Tobacco in 2024: The big picture
In 2024, Lithuania’s tobacco market continued its transformation, marked by a persistent decline in traditional cigarette use and a generational shift in consumption habits. Consumers are moving away from smoking not necessarily by quitting altogether, but by substituting with newer nicotine formats, most notably single use vapes and heated tobacco. These alternatives are perceived as more modern, less harmful, and better aligned with shifting lifestyles. Regulatory pressures, such as the 2023 flavour ban, and rising excise taxes have reshaped product availability and pricing, accelerating this transition. While heated tobacco began to show signs of saturation, disposable vapes continued their rapid ascent, especially among younger users, despite rising prices and concerns about illicit trade. Economic uncertainty and price sensitivity have also played a role, prompting some users to trade down or exit the market altogether. Overall, the industry is becoming more fragmented and dynamic, with traditional categories losing ground to more adaptable, convenience-driven products.
2024 key trends
Cigarette consumption in Lithuania continued its steady decline in 2024, driven by a mix of structural, regulatory, and behavioural shifts. Smoking is increasingly seen as outdated, especially among younger adults, who are turning to alternative nicotine products or avoiding nicotine altogether. The government’s consistent excise hikes, along with broad public health campaigns and stricter smoking restrictions, have made cigarettes less accessible and less socially acceptable. While illicit trade remains a concern, its share in overall consumption has not grown, suggesting enforcement measures are having some effect.
Competitive landscape
Philip Morris International (PMI) was the leading player across multiple tobacco categories in Lithuania in 2024. The country serves as a key regional market for the company due to its large-scale cigarette production facility located in Klaipeda, which provides logistical advantages. As the leader in cigarettes, PMI also pioneered and drove the growth of the heated tobacco category in Lithuania. While competitors, including Japan Tobacco International (JTI) and British American Tobacco (BAT), have challenged PMI’s position in heated tobacco, the company maintains a strong lead thanks to its TEREA product line.
Retail developments
Across all tobacco categories - cigarettes, cigarillos, cigars, smoking tobacco, and heated tobacco - the majority of sales in 2024 continued to go through offline retail, with supermarkets, hypermarkets, and convenience stores playing central roles. While e-commerce remains negligible, forecourt retailers and convenience chains gained slight share in heated tobacco and cigarettes, indicating the growing relevance of fast-access formats. In essence, traditional retail remains the undisputed backbone of tobacco sales in Lithuania, with only limited disruption from online or non-retail avenues.
What next for tobacco?
While the overall tobacco market in Lithuania is projected to contract in volume terms over the forecast period, this trend will be uneven across categories. Traditional cigarette consumption is set to decline steadily due to increasing restrictions, tax hikes, and generational shifts in usage patterns. However, perceived reduced-risk products, such as tobacco heating devices and closed system single use e-cigarettes, are expected to see further uptake, particularly among urban adult smokers seeking alternatives to combustible products. The popularity of disposable vapes (e.g. Salt Switch and Whoop) and heated tobacco products (e.g. Iqos and Glo) reflects a strong interest in convenience, novelty, and perceived harm reduction. This trend is also supported by product innovation, improved availability, and targeted brand positioning.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Lithuania 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 Lithuania, 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 Lithuania 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 Lithuania?
- Which are the leading brands in Tobacco in Lithuania?
- How are products distributed in Tobacco in Lithuania?
- Which category is the most heavily taxed in Lithuania?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Lithuania?
- 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 Lithuania
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 Lithuania
KEY DATA FINDINGS
Cigarettes continues its downward trajectory in 2024
PMI leads with effective distribution, pricing strategies, and brand positioning
Highly accessible supermarkets remains the dominant distribution channel
Further decline driven by regulatory pressures, rising prices, and changing consumer preferences
Shift toward reduced-risk and alternative nicotine products
Limited innovation potential
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Lithuania
KEY DATA FINDINGS
Reduction of excise tax advantages and intermittent supply challenges impact cigarillos in 2024
Amber Distribution Lithuania UAB emerges as the cigarillos leader
Supermarkets offer convenience, competitive pricing and consistent availability
Stable future
Shift toward customisation
Innovation focused on product refinement and packaging enhancements
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Lithuania
KEY DATA FINDINGS
Contrasting dynamics in 2024
E-vapour market is consolidating around key brands
Specialist stores lead e-vapour, while supermarkets emerge as the leading channel for heated tobacco
Intensifying shift from combustible to reduced-risk products
Increasing regulatory alignment with broader EU tobacco control frameworks expected
Technological advancements to play a growing role in brand positioning and consumer retention
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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