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Cigarettes in Asia Pacific

December 2020

Asia Pacific is the largest cigarette market in volume sales, accounting for 65% of global cigarette consumption in 2018. While the sales are set to decline over the forecast period due to a combination of tightening legislative landscape and further price increases, new variants such as flavoured capsule cigarettes and slim/super slim formats promise great growth potential among younger adult smokers.

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Key findings

Cigarettes become less affordable

Asia Pacific continues to be the largest cigarette market globally accounting for 65% of global retail volume sales in 2019. However, increasing taxation, growing concerns around health, and shift to vaping have consistently driven slower performance each year. The negative economic impact of Coronavirus and further price increases may push lower-income smokers to trade down to economy bands or even shift to cheaper illicit trade.

China continues to lead the market while sales decline

Despite remaining the world’s largest cigarette market, cigarette consumption in China experienced a downward trend over the review period as it did in the rest of the world. With stricter regulations such as bans on smoking in public areas, cigarette volumes in China are unlikely to rebound.

New variants gain traction

Smokers in Asia Pacific moved towards relatively new products such as slimmer formats or cigarettes with flavour capsules. While sales of regular cigarettes are still dominant, the presence of new variants has gradually expanded responding to consumers’ increasing demand for more diversified smoking options.

Grocers and convenience stores remain popular channels

Independent small grocers and other grocery retailers have the strongest positions in the sale of cigarettes in Asia Pacific. Easy accessibility drives the traditional channel as the key distribution channel for cigarettes. Among modern channels, convenience stores have increased presence in developed markets.

Introduction

Scope
Key findings

Regional Overview

Coronavirus (COVID-19) prompts shift to illicit cigarettes (1)
Coronavirus (COVID-19) prompts shift to illicit cigarettes(2)
Asia Pacific remains the largest cigarette market globally
Cigarette consumption continues to decline
China: Cigarette volumes decrease while slim formats grow
Major markets see decline in volume sales of cigarettes
Economy band grows as cigarettes became less affordable
Slimmer formats see a positive performance
Packs of 20 decline across markets
Flavoured cigarettes enjoy wider product line-ups
Plain packaging and COVID-19 having an effect (1)
Plain packaging and COVID-19 having an effect ( 2 )
Growing consumer preference for slimmer formats (1)
Growing consumer preference for slimmer formats (2)
Presence of smaller packs rises (1)
Presence of smaller packs rises (2)
Flavoured cigarettes appeal well to those with refined tastes (1)
Flavoured cigarette appeals well to those with refined tastes (2)
Independent small grocers are most preferred (1)
Independent small grocers are most preferred (2)

Leading Companies and Brands

High degree of consolidation in Asia Pacific
Local manufacturers have a large presence
Marlboro remains the leading international brand

Forecast Projections

COVID-19 further hampers cigarette consumption in Asia Pacific (1)
COVID-19 further hampers cigarette consumption in Asia Pacific (2)

Country Snapshots

China: Market context
China: Competitive and retail landscape
Indonesia: Market context
Indonesia: Competitive and retail landscape
Japan: Market context
Japan: Competitive and retail landscape
India: Market context
India: Competitive and retail landscape
Philippines: Market context
Philippines: Competitive and retail landscape
South Korea: Market context
South Korea: Competitive and retail landscape
Vietnam: Market context
Vietnam: Competitive and retail landscape
Pakistan: Market context
Pakistan: Competitive and retail landscape
Thailand: Market context
Thailand: Competitive and retail landscape
Taiwan: Market context
Taiwan: Competitive and retail landscape
Kazakhstan: Market context
Kazakhstan : Competitive and retail landscape
Azerbaijan: Market context
Azerbaijan: Competitive and retail landscape
Malaysia: Market context
Malaysia: Competitive and retail landscape
Uzbekistan: Market context
Uzbekistan: Competitive and retail landscape
Hong Kong, China: Market context
Hong Kong, China: Competitive and retail landscape
Singapore: Market context
Singapore: Competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Overview
Competitors
Market overlap
Treemap
Overlap matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

Appendix: Via Pricing

About Via Pricing from Euromonitor International
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