Tobacco in 2024: The big picture
While smoking prevalence is in decline in Greece, social acceptance of tobacco use remains relatively high in 2024 particularly among younger generations resulting in a slower decline compared to other Western countries. Poor enforcement of smoking bans contributes to sustained smoking rates, with many hospitality venues turning a blind eye to indoor smoking after late evening hours. Vaping and heated tobacco use are also widely tolerated in enclosed spaces. Favourable weather conditions further support tobacco consumption, as outdoor seating remains viable for most of the year. Many on-trade venues offer heated outdoor areas specifically for smokers.
2024 key trends
Volume sales increased across most tobacco categories in 2024. This growth was driven by a combination of favourable weather, rising tourist flows, and a notable decline in illicit trade. While some smokers are transitioning to next-generation nicotine products, many are adopting a dual-usage pattern consuming both traditional and newer formats such as heated tobacco and cigarettes, or roll-your-own (RYO).
Competitive landscape
Papastratos Cigarette Manufacturing Co SA, a subsidiary of Philip Morris International, maintained leadership in both cigarettes and heated tobacco, giving it a dominant position across the tobacco market. Despite intensifying competition and the relatively high price of Terea, Papastratos holds the largest share of the heated tobacco segment.
Retail developments
Small local grocers primarily kiosks and corner shops remained the leading distribution channel for tobacco in 2024. However, their share continues to decline due to the shrinking number of outlets and rising competition from convenience stores.
What next for tobacco?
Sales of tobacco products are expected to decelerate over the forecast period. While next-generation categories such as heated tobacco and e-vapour have been strong drivers of growth, their expansion is beginning to slow as penetration rises. Awareness of harm reduction is increasing, and more smokers are expected to shift away from traditional products. However, many will continue to purchase traditional tobacco occasionally whether for convenience (e.g. when heated tobacco devices are unavailable) or simply for variety.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Tobacco in Greece?
- How are products distributed in Tobacco in Greece?
- Which category is the most heavily taxed in Greece?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Greece?
- 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 Greece
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
Plain packaging
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Reduced harm
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Greece
KEY DATA FINDINGS
Smoking prevalence remains high despite slow decline
Papastratos retains leadership but loses share to more focused players
Traditional retail remains dominant but faces increasing competition
Gradual decline moderated by tourism and dual usage
Cultural and environmental factors sustain demand
Innovation slows as investment shifts to alternative products
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Greece
KEY DATA FINDINGS
Price fighter cigarillos drive growth while seasonal and regulatory pressures affect cigars
Leading players adapt portfolios to maintain relevance across cigar and smoking tobacco formats
Small local grocers remain key, but convenience stores gain ground through accessibility
Price sensitivity, tourism trends and smoking bans will shape cigars and cigarillos performance
Cultural norms, climate and lax enforcement support sustained, though declining, demand
Limited innovation expected as companies prioritise new generation tobacco products
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Greece
KEY DATA FINDINGS
Slow uptake for smokeless tobacco despite new launches
Closed e-vapour systems outperform amid convenience-led shift and flavour innovation
Heated tobacco continues to expand, though growth begins to moderate
Closed e-vapour systems to lead category growth amid continued shift away from open formats
Tourism and cross-border consumer flows to support performance across categories
Innovation to concentrate on heated tobacco and tobacco-free alternatives, while vapour launches diversify
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?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
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This report originates from Passport, our Tobacco research and analysis database.
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