KPMG report highlights rise in illegal cigarette consumption across Europe

Data presented on Wednesday in Brussels at a joint event by RUSI and TRACIT revealed a 7% increase in illicit cigarette consumption across Europe in 2025, while total cigarette consumption fell by 4%. The report, authored by KPMG, highlights that seven European countries reported illegal cigarette consumption exceeding 20% of their total market. France leads with 41%, followed by Ireland (35%), the United Kingdom (32%), Belgium (25%), Cyprus (24%), the Netherlands (22%), and Lithuania (21%). Cyprus saw the highest year-on-year increase in the market share of counterfeit and illegal cigarettes at 10.2%. Significant growth was also noted in Belgium (9.5%), Estonia (7.4%), and the United Kingdom (6.7%). The rise in illicit trade is primarily driven by an influx of counterfeit tobacco products.