularly among health-conscious consumers and younger demographics. Socioeconomic and behavioural factors such as education level, income bracket and occupation significantly influenced uptake. For instance, individuals with lower levels of educa

Volume sales of e-vapour products in Croatia saw a flat performance in 2024, in contrast to the buoyancy of the previous year. The market was subjected to tightening regulations, growing public health scrutiny, and the declining popularity of open systems and e-liquids, which continued to lose ground. Nevertheless, the year saw a growing demand for closed vaping systems, particularly single-use disposables. These products are benefiting from rising consumer interest in convenience, discreet usag

In 2024, retail performance across smokeless tobacco, e-vapour products and heated tobacco reflected both the impact of regulatory changes and the category’s evolving consumer appeal. Excise tax hikes contributed to rising unit prices, pushing up value sales even as volume growth remained more moderate. Nevertheless, these alternative products continued to benefit from strong consumer interest and were widely perceived as less harmful than traditional cigarettes. Heated tobacco in particular saw

Both e-vapour products and heated tobacco registered growth in Slovenia in 2024. When young consumers now try tobacco for the first time, they are more likely to try vaping than cigarettes. As such, there was modest growth for e-vapor products. In addition, there was a pronounced consumer shift in favour of reduced harm products from smokers looking to quit. This resulted in healthy growth for heated tobacco, in particular. However, price sensitivity was evident, with consumers opting for more a

E-vapour products and heated tobacco saw positive volume growth in Canada in 2024, while smokeless tobacco decreased. Consumers perceive e-vapour products and heated tobacco as “less harmful”, even though this is a debatable belief. Iqos VEEV from Philip Morris International Inc (PMI) (GBO) (Rothmans Benson & Hedges Inc in Canada) remains niche in the country, although it is slowly gaining traction. Meanwhile, closed vaping pod systems are gaining share since disposable vapes were affected by ba

Smokeless tobacco, e-vapour products and heated tobacco has evolved into a structurally diverse market in Lativia, through performance varies considerably by format. Heated tobacco remains the largest and most mature category, having experienced strong volume growth in over the review period. Despite a minor dip in 2024, it remains resilient, with most players expected to pursue renewed growth through product innovation and by an expanded retail presence - especially in light of tightening restr

In Lithuania, the smokeless tobacco and nicotine alternatives market is showing contrasting dynamics across categories. Heated tobacco has become a mature and sizable market, growing rapidly until 2023, but showing signs of saturation in 2024. Despite this, industry interviews suggest underlying demand remains solid, but consumer shifts - particularly among younger users moving to single use vaping - are tempering further expansion. Conversely, closed system single use (disposables) continue to

In 2024, value and volume sales of e-vapour products rose substantially. Both categories benefitted from growing consumer awareness and a widespread perception that they pose fewer health risks than traditional combustible cigarettes. Heated tobacco in particular gained from its widespread availability across mainstream retail channels, mirroring the distribution footprint of cigarettes. Brands such as IQOS leveraged strong brand loyalty and continuous product innovation to solidify their positi

In 2024, Tunisia’s smokeless tobacco, e-vapour products and heated tobacco market experienced a decline in volume terms. Smokeless tobacco saw a significant downturn, primarily due to reduced production of local brand Neffa. Widespread drought and insufficient rainfall severely impacted the collection of the plants used in Neffa’s production, leading to supply shortages and declining sales.

The market for smokeless tobacco, e-vapour products and heated tobacco failed to record any measurable sales in Uruguay in 2024. Heated tobacco products were still unavailable in the country, despite receiving a regulatory green light in March 2021. Uruguay's strict anti-tobacco legislation, small market size, and low regional demand have made the country a less attractive destination for major multinational companies such as Philip Morris International and British American Tobacco. Moreover, al

E-vapour products in Azerbaijan continued to grow rapidly in 2024, driven primarily by the expansion of closed system single use. Despite a significant excise tax increase - AZN0.25 to AZN2.00 per unit - the category maintained strong momentum. Unlike countries such as Kazakhstan and Uzbekistan, where e-vapour products have been officially banned, Azerbaijan has not implemented such restrictions, although discussions about regulations are ongoing. For now, e-vapour products remain widely availab

After explosive growth in 2023, when the e-vapour products in Uzbekistan emerged almost from scratch, e-vapour products continued to show positive momentum in 2024, although at a slower pace than the previous year. However, in 2024, the Ministry of Health introduced a draft law to fully ban e-cigarettes, which was approved by the Senate on April 30, 2025. The law prohibits the production, import, sale, and storage of e-cigarettes and liquids, introducing administrative and criminal penalties fo

Volume sales of smokeless tobacco increased in 2024, whilst value sales of e-vapour products recorded strong, double-digit growth. Consumption of Swedish-style snus continued to grow steadily, solidifying its position as a key product within smokeless tobacco. Over the past decade, usage has nearly doubled, increasing from 9% to 16% of the population. This growth has been particularly notable among adults aged 25 to 44, as well as among lower-income consumer groups. The rising popularity of snus

E-vapour products are a burgeoning product in Ecuador and registered significant current value growth in 2024. The sale of legal e-vapour products has experienced a substantial increase during the review period, reflecting a notable shift in consumer preferences. This growth has been particularly driven by the rise of closed system single use e-vapour products, which have become increasingly popular due to their affordability, ease of use, and wide availability. These products are especially tre

Philip Morris International (PMI) and British American Tobacco (BAT) have strategically expanded their portfolios in Pakistan to include smokeless tobacco, e-vapour products, and heated tobacco, responding to evolving consumer preferences and global shifts toward alternative nicotine delivery systems. BAT has focused on the smokeless tobacco category through its tobacco free oral nicotine pouch, Velo. The product has experienced healthy volume growth, particularly among young adults attracted to