Tobacco in 2024: The big picture
The direction of tobacco in Taiwan depends on the progress of government legislation. In 2023, the Tobacco Hazards Prohibition Act was announced, followed by more specific standards for additives in 2024. There is still uncertainty regarding the final scope and implementation timeline, with industry players waiting for further clarification. The government has stated that certain chemical additives, including those in tobacco, will be restricted. However, the exact enforcement timeline and full list of prohibited substances remain unclear. Companies are waiting for more details before making strategic decisions.
2024 key trends
Retail volume sales of tobacco in Taiwan saw a second consecutive year of strong decline in 2024. Meanwhile, retail current value sales dropped at a faster rate in 2024, compared with 2023. Only heated tobacco products posted positive retail volume growth at the end of the review period. Following the 2023 amendment to the Tobacco Hazards Prevention Act, heated tobacco products were legally given the opportunity for market entry, while there were bans for e-cigarettes and flavoured tobacco, including cigarettes.
Competitive landscape
JT Tobacco International Taiwan Corp consolidated its clear leadership of tobacco with significant retail volume share growth in 2024. The company produced brands like Mevius, Winston, Mine and LD in cigarettes. Mevius remained the leading brand, utilising a wide offer to grow retail volume share in tobacco overall in 2024. However, retail volume sales decreased, as the brand witnessed price increases of TWD5.00 on all of its core options (except menthol and soft packs) from September 2024. Meanwhile, Mine, which has even clearer premium positioning than Mevius, saw a reduction in price.
Retail developments
Convenience stores continued to grow its retail volume share in 2024, to consolidate its position as the leader in terms of the distribution in cigarettes. Taiwan's network of convenience stores rose steadily through the review period to reach over 13,000 outlets in 2024. In terms of sales structure, beverages and tobacco/alcoholic drinks accounted for significantly more than one half of convenience stores’ total sales.
What next for tobacco?
Over the forecast period, tobacco is projected to see a negative retail volume CAGR and a positive, if modest, retail value (constant 2024 prices) CAGR. Due to the government's active smoking reduction policies, the implementation of the Tobacco Hazards Prevention Act, and the increase in tobacco taxes, more consumers are expected to quit smoking or reduce consumption. Additionally, the rise of new tobacco products is likely to exert a significant influence on the industry.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Taiwan 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 Taiwan, 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 Taiwan 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 Taiwan?
- Which are the leading brands in Tobacco in Taiwan?
- How are products distributed in Tobacco in Taiwan?
- Which category is the most heavily taxed in Taiwan?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Taiwan?
- 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 Taiwan
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 Taiwan
KEY DATA FINDINGS
Cigarettes continues to dominate tobacco despite declining demand
Winston and Mevius top the leading player’s portfolio
High and wide access favours convenience stores
New legislation to have strong repercussions for cigarettes
Social media exposure to content
Ban on flavoured cigarettes to sway new product development
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Taiwan
KEY DATA FINDINGS
Stabilisation in cigars and cigarillos while smoking tobacco remains negligible
The Pacific Cigar Co leverages portfolio of in-demand Cuban cigars
Tobacco specialists lead through strong product selections and good customer service
Growing cigar culture to push the category
Potential tariff and price increases may make cigars even more exclusive
Cigarillos to benefit from pricing and strong distribution
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Taiwan
KEY DATA FINDINGS
Heated tobacco continues to develop as a category amidst legal obstacles
Philip Morris International dominates heated tobacco
E-commerce tops distribution as legal status remains an issue
The wait for full legalisation slows the take-off of heated tobacco
Heated tobacco players ready to step into flavour gaps
Local player waits to enter the fray
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
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Tobacco research and analysis database.
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