Original article by Roy Morgan
Market Research Update – Page: Online : 9-Jul-25

The latest data from Roy Morgan shows that 17.4% of Australians aged 18+ smoke or vape; this includes 12.1% who smoke Factory Made Cigarettes (FMCs) or Roll-Your-Own (RYO) Cigarettes (8.4% FMC & 5.3% RYO) and 7.5% who vape. Overall, this is virtually unchanged over the last decade; in 2014, 17.7% smoked either FMC, RYO, pipe or cigars. However, since 2014, the composition of smoking/vaping has changed with both vaping and illicit tobacco more widespread. In 2018, when Roy Morgan first began asking people about their use of e-cigarettes, the incidence was less than 2%. Over the next few years, the incidence of vaping increased steadily to reach a high of 8.3% in the 12 months to December 2023 (and now at 7.5% in the 12 months to June 2025). Meanwhile, illicit tobacco usage was first measured by Roy Morgan in 2020 when the incidence was less than 2% (given this is self-reporting of an illegal activity, it is likely under-reported). Since then, the use of illicit tobacco has steadily increased to 4.8% of Australians 18+. Smoking illicit tobacco is included in the FMC/RYO incidence and, as such, is contributing to the continued smoking rates of FMC/RYO hovering just over 12%.

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