10.5 Products available on the Australian tobacco market

The Australian tobacco market is notable for is expansive product range, price segmentation, and large variety of pack sizes across factory-made cigarette (FMC) and roll-your-own (RYO) tobacco products—see Section 13.4. Table 10.5.1 lists FMC and RYO tobacco products available for sale in Australia at March 2025 by company, price segment, brand and sub-brand, pack size and variant (varieties within a given brand or sub-brand). Tables 10.5.2 and 10.5.3 summarise the FMC and RYO product markets, respectively.

At March 2025, there were 64 brands and sub-brands of FMC products available on the Australian market. (Note: a sub-brand refers to a distinct range of products introduced under an existing brand family, such as the JPS Evolve sub-brand, introduced into the JPS brand family.) Across those 64 brands and sub-brands, 387 unique variant and pack size combinations (products) were offered. British American Tobacco Australia had the largest number of FMC brands and product offerings, with 130 FMC products across 21 brands/sub-brands. Imperial Brands had the highest concentration of supervalue and value FMC brands, with 84% of its 124 products within the ‘budget’ segment of the market. Approximately one-third of Philip Morris International’s 118 FMC products were in the mainstream segment, and a further 40% were supervalue. Across all manufacturers, budget brands had much larger product ranges than premium products.

All three major companies offered FMC products ranging in sizes from 20 to 40 sticks per pack, and Imperial Brands offered products in 50 sticks per pack as well. Larger pack sizes were more common in supervalue and value brands—see Table 10.5.1. Premium brands were most often available in 20s and 25s across all tobacco companies.

Additionally, Table 10.5.1 shows that the three major tobacco companies all offered products that had flavour capsules (such as crushballs or fresh burst products), filter innovations (such as firm filters), and British American Tobacco Australia and Imperial Brands also offered sub-brands with extra-long or slim sticks.

Table 10.5.3 describes the 36 brands and sub-brands and 148 unique products available on the RYO tobacco market by manufacturer. Imperial Brands had the largest number of RYO products available, making up approximately 39% of the total RYO market. RYO products were available in pouches ranging from 10 grams to 50 grams, with an average pouch size of 27.4 grams. Section 13.4.2.3 describes changes in pack and pouch size offerings over time in more detail.

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