Retail volume of cigarette and HTP markets in selected countries

Heated tobacco product (HTP) sales have seen significant growth since 2016, in Asia Pacific and Western and Eastern Europe. In many countries, this has coincided with a drop in cigarette sales. Data on retail volume sales of cigarettes and HTP are both measured in sticks, but one HTP stick may not be a perfect substitute for people who smoke, as it contains a lower dose of nicotine than one cigarette. Nevertheless, retail volume sales figures do suggest varied substitution effects in the following countries:

• approximately one–to-one substitution of HTP sticks for cigarettes: Hungary, South Korea, Italy, Germany.
• cigarette sales drop faster than HTP sales increase: Slovakia, Czech Republic, Russia, Japan, Greece.
• cigarette sales drop slower than HTP sales increase: Kazakhstan, Lithuania, Portugal.

See "The Global State of Tobacco Harm Reduction 2024: A Situation Report" for more information.