In 2024, Kazakhstan's tobacco market was shaped by tighter regulations, mounting economic pressures, and evolving consumer preferences. The most significant development was the complete ban on e-vapour products, which pushed the entire category into the illicit market and redirected some consumer demand towards heated tobacco. This shift spurred a resurgence in heated tobacco sales, following a two-year period of decline. Meanwhile, cigarette sales continued their downward trend, driven by rising prices due to increased excise taxes and growing price sensitivity among consumers. Although smoking prevalence remains relatively high, the market is undergoing a gradual transformation as regulatory pressures intensify and consumers increasingly turn to alternative nicotine products.
The tobacco market in Kazakhstan continued to decline in volume terms in 2024, largely due to the ongoing fall in cigarette sales. Since cigarettes still represent the bulk of overall tobacco consumption, this downward trend significantly affected the market’s overall performance. Growth was constrained by rising prices and the expanding illicit trade. In response, consumers increasingly shifted towards alternatives such as heated tobacco and, despite an official ban, illicitly obtained e-vapour products. Nonetheless, the market grew in current value terms, driven by continued price increases - primarily the result of higher excise taxes. Meanwhile, smoking prevalence is gradually declining, although at a slow pace.
JTI Kazakhstan maintained its leading position in the tobacco market in 2024, supported by a strong and diversified portfolio of brands, which span all price segments. Its economy brand LD remained a key player, while Winston, Sobranie, and Camel retained a high profile in the mid to premium segments, where JTI holds a particularly strong position. Although the economy segment was hardest hit by the rise in illicit trade, JTI’s mid-priced and premium offerings remained stable - and in some cases, even experienced growth. Since late 2023, the company has also been actively expanding its presence in heated tobacco with its Ploom brand and Winston sticks, strengthening its footprint in reduced-risk products.
Small local grocers remained the primary distribution channel for tobacco in Kazakhstan in 2024, particularly for cigarettes. While the presence of supermarkets, and other modern retail formats is steadily growing, small local grocers continue to play a central role in tobacco distribution due to their entrenched reach across both urban and rural regions and consumer familiarity.
The tobacco market in Kazakhstan is expected to continue declining in volume terms over the forecast period, primarily due to the sustained decrease in cigarette consumption - the largest category. Although heated tobacco is projected to grow, following the mid-2024 ban on vaping, its expansion is unlikely to fully offset the sharp decline in cigarette sales. Smoking prevalence is gradually falling, influenced by tighter regulations and a slow but steady shift towards healthier lifestyles.
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Understand the latest market trends and future growth opportunities for the Tobacco industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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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