Competitive Landscape
Piangjai and Surapayanak Expand Their Lead as Legacy Brands Anchor Demand
Cigars, cigarillos and smoking tobacco in Thailand display a concentrated competitive structure, with the top two companies, Piangjai Industries (1989) Co Ltd and Surapayanak Co Ltd, collectively accounting for a substantial and growing share. In 2025, Piangjai held a 32% share, while Surapayanak Co Ltd grew to 30%.
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Overview:
Understand the latest market trends and future growth opportunities for the Cigars, Cigarillos and Smoking Tobacco industry in Thailand 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.
If you're in the Cigars, Cigarillos and Smoking Tobacco industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cigars, Cigarillos and Smoking Tobacco in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cigars, Cigarillos and Smoking Tobacco in Thailand?
- Which are the leading brands in Cigars, Cigarillos and Smoking Tobacco in Thailand?
- How are products distributed in Cigars, Cigarillos and Smoking Tobacco in Thailand?
- Which category is the most heavily taxed in Thailand?
- How is the operating environment for Cigars, Cigarillos and Smoking Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Cigars, Cigarillos and Smoking Tobacco products in Thailand?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Cigars, Cigarillos and Smoking Tobacco in Thailand - Category analysis
Key Data Insights
Cigars, Cigarillos and Smoking Tobacco Summary
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
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
Piangjai and Surapayanak Expand Their Lead as Legacy Brands Anchor Demand
Traditional Retail Channels Continue to Shape Tobacco Sales
Legal Barriers Exclude Online Sales as Physical Stores Remain Essential
Nicotine in Thailand - Industry Overview
2025 Developments
Key Data Insights
Philip Morris Launches Capsule Innovations to Win Value-Driven Smokers
Illicit Brands and E-Vapour Disrupt Established Purchasing Habits
Value-Seeking Consumers Reshape Competition
Illicit Trade Constrains Nicotine Volumes as Alternative Formats Grow
Value-Focused Strategies Become Critical for Success
Philip Morris Leads as Value Innovation Reshapes Competition
Independent Stores Hold Leadership as Digital Platforms Bypass Regulation
Social Commerce Outpaces Retail E-Commerce as Buyers Seek Frictionless Access
Value-Driven Trends Shape Nicotine Innovation
Capsule Technology and Illicit Alternatives Define Recent Changes
Strategic Adjustments Drive Market Share Shifts and Future Retention
Legislation
Legislative Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Cigars, Cigarillos and Smoking Tobacco
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
Cigars, Cigarillos and Smoking Tobacco
Combined sales of cigars, cigarillos and smoking tobacco.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Cigars, Cigarillos and Smoking Tobacco research and analysis database.
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