In 2024, the Romanian tobacco market navigated a complex environment marked by economic pressure, evolving consumer behaviours and tightening regulation. The category faced declining volume sales, although rising prices helped sustain value growth. Cigarettes continued to dominate overall consumption but experienced further contraction as smokers explored alternative products or reduced usage altogether. Heated tobacco emerged as the most dynamic segment, buoyed by perceptions of lower health risks and sustained investment in product innovation and marketing. Meanwhile, the return of illicit trade and the growing popularity of economy and private label brands reflected the broader impact of constrained purchasing power and economic polarisation across Romanian society.
Volume sales of tobacco declined in 2024, while value sales rose. Despite the presence of over four million smokers in Romania, reduced disposable income and higher unit prices contributed to weaker volume performance. At the same time, a trend toward premiumisation persisted, with many consumers seeking higher-quality products, including alternatives perceived to be less harmful. However, economic uncertainty also widened the gap between consumer groups, with economy brands gaining traction among price-sensitive smokers.
British American Tobacco Romania SRL continued to lead the tobacco market in 2024, supported by a broad and well-established brand portfolio spanning multiple categories. Brands such as Kent, Pall Mall, Lucky Strike, Glo and Neo remain widely recognised among Romanian consumers, helping the company retain a strong presence across both traditional and newer product types. However, BAT experienced a slight erosion of its volume share during the year, a trend linked to shifting consumer behaviours, particularly the ongoing decline in cigarette consumption. As more Romanians seek reduced-risk alternatives or cut down on smoking altogether, the company's dominance in conventional formats has become more vulnerable to emerging competition.
Small local grocers continued to lead tobacco distribution in 2024, holding the majority share of volume sales despite a decline from the previous year. Their strong presence in rural and suburban areas, as well as their adaptability to category shifts such as offering heated tobacco products kept them central to the retail landscape.
Tobacco sales in Romania are expected to record modest growth over the forecast period, although volume gains are likely to remain limited. Economic headwinds including persistent inflation, rising excise duties, and anticipated austerity measures are set to constrain household purchasing power and place downward pressure on consumption. Given Romania’s widening budget deficit, the government is likely to implement additional fiscal tightening, potentially including new levies on tobacco or increases in existing taxes such as VAT. Such changes would translate into higher retail prices, which may prompt more consumers to cut back or seek cheaper alternatives. Further legislative measures, such as expanded smoking bans in public spaces, may also act as deterrents and accelerate the gradual decline of traditional tobacco products.
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.
Understand the latest market trends and future growth opportunities for the Tobacco industry in Romania 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:
If you're in the Tobacco industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 definitionsThis report originates from Passport, our Tobacco research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!