Tobacco use remains a significant public health concern in Tunisia, with nearly one third of adults smoking cigarettes as of 2024. Despite increasing awareness of its health risks, smoking remains socially acceptable - especially among men and in rural areas. Moreover, while tobacco products are relatively expensive, the existing tax structure falls short of World Health Organization (WHO) recommendations, limiting its effectiveness as a deterrent. Although regulatory measures such as public smoking bans and advertising restrictions exist, enforcement remains inconsistent. At the same time, alternative products like e-vapour devices and shisha tobacco are gaining popularity among young Tunisians. These are frequently perceived as less harmful and more socially acceptable than traditional cigarettes, complicating efforts to regulate tobacco use in the country.
Tobacco volume sales in Tunisia stagnated in 2024, following more significant declines earlier in the review period. Cigarettes remained by far the largest category, with stable volume sales compared to 2023. Prices for legal cigarettes were kept consistent to maintain competitiveness against the influx of illicit alternatives, primarily smuggled from Libya. These low-cost products are widely available through traditional grocery retailers and remained attractive to price-sensitive consumers.
The tobacco market in Tunisia is dominated by two state-owned companies: Régie Nationale des Tabacs et des Allumettes (RNTA) and Manufacture des Tabacs de Kairouan (MTK), both operating under the supervision of the Ministry of Finance. RNTA holds a leading position in the industry, responsible for the production of several well-known local cigarette brands such as 20 Mars Gold and 20 Mars International, which enjoy widespread recognition among Tunisian smokers. Beyond domestic production, RNTA also serves as the exclusive importer and distributor of all international tobacco brands that are authorised by the Ministry of Finance, including major global names. Meanwhile, MTK, although smaller in scale, has been gaining momentum by expanding its production capacity and product range.
Small local grocers remained the leading distribution channel for tobacco in 2024, maintaining strong popularity across all consumer groups. These outlets are widely accessible throughout Tunisia and benefit from regulatory authorisation, as tobacco sales are permitted only in specific retail formats - including small grocers, tobacco specialists, and forecourt retailers. By contrast, modern grocery retailers are not authorised to sell cigarettes under Tunisian law.
The Tunisian tobacco market is projected to experience a decline in volume sales over the forecast period, driven primarily by decreasing demand for cigarettes. This will result from several factors, including ongoing shortages of international brands and the continued dominance of low-cost products from the parallel market, which will continue to attract price-sensitive consumers. In response to the competitive pressure posed by illicit trade, the Tunisian Ministry of Finance intends to stabilise legal tobacco prices, which have remained unchanged since August 2023.
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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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