Tobacco industry outlook

Headwind running out of puff

Published: 24 November 2025

The Australian legal tobacco market has shrunk by close to 70% over six years yet nicotine consumption is up over the same timeframe given illicit tobacco and vapes. While the declines are not over, we can see a path to stabilisation in legal tobacco in the second-half of 2026 as legislation on outlets and stronger border force efforts reduce illicit tobacco and vape supply. For Coles, Woolworths and Metcash, stabilisation in tobacco will add 1% to 2% to food sales growth, while the group EBIT drag of 1%-2% per annum will also fade away from FY27e onwards. For Ampol and Viva, the sales impact is likely to be more meaningful boosting convenience shop sales by as much as 7%. Viva has the largest tobacco exposure at 5% of group EBIT.

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