Tobacco in Austria
Euromonitor International's Tobacco in Austria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of duty paid retail volume and value sales, illicit trade volume, company and brand shares, pricing, distribution and production data.
Tables: 74 | Publication date: Oct 2009
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- Get insight into trends in market performance
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Executive summary
Declining Tendency
The tobacco market in Austria suffered as a result of consumers’ increased concern for their health and the environment, which caused the number of smokers in Austria to continue to largely stagnate. In addition, new taxations imposed on tobacco by the government made it even harder for tobacco manufacturers to generate additional sales. Moreover, with the impact of the recession, almost all sectors of tobacco struggled with slower growth compared to the review period. Notably sales of cigarettes saw further decline in 2008. Cigars and cigarillos and smoking tobacco performed comparatively well due to good performance of individual categories which were driving sales, such as RYO tobacco in smoking tobacco and cigarillos in cigars and cigarillos. However, compared to the review period these sectors also saw a slowdown in growth.
New Legislation for Foodservice Outlets
In July 2008, all three leading political parties in Austria reached an agreement regarding the planned introduction of a nationwide smoking ban in foodservice outlets. The agreement resulted in new legislation, implemented from January 2009. All foodservice outlets larger than 80 sq m are obliged to create physically separate areas for smokers and to clearly position health warnings. In outlets that comprise an area of less than 50 sq m, owners and licence holders will be allowed to decide for themselves if they want to have separate smoking rooms. In terms of outlets that have a surface area of between 50 and 80 sq m, local authorities are to decide if the implementation of additional rooms is possible. In the case of law violation, fines for innkeepers range from EUR2,000 to EUR10,000 and for customers from EUR100 to EUR1,000.
Weak Producer Activity besides Cigarettes
The fiercest competitive environment was observed in cigarettes, not least as this sector enjoys the largest consumer base in Austria. Leading manufacturers such as Austria Tabak GmbH, Philip Morris GmbH and British American Tobacco (Germany) GmbH, focused on introducing new products to ensure further consumer interest in the sector. Due to this ongoing focus on cigarettes, other sectors suffered as competition and marketing was comparatively low and there were no major movements in terms of share. Altadis SA mainly relied on its loyal consumer base in cigars excluding cigarillos, which company leads with 31%, whereas in cigars and cigarillos it is ranked fourth with a share of less than 4%. Smoking tobacco, meanwhile effectively lacked competition.
Increased Online Purchases
Tobacco specialists represented the most successful distribution channel in the Austrian tobacco market. This was followed by newsagent-tobacconists/kiosks and forecourt retailers, which also distributed a large proportion of tobacco products. However a good performance, albeit from a low base, was registered by internet retailing in all sectors of tobacco products. With modern lifestyles and the increased number of people connected to the internet, online tobacco purchasing gained in importance.
Gloomy Prospects
The Austrian tobacco market is likely to be affected by several important factors over the forecast period. The impact of the recession will be increasingly felt in 2009, while sales will also be affected by stagnation in terms of the number of smokers in Austria, as well as by possible further tax increases. Consequently, the expected performance of tobacco products is rather gloomy compared to the review period, with all sectors likely to see slower growth rates.
Table of contents
TOBACCO IN AUSTRIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Declining Tendency
New Legislation for Foodservice Outlets
Weak Producer Activity besides Cigarettes
Increased Online Purchases
Gloomy Prospects
OPERATING ENVIRONMENT
Smoking Prevalence
Table 1 Smoking Prevalence in Population 2003-2008
Table 2 Number of Smokers by Gender 2003-2008
Death by Cause
Table 3 Death by Cause 2004-2008
The Role and Effect of Cannabis/Marijuana
LEGISLATION
Legislative overview/FCTC ratification
Legislation: EU Directives
Health warnings
Duty paid packet marks
Advertising & Sponsorship
Smoking in public places
Litigation
TAXATION AND DUTY LEVIES
Table 4 Taxation and Duty Levies
Table 5 Average Cigarette Pack Price Breakdown: Brand Example
PRODUCTION/IMPORTS/EXPORTS
Table 6 Trade Statistics – Cigarettes
MARKET INDICATORS
Table 7 Illicit Trade Estimate 2003-2008
MARKET DATA
Table 8 Sales of Tobacco by Sector: Volume 2003-2008
Table 9 Sales of Tobacco by Sector: Value 2003-2008
Table 10 Sales of Tobacco by Sector: % Volume Growth 2003-2008
Table 11 Sales of Tobacco by Sector: % Value Growth 2003-2008
Table 12 Forecast Sales of Tobacco by Sector: Volume 2008-2013
Table 13 Forecast Sales of Tobacco by Sector: Value 2008-2013
Table 14 Forecast Sales of Tobacco by Sector: % Volume Growth 2008-2013
Table 15 Forecast Sales of Tobacco by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRIA
AUSTRIA TABAK GMBH - TOBACCO - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Austria Tabak GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Austria Tabak GmbH: Competitive Position 2008
MOOSMAYR GMBH - TOBACCO - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Moosmayr GmbH: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
TOBACCOLAND GROSSHANDELS-GMBH & CO KG - TOBACCO - AUSTRIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 tobaccoland Handels GmbH & Co KG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
CIGARETTES IN AUSTRIA
HEADLINES
TRENDS
DISTRIBUTION
COMPETITIVE LANDSCAPE
NEW PRODUCT DEVELOPMENTS
Summary 6 Cigarettes - New Product Launches
PROSPECTS
SECTOR BACKGROUND
Cigarettes: Illicit trade
Cigarettes: Price Bands
Summary 7 Cigarette Price Band Definitions
Cigarettes: Menthol/standard
Cigarettes: Filter/non-filter
Cigarettes: Carbon/standard filter
Cigarettes: Filter length
Cigarettes: Slims/superslims vs regular
Cigarettes: Pack size
Cigarettes: Pack type
SECTOR DATA
Table 16 Sales of Cigarettes by Tar Level: Volume 2003-2008
Table 17 Sales of Cigarettes by Tar Level: Value 2003-2008
Table 18 Sales of Cigarettes by Tar Level: % Volume Growth 2003-2008
Table 19 Sales of Cigarettes by Tar Level: % Value Growth 2003-2008
Table 20 Sales of Cigarettes by Price Band: % Volume Breakdown 2003-2008
Table 21 Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2003-2008
Table 22 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2003-2008
Table 23 Sales of Cigarettes by Filter Vs Non-filter 2003-2008
Table 24 Sales of Filter Cigarettes by Carbon Vs Non-carbon 2003-2008
Table 25 Sales of Cigarettes by Length 2003-2008
Table 26 Sales of Cigarettes by Regular/Slim 2006-2008
Table 27 Sales of Cigarettes by Pack Size 2003-2008
Table 28 Sales of Cigarettes by Pack Type 2003-2008
Table 29 Cigarettes: Production, Imports and Exports: Total Volume 2003-2008
Table 30 Cigarettes Company Shares 2004-2008
Table 31 Cigarettes Brand Shares 2005-2008
Table 32 Sales of Cigarettes by Distribution Format: % Analysis 2003-2008
Table 33 Forecast Sales of Cigarettes by Tar Level: Volume 2008-2013
Table 34 Forecast Sales of Cigarettes by Tar Level: Value 2008-2013
Table 35 Forecast Sales of Cigarettes by Tar Level: % Volume Growth 2008-2013
Table 36 Forecast Sales of Cigarettes by Tar Level: % Value Growth 2008-2013
Table 37 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2008-2013
Table 38 Forecast Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2008-2013
Table 39 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2008-2013
Table 40 Forecast Sales of Cigarettes by Filter Vs Non-filter 2008-2013
Table 41 Forecast Sales of Filter Cigarettes by Carbon Vs Non-carbon 2008-2013
Table 42 Forecast Sales of Cigarettes by Length 2008-2013
Table 43 Forecast Sales of Cigarettes by Regular/Slim 2008-2013
Table 44 Forecast Sales of Cigarettes by Pack Size 2008-2013
Table 45 Forecast Sales of Cigarettes by Pack Type 2008-2013
CIGARS IN AUSTRIA
HEADLINES
TRENDS
DISTRIBUTION
COMPETITIVE LANDSCAPE
NEW PRODUCT DEVELOPMENTS
PROSPECTS
SECTOR DATA
Table 46 Sales of Cigars by Subsector: Volume 2003-2008
Table 47 Sales of Cigars by Subsector: Value 2003-2008
Table 48 Sales of Cigars by Subsector: % Volume Growth 2003-2008
Table 49 Sales of Cigars by Subsector: % Value Growth 2003-2008
Table 50 Company Shares of Cigars Excluding Cigarillos 2004-2008
Table 51 Brand Shares of Cigars Excluding Cigarillos 2005-2008
Table 52 Company Shares of Cigarillos 2004-2008
Table 53 Brand Shares of Cigarillos 2005-2008
Table 54 Sales of Cigars by Distribution Format: % Analysis 2003-2008
Table 55 Forecast Sales of Cigars by Subsector: Volume 2008-2013
Table 56 Forecast Sales of Cigars by Subsector: Value 2008-2013
Table 57 Forecast Sales of Cigars by Subsector: % Volume Growth 2008-2013
Table 58 Forecast Sales of Cigars by Subsector: % Value Growth 2008-2013
SMOKING TOBACCO IN AUSTRIA
HEADLINES
TRENDS
DISTRIBUTION
COMPETITIVE LANDSCAPE
NEW PRODUCT DEVELOPMENTS
PROSPECTS
SECTOR DATA
Table 59 Sales of Smoking Tobacco by Subsector: Volume 2003-2008
Table 60 Sales of Smoking Tobacco by Subsector: Value 2003-2008
Table 61 Sales of Smoking Tobacco by Subsector: % Volume Growth 2003-2008
Table 62 Sales of Smoking Tobacco by Subsector: % Value Growth 2003-2008
Table 63 Sales of Smoking Tobacco by Distribution Format: % Analysis 2003-2008
Table 64 Forecast Sales of Smoking Tobacco by Subsector: Volume 2008-2013
Table 65 Forecast Sales of Smoking Tobacco by Subsector: Value 2008-2013
Table 66 Forecast Sales of Smoking Tobacco by Subsector: % Volume Growth 2008-2013
Table 67 Forecast Sales of Smoking Tobacco by Subsector: % Value Growth 2008-2013
SMOKELESS TOBACCO IN AUSTRIA