Hungary's Heated Tobacco Market Shows Significant Growth Trend

According to recent reports from Hungarian media 24.hu, monthly data indicates that the consumption gap between heated tobacco products and traditional cigarettes in Hungary is narrowing. Furthermore, fewer and fewer people are choosing traditional cigarettes. Statistical data shows that the sales of heated tobacco products in convenience stores are increasing every month, continuously breaking sales records. In July and August 2024, consumers purchased nearly 300 million units of heated tobacco products, which is an unprecedented number.

The significant importance of this number lies in the fact that in January 2020, when Hungarian consumers were just starting to engage with this product category, the monthly sales volume was 38.3 million units, and now this number has increased by more than seven times.

The growth in annual demand is also significant: 8.02 billion units in 2020, 15.94 billion units in 2021, 25.91 billion units in 2022, and already reaching 30.07 billion units in 2023. It is expected to set another record high in 2024. Data as of August shows that sales this year have reached 22.45 billion units. If the remaining months maintain the same consumption rate, it is estimated that the total sales for the year could range between 33 billion and 34 billion units.

According to data, only about 100,000 heating devices are sold in tobacco shops each month, significantly lower than the previous 200,000-300,000. It is important to note, however, that the category of "heating devices" in the data from the Tobacco Control Bureau includes all related accessories and components, not just electronic devices used for heating tobacco products.

More and more Hungarians are gradually giving up filling and rolling cigarettes. This method is relatively cheaper, but the sales of finely cut tobacco have also decreased significantly. Compared to 2023, sales have declined by 20-30 tons per month, and compared to 2020, monthly sales have decreased by 80-100 tons. Considering that in recent years, monthly sales have typically been between 300-400 tons, this decline represents a 20-25% decrease.

It should be noted that in 2024, illegal activity in the tobacco industry has reached unprecedented levels, with many people purchasing tobacco products through illegal channels. These transactions are not included in official statistics.

Tobacco consumption is expected to undergo some changes next year as flavored heated tobacco products are gradually phased out of the market in the coming months. However, similar measures in the past with traditional cigarettes did not lead to widespread smoking cessation, as most consumers simply sought alternatives to continue consuming tobacco.