The tobacco industry in Thailand registered a stagnant performance in 2023, in both volume and current value terms. At the same time, the number of smokers in the population fell for the second consecutive year, having risen during the pandemic.
The increase in unit prices arising from the new excise tax implemented in October 2021 presented both challenges and opportunities for the industry. While it may have deterred some consumers from purchasing tobacco products altogether, it also created an opportunity for companies to differentiate themselves by offering unique value propositions or targeting specific market segments.
Tobacco Authority of Thailand (TAOT) leapfrogged Philip Morris to secure the leading position in tobacco in 2023, thanks to a greater focus on lower-priced, economy options. The company has primarily been known for its higher priced brands (such as Krongthip 90 and Falling Rain) but has made an effort to launch new brands in the economy segment, as well as new products in fine cut tobacco, in recent years.
Even though tobacco products are prohibited from being sold or promoted through online platforms in Thailand, a significant number of online retailers still operate in this market. The popularity of these online channels grew during the COVID-19 pandemic, especially during the nationwide lockdown.
The tobacco market in Thailand is expected to see a stagnant performance in volume terms over the forecast period. In the case of lower-income consumers, any significant price increases are likely to push them either to quit smoking or to move to more affordable alternatives.
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Understand the latest market trends and future growth opportunities for the Tobacco industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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.
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