Continuing its steady course of organic growth, JTI Hellas achieved in 2025 a total turnover that reaches 850,000,000 euros, recording an increase in net sales of 5.4% compared to 2024 and contributing more than 740,000,000 euros in excise tax to the public treasury.
This development came despite adverse global economic conditions, which continued to fuel inflationary pressures. The stable tax environment of recent years was a critical factor in addressing the negative consequences brought about by the global economic situation.
Strong performance in all categories
For 2025, JTI Hellas maintained its leading position in the category of conventional products, something that is also confirmed by developments in 2026.
In the category of heated products, in 2025 the Company introduced to the Greek market the most advanced heating device for tobacco and nicotine sticks, Ploom Aura. In 2026, even stronger upward momentum is already being recorded in this category for the Company.
JTI Hellas, having entered dynamically into the heated products category since the last quarter of 2023, through multiple commercial channels that have established its comprehensive presence in it, confirms that Greece is a market of strategic importance for JTI.
Investment and growth in Xanthi
2025 was also a year of growth for JTI’s factory in Xanthi, the historic SEKAP unit, which in January 2026 celebrated 50 years since its founding, with the dynamism of its new era.
At the factory, since its integration into the JTI family in 2018, more than 47 million dollars have been invested to adapt it to JTI’s global standards through the continuous modernization of the facilities, the renewal of the mechanical equipment, and the achievement of ambitious environmental goals. At this moment, the factory exports 74% of its production to important European markets.
JTI Hellas and the factory in Xanthi currently employ, in total, more than 300 direct employees, providing high-quality jobs. At the same time, JTI, through its total turnover in Greece, its synergies with small retail, and the purchase of high-quality Greek tobacco, supports more than 50,000 families throughout the country. Particularly notable is its footprint in the border region of Eastern Macedonia and Thrace, where the production unit is located.
Creating value in Greece
Following the complete renovation of its headquarters in 2022 and the upgrade of the factory, JTI in Greece offers excellent working conditions that meet the needs of its people, being consistently recognized as a top employer by the Top Employers Institute.
As stated by Janine Neuhaus (photo), General Manager of JTI Hellas, responsible for the markets of Greece, Israel, Cyprus and Malta, “2025 was another year of steady and sustainable growth for JTI in Greece. With long-term strategic planning and an emphasis on our people, we have shaped an Organization that moves forward, for what matters, while also being resilient in the face of the various challenges of the external environment. With vision, enthusiasm and energy, we continue into 2026 as well. In order to strengthen our positive footprint on the Greek economy and create greater overall value for the country, with particular emphasis on Eastern Macedonia and Thrace and the local community.”