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Country Report

Belgium Flag Tobacco in Belgium

| Pages: 59

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Down trading leads to value decline in cigarettes

For the first time since 2009, cigarettes posted a negative performance in value terms in 2014 due to growing competition from smoking tobacco and the rising presence of the illicit trade as consumers look for cheaper products. This demonstrates the challenges that the Belgian tobacco industry is facing as volume declines are no longer balanced out by price increases and premiumisation. In addition, down trading is taking a different direction in the sense that consumers are no longer trading down from premium cigarettes to mid-price cigarettes and economy cigarettes, but switching more easily from cigarettes to RYO tobacco and MYO tobacco as premium cigarette brands are now available in RYO tobacco, a trend which is suppressing unit prices.

New EU Directive introduces tougher rules

The EU Tobacco Products Directive voted for in May 2014 sets a new framework for the tobacco industry across the EU as it introduces new requirements for pack sizes and health warnings and will strongly limit the scope of flavoured tobacco. A grace period has been offered to member states wanting to translate these rules into their own legislation, 2016 for most provisions of the Directive and 2020 for tobacco flavours, although the Directive still forces the Belgian tobacco industry to operate a strategic shift and reset its priorities for future product development.

Big multinational players strengthen their positions amidst market consolidation

Global tobacco manufacturers Philip Morris, British American Tobacco, Imperial Tobacco and Japan Tobacco Inc continue to maintain their leading positions in cigarettes and smoking tobacco in Belgium, leaving out only cigars and vapour devices. In cigarettes, the consolidation of the category is growing as the operating environment becomes increasingly challenging. Companies are focusing their efforts on strengthening their core brands and disposing of non-strategic ones in order to ensure higher returns.

Grocery retailers increase their share of tobacco sales

Grocery retailers in general and supermarkets and traditional grocery retailers in particular increased their shares of tobacco volume sales in 2014 with 29% and 48% respectively. Supermarkets continues to perform well thanks to the wide range of such products to choose from and the fact that these products are available in larger packaging sizes for cigarettes, cigars and smoking tobacco, the so-called ‘volume’ products that are very popular with Belgian consumers, who tend to buy them in bulk while they are doing their grocery shopping in order to save on the cost per unit.

Future sales expected to decline

The tobacco industry in Belgium is set to face a difficult trading environment during the forecast period, characterised by a decline in the smoking population and smoking prevalence and the prospect of tougher legislation coming into force between 2016 and 2020 which will place limits on the room to manoeuvre for manufacturers. Cigarettes and cigars are set to be tobacco categories with the most negative volume and real value sales during the forecast period, with smoking tobacco only partially balancing out these declines. The only positive factor is set to remain the price differential between tobacco products in Belgium and neighbouring countries, France and Germany in particular, which is set to drive demand among cross-border shoppers from other countries.

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Overview


Discover the latest market trends and uncover sources of future market growth for the Tobacco industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tobacco industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belgium for free:

The Tobacco in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tobacco in Belgium?
  • What are the major brands in Belgium?
  • Which sector of the tobacco products market is the largest by value sales in Belgium?
  • Which sector of the tobacco products market has been growing the fastest, by volume and value, in Belgium?
  • Which sector is the most heavily taxed in Belgium?
  • Which companies dominate in the total tobacco market in Belgium in terms of market share?
  • What is the distribution channel split for the tobacco products market in Belgium?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tobacco market research database.

Table of Contents

Tobacco in Belgium - Industry Overview

EXECUTIVE SUMMARY

Down trading leads to value decline in cigarettes

New EU Directive introduces tougher rules

Big multinational players strengthen their positions amidst market consolidation

Grocery retailers increase their share of tobacco sales

Future sales expected to decline

OPERATING ENVIRONMENT

Legislation

  • Summary 1 Legislation Summary at a Glance

Country-specific legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

  • Table 1 Smoking Prevalence in Adult Population 2010-2014
  • Table 2 Number of Adult Smokers by Gender 2010-2014

Health warnings

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Plain packaging

‘Reduced harm’

Electronic cigarettes

Litigation

Death by cause

  • Table 3 Death by Cause 2010-2014

TAXATION AND PRICING

Duty paid packet marks

Taxation rates

  • Table 4 Taxation and Duty Levies 2009-2014

Average cigarette pack price breakdown

  • Table 5 Average Cigarette Pack Price Breakdown: Brand Examples (Pack of 19)

PRODUCTION/IMPORTS/EXPORTS

  • Table 6 Trade Statistics: Cigarettes 2009-2014

Illicit trade in cigarettes

MARKET INDICATORS

  • Table 7 Illicit Trade Estimate of Cigarettes: Volume 2009-2014

MARKET DATA

  • Table 8 Sales of Tobacco by Category: Volume 2009-2014
  • Table 9 Sales of Tobacco by Category: Value 2009-2014
  • Table 10 Sales of Tobacco by Category: % Volume Growth 2009-2014
  • Table 11 Sales of Tobacco by Category: % Value Growth 2009-2014
  • Table 12 Forecast Sales of Tobacco by Category: Volume 2014-2019
  • Table 13 Forecast Sales of Tobacco by Category: Value 2014-2019
  • Table 14 Forecast Sales of Tobacco by Category: % Volume Growth 2014-2019
  • Table 15 Forecast Sales of Tobacco by Category: % Value Growth 2014-2019

SOURCES

  • Summary 2 Research Sources

Tobacco in Belgium - Company Profiles

British American Tobacco Belgium SA in Tobacco (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 British American Tobacco Belgium SA: Key Facts
  • Summary 4 British American Tobacco Belgium SA: Operational Indicators

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 British American Tobacco Belgium SA: Competitive Position 2014

Imperial Tobacco Belgium in Tobacco (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Imperial Tobacco Belgium: Key Facts

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Imperial Tobacco Belgium: Competitive Position 2014

Philip Morris Belgium BVBA in Tobacco (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Philip Morris Belgium BVBA: Key Facts

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Philip Morris Belgium BVBA: Competitive Position 2014

Cigarettes in Belgium - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

NEW PRODUCT DEVELOPMENTS

  • Summary 10 Cigarettes: New Product Launches

DISTRIBUTION

PROSPECTS

CATEGORY BACKGROUND

Cigarettes: Price bands

  • Summary 11 Cigarette Price Band Definitions

Cigarettes: Tobacco blend

Cigarettes: Standard/menthol/capsule

Cigarettes: Filtered/unfiltered

Cigarettes: Carbon filter/non-carbon filter

Cigarettes: Cigarette length

Cigarettes: Regular vs slim vs superslim vs microslim

Cigarettes: Pack size

Cigarettes: Pack type

CATEGORY DATA

  • Table 16 Sales of Cigarettes by Tar Level: Volume 2009-2014
  • Table 17 Sales of Cigarettes by Tar Level: Value 2009-2014
  • Table 18 Sales of Cigarettes by Tar Level: % Volume Growth 2009-2014
  • Table 19 Sales of Cigarettes by Tar Level: % Value Growth 2009-2014
  • Table 20 Sales of Cigarettes by Price Band: % Volume Breakdown 2009-2014
  • Table 21 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2009-2014
  • Table 22 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2009-2014
  • Table 23 Sales of Cigarettes by Filtered vs Non-filtered: % Volume 2009-2014
  • Table 24 Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2009-2014
  • Table 25 Sales of Cigarettes by Length: % Volume 2009-2014
  • Table 26 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2009-2014
  • Table 27 Sales of Cigarettes by Pack Size: % Volume 2009-2014
  • Table 28 Sales of Cigarettes by Pack Type: % Volume 2009-2014
  • Table 29 NBO Company Shares of Cigarettes: % Volume 2010-2014
  • Table 30 LBN Brand Shares of Cigarettes: % Volume 2011-2014
  • Table 31 Sales of Cigarettes by Distribution Format: % Volume 2009-2014
  • Table 32 Production, Imports and Exports of Cigarettes: Total Volume 2009-2014
  • Table 33 Forecast Sales of Cigarettes by Tar Level: Volume 2014-2019
  • Table 34 Forecast Sales of Cigarettes by Tar Level: Value 2014-2019
  • Table 35 Forecast Sales of Cigarettes by Tar Level: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Cigarettes by Tar Level: % Value Growth 2014-2019
  • Table 37 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2014-2019
  • Table 38 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2014-2019
  • Table 39 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2014-2019
  • Table 40 Forecast Sales of Cigarettes by Filtered vs Non-filtered: % Volume 2014-2019
  • Table 41 Forecast Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2014-2019
  • Table 42 Forecast Sales of Cigarettes by Length: % Volume 2014-2019
  • Table 43 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2014-2019
  • Table 44 Forecast Sales of Cigarettes by Pack Size: % Volume 2014-2019
  • Table 45 Forecast Sales of Cigarettes by Pack Type: % Volume 2014-2019

Cigars in Belgium - Category Analysis

HEADLINES

TRENDS

HAND-MADEVS MACHINE MANUFACTURED SPLITS

COMPETITIVE LANDSCAPE

NEW PRODUCT DEVELOPMENTS

  • Summary 12 Cigars: New Product Launches

DISTRIBUTION

PROSPECTS

CATEGORY DATA

  • Table 46 Sales of Cigars by Category: Volume 2009-2014
  • Table 47 Sales of Cigars by Category: Value 2009-2014
  • Table 48 Sales of Cigars by Category: % Volume Growth 2009-2014
  • Table 49 Sales of Cigars by Category: % Value Growth 2009-2014
  • Table 50 Sales of Cigars by Handmade vs Machine-manufactured: % Volume Breakdown 2009-2014
  • Table 51 Sales of Cigars by Handmade vs Machine-manufactured: % Value Breakdown 2009-2014
  • Table 52 NBO Company Shares of Cigars Excluding Cigarillos: % Volume 2010-2014
  • Table 53 LBN Brand Shares of Cigars Excluding Cigarillos: % Volume 2011-2014
  • Table 54 NBO Company Shares of Cigarillos: % Volume 2010-2014
  • Table 55 LBN Brand Shares of Cigarillos: % Volume 2011-2014
  • Table 56 Distribution of Cigars by Format: % Volume 2009-2014
  • Table 57 Forecast Sales of Cigars by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Cigars by Category: Value 2014-2019
  • Table 59 Forecast Sales of Cigars by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Cigars by Category: % Value Growth 2014-2019

Smoking Tobacco in Belgium - Category Analysis

HEADLINES

TRENDS

The role and effect of cannabis/marijuana

DISTRIBUTION

COMPETITIVE LANDSCAPE

NEW PRODUCT DEVELOPMENTS

  • Summary 13 Smoking Tobacco: New Product Launches

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Smoking Tobacco by Category: Volume 2009-2014
  • Table 62 Sales of Smoking Tobacco by Category: Value 2009-2014
  • Table 63 Sales of Smoking Tobacco by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Smoking Tobacco by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of RYO Tobacco: % Volume 2010-2014
  • Table 66 LBN Brand Shares of RYO Tobacco: % Volume 2011-2014
  • Table 67 NBO Company Shares of Pipe Tobacco: % Volume 2010-2014
  • Table 68 LBN Brand Shares of Pipe Tobacco: % Volume 2011-2014
  • Table 69 Distribution of Smoking Tobacco by Format: % Volume 2009-2014
  • Table 70 Forecast Sales of Smoking Tobacco by Category: Volume 2014-2019
  • Table 71 Forecast Sales of Smoking Tobacco by Category: Value 2014-2019
  • Table 72 Forecast Sales of Smoking Tobacco by Category: % Volume Growth 2014-2019
  • Table 73 Forecast Sales of Smoking Tobacco by Category: % Value Growth 2014-2019

Vapour Devices in Belgium - Category Analysis

HEADLINES

LEGISLATION

TRENDS

DISTRIBUTION

COMPETITIVE LANDSCAPE

NEW PRODUCT DEVELOPMENTS

  • Summary 14 Vapour Products: New Product Launches

PROSPECTS

CATEGORY DATA

  • Table 74 Number of Adult Vapers 2010-2014
  • Table 75 Sales of Vapour Devices by Category: Value 2009-2014
  • Table 76 Sales of Vapour Devices by Category: % Value Growth 2009-2014
  • Table 77 GBN Brand Rankings (GBO)/NBO of Disposable Cig-a-likes 2014
  • Table 78 GBN Brand Rankings (GBO)/NBO of Rechargeable Cig-a-likes (including Nicotine Cartridges) 2014
  • Table 79 GBN Brand Rankings (GBO)/NBO of Tank System Charging and Vapourising Devices 2014
  • Table 80 GBN Brand Rankings (GBO)/NBO of E-liquids 2014
  • Table 81 Sales of Vapour Devices by Distribution Format: % Value 2009-2014
  • Table 82 Forecast Sales of Vapour Devices by Category: Value 2014-2019
  • Table 83 Forecast Sales of Vapour Devices by Category: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Tobacco
    • Cigarettes
      • High Tar Cigarettes
      • Mid Tar Cigarettes
      • Low Tar Cigarettes
      • Ultra Low Tar Cigarettes
    • Cigars
      • Cigars Excluding Cigarillos
        • Large Cigars
        • Standard Cigars
        • Small Cigars
      • Cigarillos
    • Smoking Tobacco
      • RYO Tobacco
      • Pipe Tobacco
    • Smokeless Tobacco
      • Chewing Tobacco
        • Asian-Style Chewing Tobacco
        • US-Style Chewing Tobacco
        • Other Chewing Tobacco
      • Snuff
        • Moist Snuff
          • US-Style Moist Snuff ('Dip')
            • Loose US-Style Moist Snuff
            • Portion US-Style Moist Snuff
          • Swedish-Style Snus
            • Loose Swedish-Style Snus
            • Portion Swedish-Style Snus
          • Asian Style Creamy Snuff
        • Dry Snuff
        • Hard Snuff
    • Cigarettes Including RYO Stick Equivalent
      • RYO Cigarettes
    • Vapour Devices
      • Cig-a-likes
        • Disposable cig-a-likes
        • Rechargeable cig-a-likes (including nicotine cartridges)
      • Tank systems
        • Tank system charging and vapourising devices
        • E-liquids
      • Heat-not-burn devices

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Brand Ranking
  • Cigarettes by Blend
  • Cigarettes by Carbon Filter/Non-Carbon Filter
  • Cigarettes by Filtered/Unfiltered
  • Cigarettes by Length
  • Cigarettes by Pack Size
  • Cigarettes by Pack Type
  • Cigarettes by Price Band
  • Cigarettes by Slim/Superslim/Microslim/Regular
  • Cigarettes by Standard/Menthol/Capsule
  • Pricing
  • Products by Ingredient
  • Smoking population - number of adult smokers
  • Smoking prevalence - % of adult population
  • Taxation
  • Trade Statistics - Volume

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Illicit trade volume
  • Illicit trade volume % growth
  • Illicit trade volume per capita
  • Retail volume (sticks)
  • Retail volume (sticks) % growth
  • Retail volume (sticks) per capita
  • Retail plus illicit trade
  • Retail plus illicit trade % growth
  • Retail plus illicit trade per capita

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