In 2024, Turkey’s tobacco market experienced mixed dynamics shaped by macroeconomic volatility, evolving consumer habits, and rigid regulatory constraints. The industry continues to operate within a tightly controlled framework, with bans on e-vapour products and heated tobacco remaining in effect. Nonetheless, illicit sales through online channels and tobacco shops persist, exposing enforcement gaps. Although global health awareness and the de-normalisation of tobacco use continue to grow, Turkey’s high smoking prevalence and the cultural embeddedness of tobacco consumption sustain demand across categories.
While overall volume sales of tobacco declined, retail value sales rose sharply, reflecting price inflation of around 73% due to soaring production costs, lira depreciation, and broader economic instability. Despite these steep price increases, consumption proved resilient.
Turkey’s tobacco market remained fragmented in 2024, with different players leading across key categories. Philip Morris Sabanci Pazarlama ve Satis AS continued to dominate the cigarette segment. The company’s strong performance was driven by its premium brands Marlboro and Parliament, which accounted for the bulk of its volume sales.
Food/drink/tobacco specialists remained the leading distribution channel for tobacco in 2024. Their stable performance reflected deep-rooted consumer trust, extensive availability, and category expertise — particularly in cigars, cigarillos, and smoking tobacco. These outlets also played a key role in legal compliance by offering banderolled (tax-stamped) fine cut tobacco, which became increasingly important amid concerns about illicit trade.
Turkey’s tobacco market is expected to continue growing in volume and value terms over the forecast period, albeit at a slower compound annual growth rate compared to the review period. Cigarettes will retain their dominance, underpinned by sustained demand for premium brands, while fine cut tobacco will see further expansion among price-sensitive consumers.
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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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