Tobacco in 2024: The big picture
Tobacco use remains a significant public health concern in Tunisia, with nearly one third of adults smoking cigarettes as of 2024. Despite increasing awareness of its health risks, smoking remains socially acceptable - especially among men and in rural areas. Moreover, while tobacco products are relatively expensive, the existing tax structure falls short of World Health Organization (WHO) recommendations, limiting its effectiveness as a deterrent. Although regulatory measures such as public smoking bans and advertising restrictions exist, enforcement remains inconsistent. At the same time, alternative products like e-vapour devices and shisha tobacco are gaining popularity among young Tunisians. These are frequently perceived as less harmful and more socially acceptable than traditional cigarettes, complicating efforts to regulate tobacco use in the country.
2024 key trends
Tobacco volume sales in Tunisia stagnated in 2024, following more significant declines earlier in the review period. Cigarettes remained by far the largest category, with stable volume sales compared to 2023. Prices for legal cigarettes were kept consistent to maintain competitiveness against the influx of illicit alternatives, primarily smuggled from Libya. These low-cost products are widely available through traditional grocery retailers and remained attractive to price-sensitive consumers.
Competitive landscape
The tobacco market in Tunisia is dominated by two state-owned companies: Régie Nationale des Tabacs et des Allumettes (RNTA) and Manufacture des Tabacs de Kairouan (MTK), both operating under the supervision of the Ministry of Finance. RNTA holds a leading position in the industry, responsible for the production of several well-known local cigarette brands such as 20 Mars Gold and 20 Mars International, which enjoy widespread recognition among Tunisian smokers. Beyond domestic production, RNTA also serves as the exclusive importer and distributor of all international tobacco brands that are authorised by the Ministry of Finance, including major global names. Meanwhile, MTK, although smaller in scale, has been gaining momentum by expanding its production capacity and product range.
Retail developments
Small local grocers remained the leading distribution channel for tobacco in 2024, maintaining strong popularity across all consumer groups. These outlets are widely accessible throughout Tunisia and benefit from regulatory authorisation, as tobacco sales are permitted only in specific retail formats - including small grocers, tobacco specialists, and forecourt retailers. By contrast, modern grocery retailers are not authorised to sell cigarettes under Tunisian law.
What next for tobacco?
The Tunisian tobacco market is projected to experience a decline in volume sales over the forecast period, driven primarily by decreasing demand for cigarettes. This will result from several factors, including ongoing shortages of international brands and the continued dominance of low-cost products from the parallel market, which will continue to attract price-sensitive consumers. In response to the competitive pressure posed by illicit trade, the Tunisian Ministry of Finance intends to stabilise legal tobacco prices, which have remained unchanged since August 2023.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Tunisia 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 Tunisia, 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 Tunisia 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 Tunisia?
- Which are the leading brands in Tobacco in Tunisia?
- How are products distributed in Tobacco in Tunisia?
- Which category is the most heavily taxed in Tunisia?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Tunisia?
- 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 Tunisia
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
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Tunisia
KEY DATA FINDINGS
Cigarettes volumes see marginal decline in 2024
Régie Nationale des Tabacs et des Allumettes (RNTA) and Manufacture des Tabacs de Kairouan (MTK) continue as key players
Traditional retailers are main distributors
Cigarettes will come under pressure from supply issues and shifting consumer preferences
Illicit cigarette will remain an issue amid economic pressures and border challenges
Stagnant prices will stifle innovation
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Tunisia
KEY DATA FINDINGS
Sharp decline amid financial and operational challenges
Régie Nationale des Tabacs et des Allumettes maintains its dominance
Tobacco specialists and on-trade outlets lead distribution
Market will rebound despite ongoing challenges
Illicit trade could increase, while shisha use is on the rise
Limited innovation to hamper growth
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Tunisia
KEY DATA FINDINGS
Smokeless tobacco declines as heated products gain traction
RNTA maintains dominance in smokeless and heated tobacco markets
Small local grocers dominate distribution
Heated tobacco to drive growth
Illicit e-vapour market is expected to grow
Innovation will be limited to heated tobacco and devices
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.
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This report originates from Passport, our Tobacco research and analysis database.
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