Competitive Landscape
British American Tobacco and Shenzhen Weiboli and Gain Share through Vaping and Nicotine Pouches
Smokeless tobacco, e-vapour products and heated tobacco in Austria became significantly more concentrated between 2021 and 2025, as leading companies rapidly increased their shares, particularly in younger and faster-growing nicotine segments. Philip Morris Austria GmbH remained the leading player in 2025 with a 39% sticks volume share, supported by its strong position in heated tobacco.
Growth in Vaping and Nicotine Pouches Continues to Concentrate Market Share
The continued rise of Shenzhen Weiboli Technology and British American Tobacco highlights the extent to which growth is concentrated in vaping and nicotine pouches, particularly among younger adult consumers who continue to drive expansion in both segments. Companies that successfully respond to evolving consumer preferences, flavour demand and emerging nicotine formats remain best positioned to strengthen their presence in these fast-growing areas of the market.
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Overview:
Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Austria 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 Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Austria 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 Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Austria?
- Which are the leading brands in Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Austria?
- How are products distributed in Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Austria?
- Which category is the most heavily taxed in Austria?
- How is the operating environment for Smokeless Tobacco, E-Vapour Products and Heated Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Smokeless Tobacco, E-Vapour Products and Heated Tobacco products in Austria?
- 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?
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Austria - Category analysis
Key Data Insights
Smokeless Tobacco, E-Vapour Products and Heated Tobacco Summary
Alternative Nicotine Products Drive Strong Category Growth as Heated Tobacco Growth Moderates
Cross-Format Nicotine Use Broadens the Consumer Base as Younger Adults Adopt E-Vapour Products and Nicotine Pouches
Regulation and Value Positioning Reshape Innovation as Manufacturers Prepare for the Single-Use Vape Ban
Heated Tobacco Is Projected to Strengthen Its Position as New Entrants Broaden Consumer Choice
E-Vapour Growth Is Projected to Slow as the Single-Use Ban Redirects Demand Towards Rechargeable Systems
Nicotine Pouches Are Projected to Sustain Strong Growth Despite Tighter Regulation
British American Tobacco and Shenzhen Weiboli and Gain Share through Vaping and Nicotine Pouches
Growth in Vaping and Nicotine Pouches Continues to Concentrate Market Share
Trafiken Retailers Remain Dominant While Specialist Vape Stores Retain a Distinct Role
E-Commerce Remains Constrained by Austria's Regulatory Framework
Nicotine in Austria - Industry Overview
2025 Developments
Key Data Insights
Alternative Nicotine Products Offset Declines in Traditional Tobacco as Consumers Migrate across Formats
Cross-Format Nicotine Use Accelerates as Manufacturers Target Entry-Level Consumers and Dual Users
Tightening Regulation Accelerates the Shift Towards Rechargeable Vaping Systems
Alternative Nicotine Products Are Projected to Accelerate the Decline of Combustible Tobacco
E-Vapour Growth Is Expected to Slow as Regulation Reshapes Distribution and Product Development
Heated Tobacco and Nicotine Pouches Are Projected to Expand Despite Tighter Regulation
Philip Morris Strengthens Its Lead through Leadership in Cigarettes and Heated Tobacco
Regulatory Barriers and Brand Strength Reinforce Competitive Advantages
State Control Continues to Concentrate Nicotine Sales within the Trafiken Network
New Distribution Rules Are Set to Further Strengthen the State-Controlled Retail Network
E-Commerce Remains Constrained by Austria's Regulatory Framework
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Smokeless Tobacco, E-Vapour Products and Heated Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
Smokeless Tobacco, E-Vapour Products and Heated Tobacco
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.
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 Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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