More than 4.5 trillion cigarettes are sold each year
worldwide, and it is estimated 1.39 billion cigarettes
are smoked daily by adults in ASEAN. In 2022, an
estimated 479.1 billion cigarettes were sold in
ASEAN countries with 93% primarily consumed in
Indonesia, Philippines, Thailand, and Vietnam. Due
to the expansion of the world’s population and
dynamic economic growth, unless urgent action is
taken, the number of smokers is expected to reach at
least 2 billion people by 2030.
Among ASEAN countries, adult male smoking
prevalence is highest in Myanmar (68.7%) and
ndonesia (52.4%) and lowest in Singapore (16%).
Adult female smoking rates are particularly high
(ranging between 4.2% and 19.8%) in Lao PDR,
Myanmar and Philippines.
Youth smokers are estimated to be around 24
million worldwide. Of these, the South East Asian
(6.4 million or 27%) and Western Pacific (4.7
million or 19.9%) regions have the largest number of
youth cigarette smokers. In ASEAN, youth smoking
prevalence is high (ranging between 11.3% and
19.2%) particularly in Indonesia, Malaysia,
Philippines and Thailand.
In addition to smoking, increasing exposure and
prevalence of Electronic Smoking Devices (ESD) use
among youths in ASEAN further contribute to
nicotine addiction. The prevalence of e-cigarette
among youth is high (ranging between 13.3% and
17.6%) particularly in Brunei, Indonesia, Malaysia,
Philippines, and Thailand.
A 30% relative reduction in prevalence of current tobacco use in persons aged 15+ years by 2030
Country | National target (%) | *Global targets (%) |
---|---|---|
Brunei | 13.93% (30% relative reduction in prevalence of current tobacco use (19.9%) in adults by 2023, set in 2019) | 12.88% (30% relative reduction from 18.4% in 2011) |
Cambodia | 30% (10% relative reduction in adult male smoking prevalence (33.7%) by 2026, set in 2021) | 13.65% (30% relative reduction from 19.5% in 2011) |
Indonesia | 10 – 18 years old: 8.7% in 2024 (no target for adults) | 24.01% (30% relative reduction from 34.3% in 2010) |
Lao PDR | 17.85% (30% relative reduction in adult smoking prevalence in 2012 (25.5%) by 2025, set in 2015) | Same as national target |
Malaysia | 19.63% (15% relative reduction in adult smoking prevalence (20.1%) by 2025 set in 2015) | 17.22% (30% relative reduction from 24.6% in 2011) |
Myanmar | 24.8% and 23.5% (5% and 10% relative reduction in prevalence of current tobacco use (26.1%) in persons aged 15+ years by 2021 and 2025 respectively, set in 2017) | 15.4% (30% relative reduction from 22% in 2009) |
Philippines | 15% - 18% adult smoking prevalence by 2022 | 20.8% (30% relative reduction from 29.7% in 2009) |
Singapore | While there is no numerical target, Singapore will work towards reducing tobacco use to as low as possible | 10% (30% relative reduction from 14.3% in 2010) |
Thailand | 17.59% (15% relative reduction in prevalence of current tobacco use (20.7%) in persons aged 15+ years by 2025, set in 2010) | 14.49% (30% relative reduction from 20.7% in 2009) |
Vietnam | 36% in adult male and 1% in adult female smokers by 2030 | 16.66% (30% relative reduction from 23.8% in 2010) |
*A 30% relative reduction in prevalence of current tobacco use in persons aged 15+years by 2030 (2020 baseline).
Global estimate of tobacco smokers* and prevalence by WHO region (2022)
In 2022, 20.9% (1.245 billion) of the global population used tobacco, 34.4% (1.021 billion) of all men, and 7.4% (0.224 billion) of the world's women.
ASEAN has 10% of world’s smokers
19.1% of adults in ASEAN smoke
ASEAN has 129 million adult smokers, more than half whom live in Indonesia. Total ASEAN population: 674,474,000 (2021).
The distribution of adult smokers and prevalence in ASEAN
Adult smoking
Numbers don’t lie: Percentage of adult male and female smokers
E-cigarette use is associated with an increased risk of respiratory
symptoms. Young people are at risk of experiencing significant
respiratory symptoms, including bronchitis and shortness of breath, after
just 30 days of electronic cigarette use. Current e-cigarette use was
associated with an increased risk of emergency room visits and death.
The World Health Organization (WHO) has warned that all forms of tobacco, including heated
tobacco products (HTPs), are harmful. E-cigarettes as consumer products are not shown to be effective
for quitting tobacco use at the population level, and alarming evidence has emerged on adverse
population health effects. Urgent action is needed to control e-cigarettes to protect children, and
non-smokers and to minimize health harms to the population.
Cigarette per capita annual consumption in ASEAN (2017 - 2026)
*Forecast data.
By contrast, in high-income and European countries annual consumption declined by over 1,000 cigarettes per adult after 2003, whereas in low- and middle-income and Asian countries annual consumption increased by over 500 cigarettes per adult.
1.24 billion cigarettes smoked daily by adults in ASEAN
*Daily smokers aged 18 to 74 years.
Adult smoking and ENDS use
Numbers don’t lie: Percentage of adult male and female smokers and ENDS users
Cigarette Use
ENDS Use
* Insufficient numbers to determine prevalence of e-cigarette use among adult female.
** 29.7% refers to smoking prevalence among adults aged 15 years and over. The 2023 National Health Survey also estimated 27.1% smoking prevalence among the population aged 10 years and over, 52.4% (male), and 1.1% (female).
*** 3.2% refers to e-cigarette prevalence among adults aged 15 years and over. The 2023 National Health Survey also estimated 3.2% e-cigarette prevalence among the population aged 10 years and over, 3.1% (male), and 5.5% (female).
**** Daily smokers aged 18 to 74 years.
***** The data refers to the use of both ENDS and HTP.
Smoking is associated with an increased risk of suffering from a wider range of COVID-19 symptoms and smokers are more likely to visit hospital than non-smokers.
Regular smokers and ENDS users by gender (Global)
Regular smokers and ENDS users by generations (Global)
Prevalence of current adult dual users of cigarettes and ENDS
Indonesia (2021)
Male 7.6%
Female 6.3%
Total 7.5%
Malaysia (2016)
Total 2.3% | 445,458
Dual use of both e-cigarettes and cigarettes has higher risk of having a heart attack than cigarette use only. Similarly, dual and solely e-cigarette users are at a higher risk of heart attack than non-smokers.
Prevalence of "ever-tried" use of ESD among adults in ASEAN*
Adult ENDS users
Adult HTP users
*No data available in Cambodia, Lao PDR, Myanmar, Singapore and Thailand.
Prevalence of current use of ESD among adults in ASEAN*
Adult ENDS users
Adult HTP users
*Insufficient numbers to determine prevalence of e-cigarette or heated tobacco product use among adult female.
**3.2% refers to e-cigarette prevalence among adults aged 15 years and over. The 2023 National Health Survey also estimated 3.2% e-cigarette prevalence among population aged 10 year and over, 3.1% (male), and 5.5% (female).
***The data refers to the use of e-cigarettes and heated tobacco product.
Most common source of purchase of manufactured cigarettes in ASEAN
*Other person (2%) and vending machine (0.1%).
**Duty-free shop (1.7% and other (2.3%).
Adult susceptibility to tobacco advertising and promotion in ASEAN
Number and percentage of adults who use smokeless tobacco in ASEAN
Smokeless tobacco use highest in Myanmar (43.2%), Malaysia (6.5%), Lao PDR (4.3%), and Cambodia (3.6%).
*2% refers to prevalence of smokeless tobacco use among adults aged 15 years and over. The 2023 National Health Survey also estimated 1.9% prevalence of smokeless tobacco use among population aged 10 years and over, 1.9% (male), and 2.0% (female).
About 362 million adults from 165 countries
currently use smokeless tobacco – 259 million men and 103
million women. Most (280 million or 77%)
smokeless tobacco users live in the South-East Asia Region (24.9% of males and
11.8% of females), while the Western Pacific Region has at least 21 million smokeless tobacco users. Each WHO region is estimated to have at least
10 million adult smokeless tobacco users.
More than 85% of the smokeless tobacco-related burden is in South and Southeast
Asia and the risk estimates for cancers are highest in this region. In 2017, at least 2.5 million DALYs and 90,791 lives were lost across the
globe due to oral, pharyngeal and oesophageal cancers that can be attributed to smokeless tobacco.
Quitting tobacco use
Percentage of current smokers (aged > 15 years old) who intend to quit within the next 12 months*
*No data available in Brunei and Myanmar.
**Daily smokers aged 18 to 74 years.
Percentage of current smokers who attempted to quit in the past 12 months
*Daily smokers aged 18 to 74 years.
Health benefits of quitting tobacco use
Years of life gained by quitting smoking
Smokers who quit before the age of 50 had their risk of lung cancer fall 57% over the follow-up period compared with those who continued to puff. Those who quit at 50 or older experienced a 40% reduction in lung cancer risk over that time.
Cessation support (national toll-free tobacco quitline service) in selected ASEAN countries
Indonesia
Layanan Berhenti Merokok (0800-177-6565)
Malaysia
Infoline: 03-8883 4400
Philippines
Quit Smoking: Call DOH Quitline 1558 (formerly 165-364)
Singapore
QUITLINE 1800 438 2000
Thailand
Quitline 1600
Vietnam
Quitline 1800 6606 (Bach Mai Hospital), Quitline 1800 1214 (Gia Dinh Hospital)
Youth smoking* prevalence in ASEAN
-
- Boys
- Girls
Country | Boys (%) | Girls (%) | Total (%) |
---|---|---|---|
Brunei (2019) | 9.6 | 2.2 | 6.1 |
Cambodia (2022) | 4.4 | 2.8 | 3.5 |
Indonesia (2023) | 14.3 | 0.2 | 7.4 |
Lao PDR (2016) | 10.7 | 2.1 | 6.4 |
Malaysia (2022) | 14.5 | 3.6 | 9.0 |
Myanmar (2016) | 17.0 | 1.5 | 8.3 |
Philippines (2019) | 15.3 | 5.1 | 10.0 |
Singapore (2014-2016) | Null | Null | 4.0 |
Thailand (2021) | 11.4 | 4.8 | 8.1 |
Vietnam (2022) | 3.1 | 0.8 | 1.9 |
* Percentage of youths aged 13-15 years old who smoked cigarettes on one or more days in the past 30 days.
** Cambodian youths aged 13-15 years old who currently use any tobacco product (including HTP) anytime during the past 30 days.
*** Indonesian youths aged 10-18 years old who currently smoked cigarettes in the past 30 days.
**** Malaysian youths aged 13-17 years old who currently use any tobacco products during the last 30 days.
***** Philippines/Vietnamese youths aged 13-15 years old who currently use any tobacco product during the past 30 days.
****** Singapore youth smoking prevalence (4%) is a consolidated figure from three different surveys among youth aged 13-20 between 2014 and 2016.
Youth Smoking
Numbers don’t lie: Percentage of smoking among boys and girls (13 - 15 years) * in ASEAN
Among WHO regions, the highest number of boys smoking (4 million) is in the South East Asia Region.
* Percentage of youths aged 13-15 years old who smoked cigarettes on one or more days in the past 30 days
** Cambodian youths aged 13-15 years old who currently use any tobacco product (including HTP) anytime during the past 30 days.
*** Indonesian youths aged 10-18 years old who currently smoked cigarettes in the past 30 days.
**** Malaysian youths aged 13-17 years old who currently use any tobacco products during the last 30 days.
***** Philippines / Vietnamese youths aged 13-15 years old who currently use any tobacco product during the past 30 days.
****** Singapore youth smoking prevalence (4%) is a consolidated figure from three different surveys among youth aged 13-20 between 2014 and 2016.
Globally, an estimated 9.7% of 13-15 year olds use tobacco products, 25 million boys and 12 million girls. Around 5 million adolescent cigarette smokers – or 26% of the global number – live in the South-East Asia Region. Around 9 million adolescent cigarette smokers – or 47% of the global total – live in lower-middle-income countries and another 2 million live in low-income countries.
They represent tomorrow's cigarette business. . . As this 14-24 age group matures, they will account for a key share of the total cigarette volume -- for at least the next 25 years.
September 30, 1974 R.J. Reynolds Tobacco Co. marketing plan presented to the company's board of
directors.
Bates No. 501421310-1335
Youth smoking and ESD use
Numbers don’t lie: Percentage of youth smokers* and ESD users in ASEAN
Youth smoking
ENDS users
HTP Use
* Percentage of youths aged 13-15 years old who smoked cigarettes on one or more days in the past 30 days.
** Cambodian youths aged 13-15 years old who currently use any tobacco product (including HTP) anytime during the past 30 days.
*** Indonesian youths aged 10-18 years old who currently smoked cigarettes in the past 30 days.
**** Malaysian youths aged 13-17 years old who currently use any tobacco products during the last 30 days.
***** Philippines / Vietnamese youths aged 13-15 years old who currently use any tobacco product during the past 30 days.
****** Singapore youth smoking prevalence (4%) is a consolidated figure from three different surveys among youth aged 13-20 between 2014 and 2016.
Children 13-15 years old are using e-cigarettes at rates higher than adults in all WHO regions. E-cigarettes as consumer products are not shown to be effective for quitting tobacco use at the population level. Instead, alarming evidence has emerged on adverse population health effects.
Prevalence of ever use of ENDS by youth and of ENDS initiation before age 14 years*
Ever tried
Initiation before the age of 14 years
*No data available in Indonesia, Lao PDR, Myanmar, and Singapore.
Prevalence of youth dual use of cigarettes and ENDS in ASEAN
Youth smoking initiation
Early initiation of youth ever smokers* in ASEAN
Globally, 19 million youth aged 13-15 (13 million boys and 6 million girls) report current smoking of cigarettes. 38 million children aged 13-15 smoke, and 9.5 million use smokeless tobacco products.
*First smoked before the age of 10 years.
**First tried cigarette smoking before age of 14 years
***Percentage of ever smokers who first smoked at the aged of 7 or younger
Average age of adult smoking initiation (daily smokers) in ASEAN
On average, smokers in ASEAN started smoking before the age of 20.
Adolescents who use electronic nicotine delivery systems (ENDS) are three to five times more likely to start smoking tobacco cigarettes compared to those who never used ENDS.
Smoking initiation trend among Indonesians between 1995 and 2023
Smoking initiation is consistently high among adolescents, with a significant increase in early adolescents (aged 10-14 years old) recorded highest in 2018.

Death from Tobacco
- 269,000 Indonesians/year
- 737 Indonesians/day

Young Smokers
- 2.9 million Indonesian young smokers (10-18 years old)
Source of cigarettes for youth*
*No data available in Cambodia and Singapore.
**Store in this context means illegal tobacco vendor because there is no licensed tobacco
Source of ENDS for youth*
*No data available in Cambodia, Lao PDR, Myanmar, Philippines, Singapore, and Thailand.
Youth susceptibility to tobacco advertising and promotion in ASEAN
*No data available in Singapore.
Percentage of youths offered free cigarettes by a tobacco company representative in ASEAN
Targeting youths and women
Kiddie packs (Indonesia and Philippines)
Indonesia*

A Mild, the most popular local brand sold in 16 and 12 sticks per pack.
Philippines

Marlboro, the most popular foreign brand sold in 10 sticks per pack.
*New 2024 Government Regulation on Health prohibits packs containing less than 20 sticks.
No ASEAN country currently bans flavoured tobacco products
Cambodia

Indonesia

Malaysia

Philippines

Vietnam

Philippines: Sales and marketing of cigarettes, e-cigarettes, and heated tobacco product (HTP) at retailers near the schools

- Out of 6,617 retailers within 200 meters of 353 schools in urban and rural areas of nine cities/regions, 2,070 cigarette, 43 e-cigarette, and 33 HTP retailers were located within 100m of majority of the schools in violation of the law.
- Indoor and outdoor ads and promotions were common across the retailer types and visible within 100m from the school.
- 98% of e-cigarettes and HTP retailers and 90% of cigartte retailers sold products with flavours.
- 98% of cigarette retailers sold single sticks.
Multinational tobacco companies target minors worldwide using strategies to advertise and promote cigarettes at points-of-sale near schools and playgrounds. Four common strategies include (1) display of cigarettes near snacks, sweets and sugary drinks, (2) placement of cigarette advertisements near the eye-level of children, (3) advertisements and display of flavoured cigarettes and (4) sale of single sticks of cigarettes.
Online sales and promotion of tobacco products and ENDS/HTPs
Country | Tobacco Products | ENDS/HTPs | ||
---|---|---|---|---|
Ban | No Ban | Ban | No Ban | |
Brunei | ✔ | ✔ | ||
Cambodia | ✔ | ✔ | ||
Indonesia | ✔ | ✔ | ||
Lao PDR | ✔ | ✔ | ||
Malaysia | ✔ | ✔ | ||
Myanmar | ✔ | ✔ | ||
Philippines | ✔ | ✔ | ||
Singapore | ✔ | ✔ | ||
Thailand | ✔ | ✔ | ||
Vietnam | ✔ | ✔ |

Today's teenager is tomorrow's potential regular customer. . .
Myron E. Johnston, Philip Morris researcher, in a 1981 report to Robert B. Seligman, Philip Morris vice president of research and development.
Huge diversity in e-liquid flavours appealing to children

The tobacco industry employs a wide
range of tactics to target youths,
including attractive forms, trendy
designs, handy sizes, affordable prices,
fun and fruity flavours, point-of-sale
promotions, and using social media to
portray ESD as a lifestyle must-have
for the youth. More than 16,000
flavored e-liquids are available in
today's market.
ESDs in the form of children’s toys
and snacks are sinister devices hiding
behind a cute and fun facade, evading
detection by parents, teachers,
and authorities.
The ESD market in ASEAN was
estimated to grow to USD 766 million
in 2023.
Youth-appealing e-cigarette designs sold in ASEAN

Cambodia

Indonesia

Lao PDR

Malaysia

Myanmar

Vietnam
Nicotine poisoning from e-liquid exposures
Malaysia (2015 – August 2023)
The most frequent e-liquid poisoning was reported among children aged 5 years and below (40 cases – 60.7%) and adults aged 20-74 years (15 cases – 22.7%). Most cases (76%) involved accidental ingestion of e-liquid at home.
Vietnam (2023)
More than 140 teenagers reported poisoning from e-cigarette and heated tobacco products that resulted in hospital admission.
Australian children (2021 – 2022)
More than 140 children under the age of five were exposed to potentially toxic e-liquid in 2022, 17 of whom were under 12 months of age.
United States (April 2022 – March 2023)
Among all exposures, inhalation or nasal (4,298; 61%) and ingestion or oral (2,818; 40%) exposure routes were most common. About 43 (0.6%) e-cigarette exposure cases resulted in hospital admission, and 582 (8.3%) required treatment at a health care facility.
The U.S. Food and Drug Administration says young children can be severely harmed by drinking e-liquids. Harmful effects can include seizure, coma, respiratory arrest, and death. Children may also be exposed to e-liquids and their contents, including nicotine, through unintentional contact with the mouth or skin (i.e. spilled e-liquid) or by inhaling the e-liquid aerosol.
Average monthly expenditure for manufactured cigarettes (in USD) among smokers ≥ 15 years old
Country | Average monthly expenditure for manufactured cigarette (USD) |
---|---|
Brunei (2019) | More than 20 |
Cambodia (2014) | 9.7 (KHR 38,800) |
Indonesia (2021) | 26.3 (IDR 373,880) |
Lao PDR (2015) | 12.9 (LAK 106,528) |
Malaysia (2023) | 38.7 (MYR 177.7) |
Myanmar (2016) | No Data |
Philippines (2021) | 24.96 (PHP 1,273.9) |
Singapore (2019) | 21.6 (SGD 29.1) |
Thailand (2021) | 14.5 (THB 486) |
Vietnam (2020) | 12.6 (VND 289,700) |
*No data available on average monthly expenditure for manufactured cigarette.

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