Canada's ambitious national goal of becoming a virtually smokeless country by 2035 is facing a significant setback. For the first time in at least ten years, the number of smokers in the country has increased, according to recent data from Statistics Canada.
A Disturbing Reversal in Progress
Frank Silva, CEO of Imperial Tobacco Canada, highlights a critical warning sign for public health. The data from 2025 reveals that after years of decline, smoking rates rose between 2023 and 2024. This troubling shift indicates that Canada's current strategies are not producing the desired results.
Roughly 12 percent of Canadians continue to smoke, a figure that has remained stubbornly unchanged for several years. The nation's target is to reduce cigarette use to less than five percent of the population by 2035, a goal that now seems increasingly difficult to reach.
The Dual Challenge: Regulation and a Booming Black Market
Compounding the problem is the explosive growth of Canada's illegal nicotine market. Silva points out that the country has become the most profitable illegal nicotine market in the world. These unregulated products bypass age verification, ignore safety standards, and pose significant risks to both adults and youth.
A key example of regulatory misstep, according to the commentary, was the recent ministerial order concerning ZONNIC. This product was the first nicotine pouch approved by Health Canada as a cessation aid. The order moved it from convenience store shelves to behind pharmacy counters.
This action, Silva argues, had unintended consequences. It made it harder for adult smokers to access a legal quitting tool where they buy cigarettes, while the illicit market for similar pouches surged, potentially increasing underage access.
A Call for Collaborative Action in 2026
The central argument is that the historical, polarized battle between industry and health advocates is outdated and counterproductive. Silva states that Imperial Tobacco shares the smokeless 2035 ambition but emphasizes that no single entity can achieve this alone.
Success, he contends, will require constructive collaboration between government, industry, health organizations, and retailers. A landscape where illegal products thrive while regulated alternatives face barriers does not serve public health. As 2026 begins, a new, aligned approach is urgently needed to put Canada back on track toward its smokeless future.
