This section provides an overview of the factory-made cigarette and roll-your-own tobacco products available for sale in Australia at September 2025. Major changes to the types and packaging of tobacco products permitted for sale in Australia were implemented on 1 July 2025. This section also describes how the tobacco market, and the products available for sale on the market, have changed since March 2025, before the new product and packaging regulations came into effect. The data displayed in this section is obtained from recommended retail price lists and the websites of several Australian retailers. Extensive effort has been made to ensure that the information presented in this section is as accurate as possible, however inconsistencies across information sources in the labelling of variants may lead to errors for some products
The Australian tobacco market is notable for its expansive range of factory-made cigarette (FMC) and roll-your-own (RYO) tobacco products—see Section 13.4. On 1 July 2025, new regulations were implemented under the Public Health (Tobacco and Other Products) Act 20231 that restricted the additives, physical characteristics, packaging, and naming of tobacco products. In terms of FMC and RYO tobacco products, these regulations:
- Standardised the size of tobacco products, so that cigarette packs can only contain 20 cigarette sticks, and roll-your-own tobacco pouches can contain only 30 grams of tobacco.
- Standardised the dimensions (length and diameter) of cigarette sticks, thereby banning extra-long and slim cigarette sticks.
- Standardised the characteristics and appearance of cigarette filters, thereby banning innovative filters, and flavour crushballs and capsules.
- Banned flavourings and certain ingredients including menthol or menthol derivatives, cloves, sugar, and vitamins.
- Introduced a range of prohibited terms for the naming of tobacco products, including colours (e.g. blue, gold, red), terms that refer to or imply positive qualities (e.g. cool, extra, fresh, smooth, ultra), or terms that imply positive health effects (e.g. organic, natural, additive-free).
These changes were implemented over a three-month transition period from 1 April to 1 July 2025. After 1 July, only products that comply with these regulations are permitted to be sold.
Table 10.5.1 lists FMC and RYO tobacco products available for sale in Australia at September 2025 (two months after the implementation of the product and packaging regulations described above) by company, price segment, brand and sub-brand, product size and variants. To note, a sub-brand refers to a distinct range of products introduced under an existing brand, such as the Jps Evolve sub-brand, introduced into the Jps brand family. Moreover, variants are the varieties within a given brand or sub-brand, for instance, Jps Evolve Virginia, Jps Evolve Original, and Jps Evolve Regular. Tables 10.5.2 and 10.5.3 summarise the FMC and RYO tobacco product markets, respectively. Further, Table 10.5.4 provides a comparison of the tobacco market and tobacco product characteristics before and after the implementation of the new product and packaging regulations.
At September 2025, there were 47 brands and sub-brands of FMC products available on the Australian tobacco market. Across those 47 brands and sub-brands, 137 FMC products (variant and pack size combinations) were offered. Compared to the 64 FMC brands and subrands, and the 387 FMC products on the market at March 2025, this represents a 65% reduction—see Table 10.5.4 below.
Philip Morris International had the largest number of FMC brands and sub-brands, and product offerings at September 2025, with 45 FMC products across 15 brands and sub-brands, closely followed by British American Tobacco Australia, which had 39 FMC products across 13 brands and sub-brands. Imperial Brands had the highest proportion of supervalue and value FMC brands, with 84% of its 32 products within the ‘budget’ segment of the market. Approximately one-third of Philip Morris International’s 45 FMC products were in the mainstream segment, and a further 47% were supervalue. Across all manufacturers, budget brands had much larger product ranges than premium products.
As demonstrated in Table 10.5.3, at September 2025 there were 26 brands and sub-brands, and 44 RYO tobacco products for sale in Australia. Imperial Brands had the largest number of RYO products available, making up approximately 48% of the total RYO market. The number of RYO products sold in Australia decreased by approximately 70% compared to March 2025, when there were 35 brands and sub-brands, and 148 unique products on the market.
Table 10.5.4 demonstrates the effect of the product and packaging regulations on the size and characteristics of the Australian tobacco market. Between March and September 2025, the total number of FMC and RYO tobacco products reduced by 65% and 70% respectively. The reduction in the number of tobacco products was largely due to the regulations that standardised pack and pouch sizes.
At September 2025, there were no FMC tobacco products on the market that contained innovative filters, flavour capsules, menthol flavouring, or non-standard stick sizes. The regulations banning these attributes also contributed to the reduction in the number of FMC tobacco products, as well as the number of FMC sub-brands available on the market. For instance, within the JPS brand family, the sub-brands JPS Firm Touch Filter, JPS Crushball, JPS Superkings, and JPS 93mm Long are no longer permitted for sale. It is important to note, that while the number of FMC tobacco products and sub-brands have substantially decreased as a result of the regulations, the number of FMC brand families remains unchanged.
Note, however, that the Australian tobacco market has in recent years been characterised by a considerable amount of product churn as new products are introduced and other products are discontinued frequently—see Section 13.4.4—so some of the change observed in Table 10.5.4 may be attributable to regular fluctuations in the market.
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References
1. Public Health (Tobacco and Other Products) Act 2023 (Cth). 2025 [cited C2025C00142 (C02); Available from: https://www.legislation.gov.au/C2023A00118/latest/text.