This section gives a brief overview of the manufacturing and distribution of tobacco products sold in Australia. There has been no manufacturing in Australia since 2015. As of 2025, three multinational tobacco companies as well as a number of smaller companies operate as importers and wholesalers in Australia. The Australian operations of the following companies are described below:
The Australian tobacco industry is a subset of the global industry. All three major tobacco companies which operate in Australia—British American Tobacco, Philip Morris International, and Imperial Brands—are wholly owned subsidiaries of their overseas parent companies. A smaller tobacco company, Richland Express, imports several cigarette and roll-your-own tobacco brands specifically for the Australian market. In addition, a small number of companies import speciality products and brands. Sections 10.4 and 10.5 provide further detail on the size and composition of the Australian tobacco market.
Overseas ownership of the tobacco companies operating in Australia means that no tobacco company is currently listed on the Australian Securities Exchange and that the availability of current information specific to local company operations is very limited. British American Tobacco Australia and Philip Morris International both offer websites with some information about their Australian operations, but Imperial Tobacco Australia provides little in the way of Australian data. Previously, information about these companies could be sourced from reports provided to shareholders, reports to the Australian Securities and Investments Commission Most of the information used in the following sections comes from information published by various trade and marketing associations, including IBISWorld’s report on the 1000 largest companies (by revenue) operating in Australia and New Zealand, and the annual reports of the multinational parent companies.
Although the Australian tobacco market is considered to be mature, heavily regulated, and per capita consumption is in decline (see Chapter 2), tobacco companies remain highly profitable entities and continue to successfully operate within Australia. In 2023, an estimated 7.2 billion factory-made cigarettes were sold in Australia, the equivalent of 685 packs of 20 cigarettes per minute. 1 More than 1.7 billion fewer factory-made cigarettes were sold in 2023 than in 2022, representing a drop of 21.3%. 2
10.3.1 Manufacturing
Since 2016, no tobacco products have been manufactured in Australia. Philip Morris International (Australia) closed its last Australian manufacturing facility in 2014, relocating these operations to South Korea, 3 and British American Tobacco Australia (BATA) did so in 2015. 4 Prior to this, British American Tobacco Australia manufactured tobacco products at its factory in Kensington, Sydney, for 72 years from 1913, when the factory was first opened by W.D & H.O. Wills (Australia) Ltd. 5 A second factory was established in East Bentleigh, Melbourne, in 1945. The Sydney and Melbourne manufacturing operations were consolidated in 1985 into a single factory in Pagewood, Sydney, named Virgina Park. The W.D & H.O. Wills company became a subsidiary of British American Tobacco in 1989 (see below). While no tobacco products are currently manufactured within Australia, BAT South Pty Ltd (BAT’s current Australian company) has four tobacco manufacturing facilities located in Oceania: Papau New Guinea, Fiji, Solomon Islands, and Western Samoa. 6
Most brands sold by Imperial Tobacco Australia, which entered the market following the merger of WD & HO Wills and Rothmans in 1999, were for many years manufactured in New Zealand. Section 10.2.4 presents data on country of manufacture of tobacco products sold in Australia since 2010.
10.3.2 Wholesaling
The wholesale tobacco market in Australia is dominated by three major companies, the largest of which is British American Tobacco Australia (BATA). Prior to the closure of Philip Morris’s and BATA’s manufacturing operations, these local manufacturers would bypass the wholesale market and sell to large retailers directly. 7 The transition of BATA and Philip Morris’s previous manufacturing business to the tobacco wholesaling market caused massive spikes in recorded revenue for the tobacco wholesaling industry at that time. Industry wholesale revenue increased by 45% when Philip Morris ceased manufacturing in Australia in the 2014-15 financial year, and increased by 140% in 2015-16 when BATA closed its manufacturing plant in the first half of that year. 7 Annual revenue growth then stabilised at 1.4% in 2016–17 then 0.1% in 2017–18.
In 2024–25, the total revenue of the tobacco product wholesaling market was $1.5 billion. 8 Factory-made cigarettes comprised 72.6% of the wholesale tobacco market, roll-your-own tobacco was 23.3%, and the remaining 4.1% consisted of ‘other’ tobacco products including cigars, cigarillos and pipe tobacco. 8 Table 10.3.1 describes the three major tobacco companies operating in Australia in 2024, which collectively accounted for 92.0% of the wholesaling industry. 6 BATA accounted for 44.3% of the Australian wholesale market, followed by Imperial Brands Australia (26.6%) and Philip Morris (Australia; 21.1%).
Reports by the industry research company IBISWorld on the Australian tobacco wholesale market described the distribution of revenue by retail channel and type of tobacco product. In 2022, supermarkets and grocery retailers made up more than half of wholesale tobacco revenue, followed by tobacconists and convenience stores—see Figure 10.3.1. 9 In A 2024 report noted that value cigarettes were the largest product segment, accounting for 37.1% of market revenue (or $541.8m) in 2023. 8
10.3.2.1 British American Tobacco Australia
The Australian arm of British American Tobacco operates under the trading name British American Tobacco Australia (BATA). As of 2023, BATA’s is registered as BAT South Pty Ltd. Prior to this, the company was incorporated as British American Tobacco (Australasia Holdings) Pty Limited in 2000, then changed its name to British American Tobacco South East Asia Pty Limited in 2021. 6
BATA was created in 1999 by the merger of WD & HO Wills (Australia) Holdings Ltd (controlled by British American Tobacco) and Rothmans Holdings Ltd. 10 WD & HO Wills (Australia) had manufactured tobacco products in Sydney since 1913. 11 The merger of the two Australian companies mirrored the international merger of British American Tobacco with Rothmans International, making the newly formed BATA the largest tobacco company operating in Australia. The then Chairman of Wills (and former Premier of New South Wales), Mr Nick Greiner, subsequently became Chairman of BATA. 10 The new corporate entity soon realised higher profits due to sales growth, cost reductions and distribution advantages arising from rationalisation of resources. 12 In 2021, BATA changed its name to British American Tobacco South East Asia, and in 2023, the name was changed again to BAT South. Mr Peter Simmons is currently the Chairman of BAT South. 6
The head office for BAT South is located on George Street, in Sydney. BAT South divides its global business into four geographic areas, with Australia grouped in the Asia-Pacific region, covering Australia, New Zealand and the Pacific Islands. Taking into account the wider Australasian region, in 2023 BATA reportedly employed approximately 275 people within Australia, with approximately 1000 total across Australasia. 6 , 13 At 2019, BATA employed almost 100 staff in New Zealand, 216 people across four offices in Papua New Guinea, including a manufacturing plant, 130 staff in Fiji (across head office and manufacturing facilities) in addition to 380 contracted tobacco farmers, and 126 staff in facilities in the Solomon Islands, including a manufacturing plant. 14 The British American Tobacco Exports business additionally supplied tobacco products manufactured elsewhere across the Pacific Islands and Oceania. 14
Since BATA is wholly owned by its UK parent British American Tobacco, financial data specific to Australia do not need to be made publicly available. In British American Tobacco's annual company reports, Australia has variously been included in the Asia-Pacific region, for which results from New Zealand and the South Pacific, and Asian countries including Indonesia, Malaysia, the Philippines, Pakistan, Japan, Bangladesh, South Korea, Taiwan and Vietnam are pooled. 15 , and presently in the Asia-Pacific, Middle East and Africa region. 16 British American Tobacco’s 2018 annual report also incorporated heat-not-burn and tobacco products in their reporting of conventional cigarettes from their “strategic combustible brands” portfolio. 17 During the mid-2000s, British American Tobacco's annual reports consistently alluded to increasing profits in Australia, attributing this success to higher margins, reductions in overheads and improved supply chain efficiencies, and strong performances by its key brands, Winfield, Dunhill, Benson & Hedges and Holiday. 18-21 However, the 2015 British American Tobacco annual report gave this description of the Australian market: ‘Volume fell due to market contraction. Excise led price increases, a challenging environment and continued high prevalence of illicit trade led to down-trading and a significant reduction in profit. Market share was flat.’ 15 BATA’s Australian business in 2014–15 also involved ‘factory closures and downsizing activities’. 15
Limited financial information for BATA is compiled and published annually as part of IBISWorld's annual ranking of Australia’s largest companies. Annual financial information (at December 31) from 2013 to 2023 for BATA is presented in Table 10.3.2. Because these data collapse the Asia-Pacific region, as do British American Tobacco's annual reports, it is not possible to isolate Australian performance. 11 , 22
BATA is the market leader in tobacco product wholesaling in Australia, with 41.3% of market share in 2024. 8 BATA's major cigarette brands in Australia have traditionally been Winfield, Benson & Hedges, Dunhill and Holiday with the revitalised Rothmans brand showing a large increase in market share following its relaunch in 2014 as a super-value brand. 23 In 2023, by retail volume, BATA had the largest share of the cigarette market at 36.4% and second largest share of the roll-your-own tobacco market at 36.7%. 24 Table 10.3.3 presents BATA's Australian brand portfolio for all types of tobacco products as of 2025.
10.3.2.2 Philip Morris Australia
Philip Morris (Australia) Limited is the registered name of the Australian subsidiary of Philip Morris International, based in Lausanne, Switzerland. Philip Morris (Australia) Limited currently trades in Australia as Philip Morris. 3
Philip Morris (Australia) Ltd was established in 1954, the first overseas affiliate to be set up by Philip Morris International to produce Philip Morris brands outside the US. 25 The Australian company was delisted from the Australian Stock Exchange in 1986 after it became part of the Philip Morris International Finance Corporation. 3 In 2011, Philip Morris’s Australian operations were taken over by Philip Morris Asia, based in Hong Kong, a wholly-owned subsidiary of Philip Morris International. 26
Philip Morris Australia's head office relocated to South Wharf, Melbourne in 2016 after the 2014 closure of Philip Morris Australia’s manufacturing plant in Moorabbin, Victoria. Cigarette production was then transferred to Philip Morris International’s Korean affiliate. 25 Philip Morris Australia employed 700 people across Australia in 2024. 3 Philip Morris International groups Australia as part of its East Asia and Australia Region—one of six global divisions. This region also covers Japan, South Korea, China, Malaysia and Singapore (New Zealand and the Pacific Islands are not listed), and is headquartered in Hong Kong. 25
Since its delisting as a public company in 1992, Philip Morris Australia has had no formal requirements to publicly lodge annual reports or financial statements specifying results from its Australian operations. Recent annual reports from Philip Morris International include limited data on the Australia region. Philip Morris International’s 2024 annual report highlighted unfavourable sales volumes in Australia 25 , 27, 28
Limited information is also available through the annual listings compiled by IBISWorld. Annual financial data for 2013–23 are presented in Table 10.3.4. 3 , 29
On the basis of market share, Philip Morris Australia is the third largest tobacco company in Australia with 21.1% of the tobacco wholesaling market. 3 In 2023, Philip Morris had the second largest volume share of the Australian cigarette market (34.2%) and third largest share of the loose tobacco market (16.3%). 24 Philip Morris Australia's major brands include Alpine, Bond Street, Longbeach, Marlboro, and Peter Jackson.
10.3.2.3 Imperial Tobacco Australia
Imperial Tobacco Australia is the smallest and most recently formed of the major tobacco companies operating within Australia. Imperial Tobacco Australia was established in 1999 to coincide with the merger of WD & HO Wills Holdings Limited and Rothmans Holdings Limited as British American Tobacco Australia (see below). Imperial Tobacco Australia is a wholly-owned subsidiary of Imperial Brands plc (formerly Imperial Tobacco). 30 The company is registered as Imperial Tobacco Company Australia, and trades as Imperial Tobacco Australia.
At the time of the proposed merger, concerns were raised about the likelihood for reduction in competition in the Australian marketplace, thereby potentially causing a breach of Section 50 of the Trade Practices Act (Cth) 1974. The Australian Competition and Consumer Commission agreed to permit the merger to proceed, on condition that another tobacco company enter the Australian market. The UK-based Imperial Tobacco Group—now Imperial Brands Plc—was invited to enter the Australian market and in September 1999, Imperial Tobacco Australia commenced operations. 31 , 32 As part of the agreement allowing the formation of British American Tobacco Australia, Imperial Tobacco Australia was sold a portfolio of cigarettes, roll-your-own tobacco and cigarette paper trademarks previously owned by Rothmans or WD & HO Wills for the sum of $325 million. The purchase gave Imperial Tobacco Australia an opening market share of 17.1%. 31
Imperial Brands does not routinely make available specific information about its Australian business in annual reports. In its 2024 Annual Report, Australia was described as a priority market within Imperial Brand’s Africa, Asia, Australasia, and Central & Eastern Europe region. The report noted Imperial Brand’s share of the Australian tobacco market was 32.2% in 2024, an increase of 0.05% from 2023. 33 Prior to this, Imperial Tobacco Group segmented its international business by strategy not geography. In 2016 Australia was categorised in the ‘Returns Market–North’ division, along with Belgium, Germany, Netherlands, Poland, and United Kingdom. The focus of the Returns Markets was ‘sustainable profit performance while actively managing strong share positions’. 34
The head office for Imperial Tobacco Australia is located in the suburb of Baulkham Hills, north-west of Sydney. Regional offices operate in Melbourne, Adelaide, Perth and Brisbane. In 2024, Imperial Tobacco Australia employed 285 personnel. 30 Imperial Tobacco Australia has never owned a manufacturing plant in Australia: prior to its manufacturing facility closure in 2015, BATA produced a range of brands for Imperial Tobacco under license. 30 , 35 See Table 10.3.6 for financial information for 2014 to 2023.
Prior to the closure of Philip Morris Australia’s and BATA’s manufacturing facilities in 2014 and 2015, respectively, Imperial Tobacco had more than 40% of the tobacco product wholesaling market share, but this declined to less than 13% in 2015—behind BATA and Philip Morris Australia. 7 In 2024, Imperial Tobacco Australia’s share of the wholesale tobacco market was 26.6%. 30 Imperial Tobacco Australia dominates the loose tobacco category, where it had a 46.1% volume share in 2023. 24 Imperial’s key Australian cigarette brands include Parker and Simpson, Peter Stuyvesant, Horizon, and JPS, the latter of which became Australia’s leading Value cigarette brand in 2024 8 —see Table 10.3.7.
10.3.3 Other importers operating in the Australian market
Apart from the three major companies listed above, a small number of companies operate within Australia as distributors of imported cigarettes and other tobacco products—predominantly cigars, cigarillos and pipe tobacco—and smokers' requisites such as cigarette papers and filters for roll-your-own tobacco users. These smaller companies collectively accounted for 17.2% of the estimated market share of the tobacco product wholesaling industry in 2018, 22 down to 8.0% of the total Australian wholesaling market in 2024. 8 Tobacco companies other than the major multinationals accounted for 3.3% of the total cigarette retail market by volume in 2017, up from 2.1% in 2016, and 4.9% of the smoking tobacco market, down from 6.7% in 2016 and 9.8% in 2013. 36 ‘Other’ companies comprise a much larger share of the cigar and cigarillo markets: 67.8% and 73.7%, respectively. 36 Some smaller operators in the Australian tobacco market are also local subsidiaries of multinational companies, 22 while the remainder of importers tend to be small independent wholesalers which distribute tobacco products within smaller regions. The large grocery wholesaler Metcash distributes tobacco products to 1,600 IGA and Foodland supermarkets across Australia, as well as independent grocery stores and convenience stores. 37
10.3.3.1 Scandinavian Tobacco Group Australia Pty Ltd
The Scandinavian Tobacco Group is a large tobacco producer which is based in Denmark. Skandinavisk Holding A/S and Swedish Match Cigars Holding AB were major owners as of 2018. 22 Scandinavian Tobacco Group Australia Pty Ltd imported and distributed tobacco products (predominantly cigars, cigarillos and pipe tobacco) in Australia until 2022. The company exited the Australian and New Zealand markets and British American Tobacco Australia became the official distributor of Scandinavian Tobacco Group products. 9
The Scandinavian Tobacco Group accounted for less than 2% of total wholesaling market share in 2018, 22 and 57.4% of cigar, 60.6% of cigarillo, and 0.1% of smoking tobacco retail volumes in 2017. 36
10.3.3.2 Stuart Alexander & Co Pty Ltd
Stuart Alexander & Co Pty Ltd is an importer, marketer and distributor for tobacco products and a range of packaged food products, owned by the Australian-based company Frossard Pty Ltd. 22 The company is registered as 1884 Pty Ltd and trades as Stuart Alexander. 39 Stuart Alexander began operating in Australia in 1884. In the late 1990s, the company shifted its focus, stating on its website “Stuart Alexander is now a 'confectionery and food company that also sells cigars', rather than a 'tobacco distributor that sells food'”. 40 In 2010, Stuart Alexander had a 50.0% value share of the $23.5 million cigar market in grocery stores. 41 This rapidly declined so that in 2012 Stuart Alexander & Co’s share of the grocery cigar market was not reported among the top cigar companies. 42 Likewise, Stuart Alexander & Co was listed as the largest cigar distributor for the entire Australian retail market in terms of both volume and value in 2012 and 2013, 43 but was not listed as of 2015 in Euromonitor industry reports. 44 The tobacco products that were imported and distributed by Stuart Alexander & Co Pty Ltd as of 2019 are presented in Table 10.3.9, but at present, the only tobacco products listed on the company’s website are accessories (e.g. rolling tobacco filters).
10.3.3.3 Richland Express Pty Ltd
Richland Express is a tobacco importer and distributor, owned by shareholders in Australia and Singapore. 45 The company was formed in 2007 by two former directors of Rothmans, WD & HO Wills and British American Tobacco. 38 Richland Express operates nationally and is based in New South Wales. The Richland Express website promotes retailer-centred operations, including stating “we reward retailers who buy and sell our products. It’s that simple”.
As of 2024, Richland Express’s products include the factory-made cigarette brands Deal, Reef, Easy, Hong Ta Shan, Manitou and Manitou Organic, kreteks (clove flavoured cigarettes) under the Jet Clove brand, roll-your-own tobacco brands including Deal, Manitou and Harvest, and cigars and cigarillos under the brands Tycoon and Candlelight—see also Section 10.5.
10.3.3.4 Additional small importers
Several other businesses import cigarettes, cigars and other tobacco products into Australia. These include standard American and European cigarettes, as well as kreteks, flavoured cigarettes from Hong Kong and Chinese brands. 38 , 46 Chinese brands in particular sell more cheaply in Australia than many other brands, so appeal to the value end of the market as well as to expatriate Chinese smokers. 46
Patron Group is another company that imports a range of tobacco products into Australia. However, no recent information is publicly available about the company. Patron Group Australia began operating in Australia in the late 1990s and advertised in retail trade magazines that it imports and distributed the following Chinese cigarette brands: Chunghwa, Double Happiness, and GD. 47 Additional cigarette importers—as of 2013 38 —include ATA International Pty Ltd, importing the brands Furongwang, Lesser Panda, and Yuxi; Brightcity International Trading Pty Ltd (Huanghelou, and RGD 47 ), and PT Korea Pty Ltd imported cigarette brands from Korea including Bohem, Esse, Raison and This Plus. Other companies including Cigarworld Australia, Jamreem Pty Ltd, the Pacific Cigar Company, Smokers Supplies, and Trojan Trading Company have imported a variety of niche tobacco products including premium cigarettes, roll-your-own tobacco, pipe tobacco, make-your-own tobacco, and cigars into the Australian market. In 2017, the Burger Group has a stable 4% share of cigar sales volumes in Australia. 36
At least two Australian specialist importers, Alexanders Cigar Merchants 48 and Cigarworld Australia, 49 operate their own specialist retail outlets, which sell cigars as well as other tobacco-related paraphernalia and giftware.
10.3.3.5 Private label brands
In July 2010, supermarket giant Coles attracted critical media coverage due to the sale of 'home-brand-style packs of 25 cigarettes, imported from Germany under an exclusive deal with Richland Express, at about $11, almost $4 a pack less than Australian-made Winfield and other leading brands at that time. 50 The packs carried unfamiliar names such as Bayside, Deal, Harvest and Tradition and were being promoted by Coles as a cheaper alternative to well-known brands 38 (see Figure 10.3.3). In 2016, the national supermarket chain IGA launched its own exclusive private label tobacco brands, including King Street, Brooklyn and Regent Street factory made cigarettes, and Durham roll-your-own tobacco. In explanatory material to store holders, IGA stated that the benefits of private label tobacco brands included increased gross profit margins and consistent low price with no promotions. Further ‘key selling features’ include quality that can be ‘recommended with confidence’ and that the products are manufactured in the same facility as other “competitive supplier brands”. 51 These brands are apparently manufactured and imported by the Tobacco Imports Company, part of the Kollaras Group. 52
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References
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