Tobacco in Italy

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Tobacco industry in Italy 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 Italy, 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 Italy 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 Italy?
  • Which are the leading brands in Tobacco in Italy?
  • How are products distributed in Tobacco in Italy?
  • Which category is the most heavily taxed in Italy?
  • How is the operating environment for Tobacco changing?
  • What are the current legislative restrictions applicable to the sale of Tobacco products in Italy?
  • 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 Italy

Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
Legislative overview
Summary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Vapour products

PRODUCTION/IMPORTS/EXPORTS

Table 1 Number of Adult Smokers by Gender 2019-2024
Table 2 Sales of Tobacco by Category: Volume 2019-2024
Table 3 Sales of Tobacco by Category: Value 2019-2024
Table 4 Sales of Tobacco by Category: % Volume Growth 2019-2024
Table 5 Sales of Tobacco by Category: % Value Growth 2019-2024
Table 6 Forecast Sales of Tobacco by Category: Volume 2024-2029
Table 7 Forecast Sales of Tobacco by Category: Value 2024-2029
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2024-2029
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2024-2029

DISCLAIMER

Summary 2 Research Sources

Cigarettes in Italy

KEY DATA FINDINGS

Traditional cigarettes preferred by older consumers with price remaining a key concern
Three multinationals own the majority of cigarettes’ market
Sales of cigarettes remain restricted to licensed operators
E-vapour products present stiff competition for traditional cigarettes
Cigarette brands expected to partner with tobacco manufacturers to improve yields
Some players envision Italy as a smoke-free country in the future
Taxation rates
Average cigarette pack price breakdown
Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples
Table 10 Sales of Cigarettes: Volume 2019-2024
Table 11 Sales of Cigarettes by Category: Value 2019-2024
Table 12 Sales of Cigarettes: % Volume Growth 2019-2024
Table 13 Sales of Cigarettes by Category: % Value Growth 2019-2024
Table 14 Sales of Cigarettes by Blend: % Volume 2019-2024
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2019-2024
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2019-2024
Table 17 Sales of Cigarettes by Pack Size: % Volume 2019-2024
Table 18 Sales of Cigarettes by Price Band: % Volume 2019-2024
Table 19 NBO Company Shares of Cigarettes: % Volume 2020-2024
Table 20 LBN Brand Shares of Cigarettes: % Volume 2021-2024
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2019-2024
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2019-2024
Table 23 Forecast Sales of Cigarettes: Volume 2024-2029
Table 24 Forecast Sales of Cigarettes by Category: Value 2024-2029
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2024-2029
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2024-2029
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2024-2029
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2024-2029
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2024-2029
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2024-2029
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2024-2029

Cigars, Cigarillos and Smoking Tobacco in Italy

KEY DATA FINDINGS

Cigars and cigarillos in decline while fine cut tobacco benefits from affordability factor
Toscano is fully operational again with new governance in place
Only licensed dealers can sell tobacco products, including cigars and cigarillos
Premiumisation set to continue in cigars and cigarillos
Some smokers could move from cigarettes to cigarillos
Manufacturers of cigars expected to focus on presenting an indulgent image
Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2019-2024
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2019-2024
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2019-2024
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2019-2024
Table 36 Sales of Cigars by Size: % Volume 2019-2024
Table 37 Sales of Cigarillos by Price Platform 2019-2024
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2020-2024
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2021-2024
Table 40 NBO Company Shares of Cigars: % Volume 2020-2024
Table 41 LBN Brand Shares of Cigars: % Volume 2021-2024
Table 42 NBO Company Shares of Cigarillos: % Volume 2020-2024
Table 43 LBN Brand Shares of Cigarillos: % Volume 2021-2024
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2020-2024
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2021-2024
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2020-2024
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2021-2024
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2020-2024
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2021-2024
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2019-2024
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2019-2024
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2024-2029
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2024-2029
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2024-2029
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2024-2029

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Italy

KEY DATA FINDINGS

Lobbies push to channel sales of e-vapour products through licensed tobacco specialists
Sales of heated tobacco decline for the first time in 2024
E-vapour products in a state of flux as ban on online sales is introduced
More restrictive waste management law for batteries in 2025
Flavoured e-liquids will be important for sustaining demand
Heated tobacco devices and blends will need to evolve
Table 56 Number of Adult Vapers 2019-2024
Table 57 Sales of Smokeless Tobacco by Category: Volume 2019-2024
Table 58 Sales of Smokeless Tobacco by Category: % Volume Growth 2019-2024
Table 59 Sales of E-Vapour Products by Category: Volume 2019-2024
Table 60 Sales of E-Vapour Products by Category: % Volume Growth 2019-2024
Table 61 Sales of Tobacco Heating Devices: Volume 2019-2024
Table 62 Sales of Tobacco Heating Devices: % Volume Growth 2019-2024
Table 63 Sales of Heated Tobacco: Volume 2019-2024
Table 64 Sales of Heated Tobacco: % Volume Growth 2019-2024
Table 65 Sales of Tobacco Free Oral Nicotine: Volume 2019-2024
Table 66 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2019-2024
Table 67 Sales of Tobacco Free Oral Nicotine by Category: Value 2019-2024
Table 68 Sales of Tobacco Free Oral Nicotine: % Value Growth 2019-2024
Table 69 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2019-2024
Table 70 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2019-2024
Table 71 Sales of E-Liquids by Nicotine Strength: % Value 2021-2024
Table 72 NBO Company Shares of Smokeless Tobacco: % Volume 2020-2024
Table 73 LBN Brand Shares of Smokeless Tobacco: % Volume 2021-2024
Table 74 NBO Company Shares of E-Vapour Products: % Value 2020-2024
Table 75 LBN Brand Shares of E-Vapour Products: % Value 2021-2024
Table 76 NBO Company Shares of Tobacco Heating Devices: % Volume 2020-2024
Table 77 LBN Brand Shares of Tobacco Heating Devices: % Volume 2021-2024
Table 78 NBO Company Shares of Heated Tobacco: % Volume 2020-2024
Table 79 LBN Brand Shares of Heated Tobacco: % Volume 2021-2024
Table 80 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2020-2024
Table 81 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2021-2024
Table 82 Distribution of Smokeless Tobacco by Format: % Volume 2019-2024
Table 83 Distribution of E-Vapour Products by Format: % Value 2019-2024
Table 84 Distribution of Tobacco Heating Devices by Format: % Volume 2019-2024
Table 85 Distribution of Heated Tobacco by Format: % Volume 2019-2024
Table 86 Forecast Sales of Smokeless Tobacco by Category: Volume 2024-2029
Table 87 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2024-2029
Table 88 Forecast Sales of E-Vapour Products by Category: Volume 2024-2029
Table 89 Forecast Sales of E-Vapour Products by Category: % Volume Growth 2024-2029
Table 90 Forecast Sales of Tobacco Heating Devices: Volume 2024-2029
Table 91 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2024-2029
Table 92 Forecast Sales of Heated Tobacco: Volume 2024-2029
Table 93 Forecast Sales of Heated Tobacco: % Volume Growth 2024-2029
Table 94 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2024-2029
Table 95 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2024-2029
Table 96 Forecast Sales of Tobacco Free Oral Nicotine by Category: Value 2024-2029
Table 97 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2024-2029
Table 98 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2024-2029
Table 99 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2024-2029
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The following categories and subcategories are included:

Tobacco

      • 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)

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 definitions
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This report originates from Passport, our Tobacco research and analysis database.

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