Tobacco in 2024: The big picture
In 2024, Turkey’s tobacco market experienced mixed dynamics shaped by macroeconomic volatility, evolving consumer habits, and rigid regulatory constraints. The industry continues to operate within a tightly controlled framework, with bans on e-vapour products and heated tobacco remaining in effect. Nonetheless, illicit sales through online channels and tobacco shops persist, exposing enforcement gaps. Although global health awareness and the de-normalisation of tobacco use continue to grow, Turkey’s high smoking prevalence and the cultural embeddedness of tobacco consumption sustain demand across categories.
2024 key trends
While overall volume sales of tobacco declined, retail value sales rose sharply, reflecting price inflation of around 73% due to soaring production costs, lira depreciation, and broader economic instability. Despite these steep price increases, consumption proved resilient.
Competitive landscape
Turkey’s tobacco market remained fragmented in 2024, with different players leading across key categories. Philip Morris Sabanci Pazarlama ve Satis AS continued to dominate the cigarette segment. The company’s strong performance was driven by its premium brands Marlboro and Parliament, which accounted for the bulk of its volume sales.
Retail developments
Food/drink/tobacco specialists remained the leading distribution channel for tobacco in 2024. Their stable performance reflected deep-rooted consumer trust, extensive availability, and category expertise — particularly in cigars, cigarillos, and smoking tobacco. These outlets also played a key role in legal compliance by offering banderolled (tax-stamped) fine cut tobacco, which became increasingly important amid concerns about illicit trade.
What next for tobacco?
Turkey’s tobacco market is expected to continue growing in volume and value terms over the forecast period, albeit at a slower compound annual growth rate compared to the review period. Cigarettes will retain their dominance, underpinned by sustained demand for premium brands, while fine cut tobacco will see further expansion among price-sensitive consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- Which are the leading brands in Tobacco in Turkey?
- How are products distributed in Tobacco in Turkey?
- Which category is the most heavily taxed in Turkey?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Turkey?
- 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 Turkey
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
Plain packaging
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Turkey
KEY DATA FINDINGS
Premium brands and immigration flows drive volume recovery
British American Tobacco gains momentum with Kent portfolio
Discounters outperform in a shifting retail landscape
Cigarette sales set to grow modestly as inflation eases and controls tighten
Premium positioning and format innovation will shape market dynamics
Brand development to focus on line extensions over disruptive innovation
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Turkey
KEY DATA FINDINGS
High prices and regulation contribute to declining volumes across both categories
Teka and Royal Tobacco lead in their respective segments amid shifting competitive dynamics
Tobacco specialists expand their lead as the most trusted distribution channel
Recovery expected across all categories, supported by premium offerings and regulatory shifts
Price hikes to continue, driven by inflation and currency pressures
Product differentiation likely to focus on flavours and presentation, not innovation
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
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This report originates from Passport, our Tobacco research and analysis database.
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