Tobacco in Slovakia recorded overall value growth in 2024, largely driven by price inflation and an excise tax hike on cigarettes. However, volume sales continued to decline across most traditional tobacco categories, reflecting the impact of rising prices, evolving legislation, and a shift in consumer behaviour. As smoking prevalence declined and health awareness increased, demand continued to pivot toward modern, perceived less harmful alternatives, including e-vapour and heated tobacco products. At the same time, constrained purchasing power led to further market polarisation, with consumers opting either for more affordable options or premium, lifestyle-driven products.
Tobacco volume sales in Slovakia declined slightly in 2024, while value sales rose. This growth in value terms was largely driven by rising unit prices, prompted by an excise tax increase and broader inflationary pressures. At the same time, demand continued to shift toward perceived lower-risk alternatives, including heated tobacco and e-vapour products. Value sales also benefited from consumer stockpiling of heated tobacco flavours ahead of the planned 2025 ban and strong performance across vaping categories, particularly single-use devices.
Philip Morris retained its position as the leading company within tobacco in Slovakia in 2024. The company’s portfolio spans both traditional and next-generation products, with strong representation through its Marlboro and L&M cigarette brands, as well as its flagship heated tobacco system, IQoS. Despite its leadership, Philip Morris saw a marginal decline of 2 percentage points in volume share in 2024, reflecting intensifying competitive pressures. The company continues to invest heavily in innovation and promotion, particularly at the point of sale the only legal channel for tobacco advertising in Slovakia. Its strategic pivot towards heated tobacco and closed system single-use devices signals a shift in focus, aligning with changing consumer preferences and declining demand for traditional cigarettes.
Food/drinks/tobacco specialists remained the leading distribution channel for tobacco in Slovakia in 2024. The channel’s share declined only marginally over the year, as specialist retailers continued to offer a compelling value proposition through wide product assortments, knowledgeable staff, and a high level of category expertise. These stores often carry an extended range of tobacco accessories and premium products across various price points, giving consumers the opportunity to select items that suit their preferences and budgets. The specialised nature of these outlets has helped retain customer loyalty, despite growing competition from more accessible retail formats.
Tobacco sales in Slovakia are expected to fall in volume terms over the forecast period, while growing in value terms. The market will continue to be shaped by a declining smoking population and a sustained upward trajectory in average unit prices. These prices will be influenced not only by inflationary pressure, but also by successive tax increases. In 2025, for instance, the VAT rate on tobacco was raised from 20% to 23%, contributing to widespread price hikes across tobacco categories. These factors are set to place downward pressure on volume demand, even as value sales remain buoyed by rising prices.
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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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