Tobacco in 2024: The big picture
Traditional tobacco products, including cigarettes, cigars and smoking tobacco, are facing declining consumption in Estonia, while alternatives, such as e-vapour products and tobacco free oral nicotine pouches, are gaining momentum. This shift is driven by growing consumer interest in less harmful nicotine options due to rising health awareness, ongoing technological advancements and a wider range of product offerings. At the same time, stricter regulations on advertising, sales, and flavoured tobacco products are influencing consumer behaviour and reshaping market dynamics. The rise of the premium and mid-priced segments, which offer both quality and affordability, is attracting a broad spectrum of consumers.
2024 key trends
The overall decline in tobacco sales in Estonia in 2024 was primarily driven by a reduction in cigarette consumption as more consumers shifted to lower-risk smoking alternatives and the number of traditional smokers continued to decrease. However, despite the drop in volume, value sales saw an increase due to higher excise taxes and rising prices.
Competitive landscape
Philip Morris Eesti OÜ was the leading company within tobacco overall in Estonia in 2024 due to its strong focus on quality, innovation, and customer satisfaction. The company has very strong brands within traditional cigarettes with different price ranges. It was also the indisputable leader of the growing category of heated tobacco. Wide distribution and strong consumer awareness support the healthy performance of the company.
Retail developments
Supermarkets retained their leading position in the distribution of tobacco products in 2024 due to their widespread presence and convenience for consumers. They offer competitive pricing and a broad selection of tobacco products, making them a preferred choice. Additionally, supermarkets have established relationships with major tobacco companies, ensuring consistent availability of popular brands.
What next for tobacco?
The consumption of cigarettes, cigars and smoking tobacco is expected to decline in Estonia over the forecast period, driven by rising health awareness and the growing popularity of alternatives such as e-cigarettes and heated tobacco products. Stricter regulations on advertising, sales, and flavoured tobacco are also expected to influence consumer behaviour, encouraging a shift toward reduced-risk alternatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Estonia 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 Tobacco industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tobacco in Estonia 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 Tobacco in Estonia?
- Which are the leading brands in Tobacco in Estonia?
- How are products distributed in Tobacco in Estonia?
- Which category is the most heavily taxed in Estonia?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Estonia?
- 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?
Tobacco in Estonia
Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
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
DISCLAIMER
Cigarettes in Estonia
KEY DATA FINDINGS
Downward trajectory continues in 2024
Philip Morris Eesti OÜ leads with its diverse portfolio of brands
Supermarkets lead with their competitive pricing and broad product selection
Rising prices and consumer health awareness drive further decline
Reduced-risk alternatives to gain popularity
Declining sales discourage innovation
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Estonia
KEY DATA FINDINGS
Cigarillos benefit from the shift toward more affordable tobacco options
Dannemann Cigarrenfabrik GmbH leads cigars and cigarillos, offering affordable pricing and broad availability
Food, drink, and tobacco specialists maintain their lead, supported by broad product selection and knowledgeable staff
Healthier lifestyles impact consumption
No changes expected in the competitive landscape
Expanding range of premium products and flavours
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Estonia
KEY DATA FINDINGS
Increasing health awareness and a growing preference for alternatives to traditional tobaccco products drive strong growth in 2024
Nicorex Baltic OÜ leads e-vapour products, whilst PMI is the sole player in heated tobacco
Other non-grocery retailers offer a wide range of products, including the latest innovations
Growth fuelled by rising demand for less harmful nicotine options
Product variety to appeal to young adults
Substantial innovation expected
The following categories and subcategories are included:
Tobacco
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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)
Tobacco
Passport Tobacco covers the seven major tobacco 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 Tobacco research and analysis database.
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