2025 Developments
Thailand’s nicotine landscape in 2025 was marked by a rapid contraction in legal volumes, diverging sharply from the more stable or moderately growing performance seen across Asia Pacific, as a combination of rising excise taxes, persistent illicit supply, and widespread informal e-vapour availability fundamentally alters consumption and competitive dynamics. The environment remains highly unattractive for legal players, as the entrenched price gap with illicit options and the inability of enforcement efforts to achieve sustainable results further erode the legal base. Success in this context depends on an agile response to value-seeking behaviour, demonstrated by the willingness of consumers to pay a premium for capsule innovations, as well as the ability to rapidly adapt portfolios and distribution strategies in the face of expanding informal and digital channels and ongoing regulatory uncertainty.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Nicotine industry in Thailand 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 Nicotine industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nicotine in Thailand 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 Nicotine in Thailand?
- Which are the leading brands in Nicotine in Thailand?
- How are products distributed in Nicotine in Thailand?
- Which category is the most heavily taxed in Thailand?
- How is the operating environment for Nicotine changing?
- What are the current legislative restrictions applicable to the sale of Nicotine products in Thailand?
- 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?
Nicotine in Thailand
2025 Developments
Key Data Insights
Philip Morris Launches Capsule Innovations to Win Value-Driven Smokers
Illicit Brands and E-Vapour Disrupt Established Purchasing Habits
Value-Seeking Consumers Reshape Competition
Illicit Trade Constrains Nicotine Volumes as Alternative Formats Grow
Value-Focused Strategies Become Critical for Success
Philip Morris Leads as Value Innovation Reshapes Competition
Independent Stores Hold Leadership as Digital Platforms Bypass Regulation
Social Commerce Outpaces Retail E-Commerce as Buyers Seek Frictionless Access
Value-Driven Trends Shape Nicotine Innovation
Capsule Technology and Illicit Alternatives Define Recent Changes
Strategic Adjustments Drive Market Share Shifts and Future Retention
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Health Warnings
Plain Packaging
Point-Of-Sale Display Bans
Smoking in Public Places
Flavoured Tobacco Product Ban
Vapour Products
Production/Imports/Exports
Cigarettes in Thailand
Key Data Insights
Cigarettes Summary
Tobacco Authority Shifts Focus as Illicit Sales Surge
Flavour Innovation and Price Repositioning Target Shrinking Demand
Younger Consumers of Legal Smoking Age Abandon Cigarettes for Illegal Alternatives
Tax Reform and Illicit Supply Reshape Pricing and Channel Dynamics
Younger Users of Legal Smoking Age Accelerate Shift to Alternative Nicotine Formats
Philip Morris Strengthens Position through Portfolio Diversification
Modern Trade Gains Share at the Expense of Independent Retailers
Taxation and Pricing
Product Innovation Responds to Market Pressures
Value and Variety Drive Market Gains
Strategic Diversification Amidst Shifting Consumption
Cigars, Cigarillos and Smoking Tobacco in Thailand
Key Data Insights
Cigars, Cigarillos and Smoking Tobacco Summary
Legacy Brands Reinforce Value-Led Downtrading among Smokers
Smoking Tobacco Is Largest While Cigars and Cigarillos Is the Fastest Growing Category
Value Consciousness Highlights Smoking Tobacco as Cigars Remain Tourism-Driven
Illicit Tobacco Erodes Value as Price-Sensitive Buyers Shift Away From Legal Channels
Smoking Tobacco Set to Outpace Premium Cigars Amid Tourism-Dependent Demand
Roll-Your-Own Retains Dominance as Established Value Brands Anchor Spending
Piangjai and Surapayanak Expand Their Lead as Legacy Brands Anchor Demand
Traditional Retail Channels Continue to Shape Tobacco Sales
Legal Barriers Exclude Online Sales as Physical Stores Remain Essential
Country Reports Disclaimer
The following categories and subcategories are included:
Nicotine
-
-
- Fine Cut Cigarettes
-
- Cigarettes (Illicit+Legal)
-
-
- Cigars
- Cigarillos
-
- Pipe Tobacco
- Fine Cut Tobacco
-
-
-
- Chewing Tobacco
-
-
- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
-
-
-
- Closed System Single Use
-
- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
-
- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
-
-
- Tobacco Heating Devices
- Heated Tobacco
-
- Nicotine Pouches
-
-
- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Nicotine
Passport Nicotine covers the seven major nicotine 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 Nicotine research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!