Although Georgia enforces strict anti-tobacco laws, cultural norms continue to hinder effective implementation, making smoking a deeply rooted social habit. Daily smokers are primarily concentrated in urban areas, where the fast-paced lifestyle, combined with stress and social pressures, contributes to higher smoking rates. Additionally, traditional gender roles in Georgian society play a significant role in the prevalence of smoking among men, as it is often associated with masculinity.
The overall decline in tobacco volume sales in 2024 is primarily driven by a decrease in cigarette consumption. In contrast, value sales are rising due to price increases, largely influenced by higher excise taxes. The shrinking population of smokers further contributes to the decline in cigarette volume sales. Meanwhile, the growing popularity of reduced-risk alternatives - such as heated tobacco products and e-cigarettes - has intensified market competition.
Philip Morris International (PMI) retains its strong position in overall tobacco in Georgia in 2024 thanks to its leading positions in cigarettes as its flagship brands, Marlboro and Parliament, continue to enjoy strong consumer loyalty. Despite premium branding, PMI strategically prices its products to remain competitive, especially in the face of inflation and rising excise taxes. This balance between quality and affordability appeals to a broad consumer base. In addition, PMI has established a robust distribution network across Georgia, ensuring its products are widely available in both urban and rural areas. This accessibility reinforces brand visibility and consumer preference.
Small local grocers continue to play a vital role in distribution in 2024, particularly in remote and underserved areas. While modern retail channels, such as supermarkets and convenience stores, are expanding rapidly, their presence has yet to reach many Georgian regions. This creates an opportunity for small local stores to thrive by catering to immediate community needs, offering convenient access to essentials, and maintaining personalised customer relationships. Their adaptability and ability to meet local demand ensure their resilience, even as modern retail growth accelerates.
Cigarette volume sales in Georgia are expected to continue falling over the forecast period. Decline will be driven by a combination of factors, including rising health awareness, stricter regulations, and the growing popularity of reduced-risk alternatives such as e-cigarettes and heated tobacco. In addition, demographic shifts and a shrinking smoking population are expected to further accelerate the decline in traditional cigarette consumption.
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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 definitionsThis report originates from Passport, our Tobacco research and analysis database.
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