Both e-vapour products and heated tobacco registered growth in Slovenia in 2024. When young consumers now try tobacco for the first time, they are more likely to try vaping than cigarettes. As such, there was modest growth for e-vapor products. In addition, there was a pronounced consumer shift in favour of reduced harm products from smokers looking to quit. This resulted in healthy growth for heated tobacco, in particular. However, price sensitivity was evident, with consumers opting for more a

E-vapour products and heated tobacco saw positive volume growth in Canada in 2024, while smokeless tobacco decreased. Consumers perceive e-vapour products and heated tobacco as “less harmful”, even though this is a debatable belief. Iqos VEEV from Philip Morris International Inc (PMI) (GBO) (Rothmans Benson & Hedges Inc in Canada) remains niche in the country, although it is slowly gaining traction. Meanwhile, closed vaping pod systems are gaining share since disposable vapes were affected by ba

Smokeless tobacco, e-vapour products and heated tobacco has evolved into a structurally diverse market in Lativia, through performance varies considerably by format. Heated tobacco remains the largest and most mature category, having experienced strong volume growth in over the review period. Despite a minor dip in 2024, it remains resilient, with most players expected to pursue renewed growth through product innovation and by an expanded retail presence - especially in light of tightening restr

In Lithuania, the smokeless tobacco and nicotine alternatives market is showing contrasting dynamics across categories. Heated tobacco has become a mature and sizable market, growing rapidly until 2023, but showing signs of saturation in 2024. Despite this, industry interviews suggest underlying demand remains solid, but consumer shifts - particularly among younger users moving to single use vaping - are tempering further expansion. Conversely, closed system single use (disposables) continue to

In 2024, value and volume sales of e-vapour products rose substantially. Both categories benefitted from growing consumer awareness and a widespread perception that they pose fewer health risks than traditional combustible cigarettes. Heated tobacco in particular gained from its widespread availability across mainstream retail channels, mirroring the distribution footprint of cigarettes. Brands such as IQOS leveraged strong brand loyalty and continuous product innovation to solidify their positi

In 2024, Tunisia’s smokeless tobacco, e-vapour products and heated tobacco market experienced a decline in volume terms. Smokeless tobacco saw a significant downturn, primarily due to reduced production of local brand Neffa. Widespread drought and insufficient rainfall severely impacted the collection of the plants used in Neffa’s production, leading to supply shortages and declining sales.

Having boomed earlier in the review period, retail volume (sticks) sales of smokeless tobacco, e-vapour products and heated tobacco declined in Cameroon during 2024. The smokeless tobacco segment remains entirely informal. It mainly consists of traditional chewing tobacco and moist snuff, sold through local markets and informal channels. Meanwhile, there are no significant sales of heated tobacco.

The market for smokeless tobacco, e-vapour products and heated tobacco failed to record any measurable sales in Uruguay in 2024. Heated tobacco products were still unavailable in the country, despite receiving a regulatory green light in March 2021. Uruguay's strict anti-tobacco legislation, small market size, and low regional demand have made the country a less attractive destination for major multinational companies such as Philip Morris International and British American Tobacco. Moreover, al

E-vapour products in Azerbaijan continued to grow rapidly in 2024, driven primarily by the expansion of closed system single use. Despite a significant excise tax increase - AZN0.25 to AZN2.00 per unit - the category maintained strong momentum. Unlike countries such as Kazakhstan and Uzbekistan, where e-vapour products have been officially banned, Azerbaijan has not implemented such restrictions, although discussions about regulations are ongoing. For now, e-vapour products remain widely availab

After explosive growth in 2023, when the e-vapour products in Uzbekistan emerged almost from scratch, e-vapour products continued to show positive momentum in 2024, although at a slower pace than the previous year. However, in 2024, the Ministry of Health introduced a draft law to fully ban e-cigarettes, which was approved by the Senate on April 30, 2025. The law prohibits the production, import, sale, and storage of e-cigarettes and liquids, introducing administrative and criminal penalties fo

Volume sales of smokeless tobacco increased in 2024, whilst value sales of e-vapour products recorded strong, double-digit growth. Consumption of Swedish-style snus continued to grow steadily, solidifying its position as a key product within smokeless tobacco. Over the past decade, usage has nearly doubled, increasing from 9% to 16% of the population. This growth has been particularly notable among adults aged 25 to 44, as well as among lower-income consumer groups. The rising popularity of snus

E-vapour products are a burgeoning product in Ecuador and registered significant current value growth in 2024. The sale of legal e-vapour products has experienced a substantial increase during the review period, reflecting a notable shift in consumer preferences. This growth has been particularly driven by the rise of closed system single use e-vapour products, which have become increasingly popular due to their affordability, ease of use, and wide availability. These products are especially tre

Philip Morris International (PMI) and British American Tobacco (BAT) have strategically expanded their portfolios in Pakistan to include smokeless tobacco, e-vapour products, and heated tobacco, responding to evolving consumer preferences and global shifts toward alternative nicotine delivery systems. BAT has focused on the smokeless tobacco category through its tobacco free oral nicotine pouch, Velo. The product has experienced healthy volume growth, particularly among young adults attracted to

Retail value sales of e-vapour products plummeted in 2024 following the delayed but eventual implementation of a new law in July that introduced stringent restrictions on nicotine strength and packaging volumes, along with a ban on flavours. These limitations significantly contracted the legal market for e-liquids, cartridges and single-use cigarettes, though actual consumption remains much higher than reported. A considerable share of usage now centres around self-mixed e-liquids, which fall ou

As of the end of 2024, the sale of smokeless tobacco, e-vapour products, and heated tobacco devices remains strictly prohibited in Turkey. This stance is enforced under Presidential Decree No. 2149, which came into effect on 25 February 2020, banning the importation, distribution, and sale of all related products, including liquids, components, and devices. The decree is supported by Law No. 5607, which regulates the handling of prohibited goods and outlines severe penalties for violations. Thes

Value sales of e-vapour products increased by a fifth in Peru in 2024, supported by the increasing penetration of closed system single use e-vapour products across multiple retail channels, including grocery retailers. Younger consumers of under 30-years-of age, with many never having smoked, perceive e-vapour products as novel and fashionable and this drove growth. In particular single use is popular, as they are affordable, while open vaping systems charging and vapourising devices had a much

The overall market for smokeless tobacco, e-vapour products, and heated tobacco continued to grow in volume terms in 2024, maintaining the positive momentum seen in the previous year. However, the dominant category of smokeless tobacco, which comprises Swedish-style snus, registered a decline, as users gravitated towards newer alternatives, such as e-vapour and heated tobacco products. Despite snus’s long-standing cultural presence in Sweden, shifting attitudes - particularly among younger consu

Amid difficult economic conditions marked by elevated inflation, retail volume sales of smokeless tobacco, which accounts for the bulk of retail volume sales of smokeless tobacco, e-vapour products and heated tobacco in Nigeria, continued to decline in 2024 but at a slower rate than in the previous year. Since all packaged brands are imported, unit prices have been further impacted by the steep depreciation of the local currency, which has driven up import costs. Demand for packaged smokeless to

Retail volume sales of smokeless tobacco, e-vapour products and heated tobacco in Taiwan fell dramatically in 2023, following the total ban on e-vapour products. Meanwhile, heated tobacco products made strong progress from a low base. In 2024, heated tobacco products was the only significant category, with smokeless tobacco remaining negligible in the market. Heated tobacco and heating tobacco devices continued to post strong retail volume growth in 2024. Heated tobacco is making gains from mild

In 2024, e-vapour products in Estonia experienced strong double-digit growth in both value and volume terms. This was largely driven by increasing health awareness and a growing preference for alternatives to traditional tobacco products, prompting more consumers to switch to vaping. Technological advancements, such as enhanced devices and a wider variety of e-liquid flavours, have made e-cigarettes more attractive. Additionally, the expanding availability of these products across various retail

Newer product types dominated smokeless tobacco, e-vapour products and heated tobacco in Egypt at the end of the review period. Retail volume and current value sales of heated tobacco and e-vapour products continued to rise fast in 2024, while smokeless tobacco remained negligible. Heated tobacco continued to gain momentum as awareness and demand grew, with many consumers shifting from cigarettes to this perceived less harmful alternative. While the shift from cigarettes to heated tobacco is dri

The market for smokeless tobacco, e-vapour products, and heated tobacco in Portugal recorded another year of robust volume growth in 2024. The industry is accelerating its investment in non-combustible alternatives, with heated tobacco - the largest category - delivering a particularly strong performance. During the year, traditional tobacco products faced significant price increases due to inflation, rising production costs, and revised taxation. This impacted not only cigarettes but also lower

Retail volume sales of e-vapour products rose sharply in 2024, driven primarily by strong demand for closed system cartridges and single-use devices. These products are widely perceived as less harmful than traditional cigarettes, while their wide variety of flavours and ease of use appeal to a broad consumer base - especially younger adults. The year also saw a notable increase in imports and the entry of new brands into the closed system category, further expanding consumer choice.

Smokeless tobacco remained a nascent and marginal category in 2024, with only minimal uptake among Greek consumers. The year marked the introduction of nicotine pouch brands such as Zyn and Velo, signalling manufacturers' intent to test the market, yet consumer awareness remained low and retail penetration was limited. A key barrier to growth lies in the sociocultural context of Greece, where smoking remains relatively socially accepted and the climate allows consumers to smoke outdoors for much