In recent years, South Korea’s tobacco market has been undergoing a significant structural shift. An increasing number of adult smokers are exploring new tobacco products, while discussions around this trend continue to grow across society.

Changing Consumption Patterns: New Products as Emerging Choices

On the one hand, the traditional cigarette market has experienced a clear decline. According to data released by the Korean Association for Smoking Prevention and the Ministry of Health and Welfare, cigarette sales in South Korea have decreased by 3.2% over the past five years. Meanwhile, sales of heated tobacco products and e-cigarettes have nearly doubled, reflecting a subtle yet noticeable shift in consumer habits.

The reasons behind this trend are not difficult to understand. The diversification of product options—especially the availability of flavored tobacco and convenient alternatives—is attracting a growing number of smokers to explore new consumption paths. By 2023, flavored tobacco products were expected to account for nearly 50% of the market, compared to less than 10% a decade earlier. This growth is particularly notable among younger consumers and female users.

The composition of the smoking population is also evolving. Data from the Korea Disease Control and Prevention Agency shows that in 2023, the smoking rate among women in their 20s increased from 5.8% to 12.1%, more than doubling. Among men in their 50s, the smoking rate also rose significantly, from 32.5% in 2022 to 42.1%. These changes indicate that, alongside the wider availability of alternative products, certain groups with traditionally lower smoking rates are increasingly trying new types of tobacco products.

Preferences among different age groups also vary. Smokers in their 20s tend to favor e-cigarettes, those in their 30s lean toward heated tobacco products, while smokers aged 60 and above still primarily use traditional cigarettes. The study also found that female consumers tend to purchase larger quantities of tobacco products per transaction compared to male consumers.

Under the combined influence of product innovation and evolving consumption trends, South Korea’s tobacco market is becoming more complex and diverse.

Industry Challenges, Balancing Innovation and Regulation

It is important to note that while new products offer smokers more choices, they also present new challenges for the industry. Researchers have pointed out that some consumers alternate between traditional cigarettes and new tobacco products, and in certain groups, cigarette use is making a comeback.

At the same time, the emergence of synthetic nicotine and nicotine analogues has added further complexity to industry regulation. These substances are not derived from tobacco leaves and often circumvent existing tobacco laws and tax systems. Their potential health risks and addictive properties are not yet fully understood, sparking ongoing calls for stricter regulatory oversight.

In this changing market environment, policy responses rooted in science and risk-based approaches have become increasingly important. International studies have shown that promoting scientific, proportionate regulation is essential for the healthy development of the industry. Transparent information, improved product standards, and industry self-discipline are also critical to safeguarding both consumer rights and public health.

As a brand focused on the research and innovation of e-cigarettes, SP2S closely monitors global market trends, advocates for science-based industry discussions, supports information transparency and product compliance, and promotes a healthy balance between innovation and regulation.

We firmly believe that while market trends will continue to evolve, industry responsibility should never be absent. Faced with ongoing changes in tobacco consumption patterns and product landscapes, SP2S will maintain a rational, transparent, and compliant approach, contributing to the orderly development of the industry and exploring a more scientific, more responsible path for the future of e-cigarettes.