2025 Developments
Nicotine in Vietnam demonstrated resilience and momentum in 2025, outperforming many regional peers as the ban on e-cigarettes and heated tobacco redirected demand towards legal tobacco products and stricter enforcement reduced competition from illicit trade. Cigarettes remained overwhelmingly dominant within nicotine, accounting for the vast majority of retail volume sales and driving overall category growth. Supportive economic conditions, including strong GDP growth and stable inflation, further reinforced consumer spending. Pursuit of value remained a defining characteristic of the market. Economy and mid-priced cigarette brands benefited from ongoing affordability pressures, while convenience store expansion improved access to legal products among urban consumers. Cigars, cigarillos and smoking tobacco also benefited from demand for mini and smaller formats, which offered a more affordable route into premium tobacco consumption. At the same time, strong brand loyalty continued to favour established products and limited demand for disruptive innovation. Vietnam’s nicotine landscape remained highly concentrated, led by Vietnam National Tobacco Corp (Vinataba), whose position was reinforced by regulatory control of production and distribution. Tightening regulation continued to reshape the competitive landscape, with the ban on e-cigarettes and heated tobacco removing a key source of competition for traditional tobacco products. Product innovation increasingly centred on affordability, pack-size flexibility and retail adaptation rather than new product development, while convenience stores and small local grocers strengthened consumer access through differing retail models. Looking ahead, nicotine retail volume is forecast to decline gradually as escalating excise taxes place increasing pressure on affordability and accelerate downtrading towards mid-priced products. Nevertheless, stronger enforcement against illicit trade is expected to support legal sales channels, while premium cigars are expected to benefit from experiential retail concepts and specialist distribution. As regulatory and fiscal pressures intensify, competitive success is expected to depend increasingly on value-focused portfolios, strong distribution networks and regulatory alignment.
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Overview:
Understand the latest market trends and future growth opportunities for the Nicotine industry in Vietnam 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cigarettes
- Cigars, Cigarillos and Smoking Tobacco
- Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Nicotine industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nicotine in Vietnam 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 Nicotine in Vietnam?
- Which are the leading brands in Nicotine in Vietnam?
- How are products distributed in Nicotine in Vietnam?
- Which category is the most heavily taxed in Vietnam?
- How is the operating environment for Nicotine changing?
- What are the current legislative restrictions applicable to the sale of Nicotine products in Vietnam?
- 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?
Nicotine in Vietnam
2025 Developments
Key Data Insights
E-Cigarette Ban and Stricter Enforcement Drive Nicotine Growth
Value-Seeking Behaviour Strengthens Demand for Affordable Brands
Regulatory Tightening Accelerates Shifts in Nicotine Consumption
Hybrid Excise Taxation Forecast to Accelerate Downtrading across Nicotine
Experiential Retail Set to Support Cigar Growth Despite Higher Taxes
Stronger Enforcement Expected to Support Legal Market Development
Vinataba Strengthens Dominance through Regulatory Control and Market Concentration
Small Local Grocers Remain Dominant While Convenience Stores Expand Their Influence
Legal Restrictions Continue to Prevent E-Commerce Sales
Distribution Expansion and Accessibility Shape Innovation Priorities
Pack-Size Adaptation and Retail Modernisation Support Consumer Accessibility
Innovation Increasingly Rewards Scale and Operational Capability
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
Vapour Products
Production/Imports/Exports
Cigarettes in Vietnam
Key Data Insights
Cigarettes Summary
Regulatory Intervention Redirects Demand Towards Legal Cigarettes
E-Cigarette Prohibition Redirects Nicotine Demand Towards Traditional Cigarettes
Enforcement against Illicit Trade Strengthens the Legal Cigarette Market
Declining Smoking Prevalence Is Projected to Weigh on Cigarette Volume Despite a Large Established Consumer Base
Price-Sensitive Consumers Are Expected to Reinforce Demand for Mid-Priced Brands
Rising Excise Taxes and Tighter Regulation Are Set to Increase Pressure on the Legal Market
Vinataba Leverages State Support to Deepen Its Dominance
Brand Loyalty, Distribution Strength and Operational Efficiency Continue to Underpin Market Leadership
Small Local Grocers Continue to Reinforce Loyalty through Proximity and Personal Service
Gs25 and 7-Eleven Support the Expansion of Modern Cigarette Retail
Legal Restrictions Keep Cigarettes Offline as E-Commerce Remains Banned
Taxation Rates
Average Cigarette Pack Price Breakdown
Cigars, Cigarillos and Smoking Tobacco in Vietnam
Key Data Insights
Cigars, Cigarillos and Smoking Tobacco Summary
Economic Growth Supports Volume Gains across the Category
Specialist Retailers Elevate Cigars as Premium Lifestyle Products
Value-Focused Formats Broaden the Consumer Base
Cigars and Cigarillos Forecast to Lead Growth as Strong Economic Conditions Support Demand
Excise Tax Reform Is Expected to Accelerate Demand for Smaller and Value-Focused Formats
State Trading Reforms Set to Strengthen Vinataba’S Gatekeeper Role
Vinataba Monopolises Imports and Strengthens Leadership through Exclusive Rights
Specialist Tobacco Retailers Lead Distribution through Expertise and Premium Experiences
Online Sales Remain Prohibited as Offline Channels Retain Dominance
Country Reports Disclaimer
The following categories and subcategories are included:
Nicotine
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut 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
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Nicotine
Passport Nicotine covers the seven major nicotine 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 definitionsWhy buy this report?
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This report originates from Passport, our Nicotine research and analysis database.
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