태국의 니코틴

Thailand's nicotine landscape in 2025 was marked by a rapid contraction in legal volumes, diverging sharply from the more stable or moderately growing performance seen across Asia Pacific, as a combination of rising excise taxes, persistent illicit supply, and widespread informal e-vapour availability fundamentally alters consumption and competitive dynamics. The environment remains highly unattractive for legal players, as the entrenched price gap with illicit options and the inability of enforcement efforts to achieve sustainable results further erode the legal base. Success in this context depends on an agile response to value-seeking behaviour, demonstrated by the willingness of consumers to pay a premium for capsule innovations, as well as the ability to rapidly adapt portfolios and distribution strategies in the face of expanding informal and digital channels and ongoing regulatory uncertainty.

Euromonitor International's Nicotine in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be the new legislative, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Cigarettes, Cigarettes (Illicit+Legal), Cigars, Cigarillos and Smoking Tobacco, E-Vapour Consumables (Illicit+Legal), Smokeless Tobacco, E-Vapour Products and Heated Tobacco.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Nicotine market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Nicotine

Industry Performance

• Philip Morris Launches Capsule Innovations to Win Value-Driven Smokers
• Illicit Brands and E-Vapour Disrupt Established Purchasing Habits
• Value-Seeking Consumers Reshape Competition
• CHART 2 Volume Sales 2020-2030
• CHART 3 Volume Sales by Category 2025

What's Next?

• Illicit Trade Constrains Nicotine Volumes as Alternative Formats Grow
• CHART 4 Analyst Insight for Nicotine
• Value-Focused Strategies Become Critical for Success
• CHART 5 Forecast Volume Sales 2020-2030
• CHART 6 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• Philip Morris Leads as Value Innovation Reshapes Competition
• CHART 7 Company Shares 2025
• CHART 8 Brand Shares 2025

Channels

• Independent Stores Hold Leadership as Digital Platforms Bypass Regulation
• Social Commerce Outpaces Retail E-Commerce as Buyers Seek Frictionless Access

Products

• Value-Driven Trends Shape Nicotine Innovation
• Capsule Technology and Illicit Alternatives Define Recent Changes
• Strategic Adjustments Drive Market Share Shifts and Future Retention

Operating Environment

• Legislation
• Legislative Overview
• CHART 9 Legislation Summary at a Glance
• Minimum Legal Smoking Age
• Smoking Prevalence
• Health Warnings
• Plain Packaging
• Point-Of-Sale Display Bans
• Smoking in Public Places
• Flavoured Tobacco Product Ban
• Vapour Products
• Production/Imports/Exports

Economic Context

• CHART 10 Economic Context for Nicotine
• CHART 11 Real Gdp Growth 2020-2030
• CHART 12 Inflation 2020-2030

Consumer Context

• CHART 13 Consumer Context for Nicotine
• CHART 14 Population 2020-2030
• CHART 15 Population by Generation 2025
• Country Reports Disclaimer

CIGARETTES IN THAILAND

Key Data Insights

• 2025 Developments
• Cigarettes Summary

Key Industry Trends

• CHART 16 Key Industry Trends for Cigarettes

Industry Performance

• Tobacco Authority Shifts Focus as Illicit Sales Surge
• Flavour Innovation and Price Repositioning Target Shrinking Demand
• Younger Consumers of Legal Smoking Age Abandon Cigarettes for Illegal Alternatives
• CHART 17 Volume Sales 2020-2030

What's Next?

• Tax Reform and Illicit Supply Reshape Pricing and Channel Dynamics
• Younger Users of Legal Smoking Age Accelerate Shift to Alternative Nicotine Formats
• CHART 18 Forecast Volume Sales 2020-2030

Competitive Landscape

• CHART 19 Analyst Insight for Cigarettes
• Philip Morris Strengthens Position through Portfolio Diversification
• CHART 20 Company Shares 2025
• CHART 21 Brand Shares 2025

Channels

• Modern Trade Gains Share at the Expense of Independent Retailers
• CHART 22 Retail Channels 2020-2025
• Taxation and Pricing

Products

• Product Innovation Responds to Market Pressures
• Value and Variety Drive Market Gains
• Strategic Diversification Amidst Shifting Consumption

Economic Context

• CHART 23 Economic Context for Cigarettes
• CHART 24 Real Gdp Growth 2020-2030
• CHART 25 Inflation 2020-2030

Consumer Context

• CHART 26 Consumer Context for Cigarettes
• CHART 27 Population 2020-2030
• CHART 28 Population by Generation 2025
• Country Reports Disclaimer

CIGARS, CIGARILLOS AND SMOKING TOBACCO IN THAILAND

Key Data Insights

• 2025 Developments
• Cigars, Cigarillos and Smoking Tobacco Summary

Industry Performance

• Legacy Brands Reinforce Value-Led Downtrading among Smokers
• Smoking Tobacco Is Largest While Cigars and Cigarillos Is the Fastest Growing Category
• Value Consciousness Highlights Smoking Tobacco as Cigars Remain Tourism-Driven
• CHART 29 Volume Sales 2020-2030
• CHART 30 Volume Sales by Category 2025

What's Next?

• Illicit Tobacco Erodes Value as Price-Sensitive Buyers Shift Away From Legal Channels
• Smoking Tobacco Set to Outpace Premium Cigars Amid Tourism-Dependent Demand
• Roll-Your-Own Retains Dominance as Established Value Brands Anchor Spending
• CHART 31 Forecast Volume Sales 2020-2030
• CHART 32 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• Piangjai and Surapayanak Expand Their Lead as Legacy Brands Anchor Demand
• CHART 33 Company Shares 2025
• CHART 34 Brand Shares 2025

Channels

• Traditional Retail Channels Continue to Shape Tobacco Sales
• Legal Barriers Exclude Online Sales as Physical Stores Remain Essential

Economic Context

• CHART 35 Economic Context for Cigars, Cigarillos and Smoking Tobacco
• CHART 36 Real Gdp Growth 2020-2030
• CHART 37 Inflation 2020-2030

Consumer Context

• CHART 38 Consumer Context for Cigars, Cigarillos and Smoking Tobacco
• CHART 39 Population 2020-2030
• CHART 40 Population by Generation 2025
• Country Reports Disclaimer