Tobacco in 2024: The big picture
In 2024, the tobacco landscape in Finland continued to shift as consumers increasingly moved away from tobacco-containing products and embraced alternatives. Health consciousness remained a key driver of change, with many Finns favouring non-tobacco nicotine products such as vapes and nicotine pouches. Smoking prevalence continued to decline, especially among younger generations, who were significantly less likely to use traditional tobacco products than older consumers. As a result, manufacturers have been steadily pivoting towards tobacco-free offerings, recognising that traditional options such as cigarettes and smoking tobacco have little long-term potential.
2024 key trends
Sales of traditional tobacco products continued to decline in volume terms, while newer formats such as e-vapour products and nicotine pouches saw growing demand. This evolution in consumption patterns reflected a generational divide: younger Finns were generally disinterested in tobacco-based nicotine, instead fuelling the expansion of alternative products. At the same time, older users were also seeking to reduce or quit their cigarette use many turning to nicotine pouches or vapes as substitutes.
Competitive landscape
Philip Morris Finland retained its position as the leading tobacco company in 2024, largely due to its continued dominance in the cigarette category. However, its overall share declined slightly as emerging companies gained ground in high-growth areas such as nicotine pouches and disposable closed-system vapes.
Retail developments
Grocery retailers continued to account for the majority of tobacco and nicotine sales in Finland, as consumers were accustomed to purchasing these products alongside their everyday shopping. While the grocery channel offered good availability across product types, specialist outlets and online platforms catered more effectively to niche interests, such as premium cigars or a wider selection of nicotine pouches.
What next for tobacco?
Tobacco sales are expected to decline steadily in volume terms over the forecast period, with falling smoking rates continuing to weigh on cigarette consumption. Although nicotine pouches and e-vapour products have shown strong growth, their future will be shaped by tighter regulations and rising taxes. As a result, growth rates are expected to slow, and many Finns may increasingly rely on cross-border purchases both legal and illicit to access more affordable or diverse options.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Finland 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 Finland, 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 Finland 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 Finland?
- Which are the leading brands in Tobacco in Finland?
- How are products distributed in Tobacco in Finland?
- Which category is the most heavily taxed in Finland?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Finland?
- 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 Finland
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
Flavoured tobacco product ban
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Finland
KEY DATA FINDINGS
Cigarette sales continue to decline as fewer Finns take up or maintain the habit
Philip Morris Finland maintains strong leadership with widely available brands
Grocery retailers, especially hypermarkets, remain dominant distribution channels
Retail volume sales expected to continue sharp decline amid social and regulatory pressures
Cross-border trade likely to persist as consumers seek cost savings
Market consolidation expected as regulatory burden discourages innovation
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Finland
KEY DATA FINDINGS
Steep decline in cigarillos drives category contraction
Leading players consolidate positions as smaller brands exit
Grocery retailers dominate distribution across categories
Steady volume decline expected across categories
Premium cigars retain niche potential while bulk formats fade
Innovation limited to premium positioning and sustainability
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Finland
KEY DATA FINDINGS
Strong growth in e-vapour and nicotine pouch sales as user base expands
Philip Morris leads e-vapour segment while nicotine pouch competition intensifies
Grocery retailing emerges as dominant distribution channel
Slower growth ahead amid tightening regulation and rising taxes
Tobacco-free alternatives maintain growth advantage over traditional products
Closed-system vapes to lead innovation as other areas stagnate
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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