Competitive Landscape
Djarum Surpasses Gudang Garam Tbk Pt as Innovation Shifts Market Shares
Cigarettes in Indonesia remains moderately concentrated, with the leading companies holding a significant proportion of retail volume in 2025. HM Sampoerna Tbk PT continues as the leading company, holding a share of 29%, while Djarum PT has increased its share to 22%, overtaking Gudang Garam Tbk PT, which holds 16%.
Djarum Launches Djarum 76 to Capture Low- and Middle-Income Consumers
Changes in company shares are primarily driven by product and pricing innovation among the top players. Djarum's share gain is a direct result of its strategic focus on innovating within its product portfolio, particularly through expanding hand-rolled kretek offerings and launching products such as the Djarum 76 royal variant.
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Overview:
Understand the latest market trends and future growth opportunities for the Cigarettes industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cigarettes industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cigarettes in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cigarettes in Indonesia?
- Which are the leading brands in Cigarettes in Indonesia?
- How are products distributed in Cigarettes in Indonesia?
- Which category is the most heavily taxed in Indonesia?
- How is the operating environment for Cigarettes changing?
- What are the current legislative restrictions applicable to the sale of Cigarettes products in Indonesia?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Cigarettes in Indonesia - Category analysis
Key Data Insights
Cigarettes Summary
Djarum and Sampoerna Drive Down Prices to Capture Demand
Hand-Rolled Kretek Emerges as Leading Product Type
Manufacturers Adapt to Consumer Demand for Affordability
Hand-Rolled Kretek Manufacturers Anticipated to Expand as Price Pressures Persist
Tax Policy Stabilisation Expected to Alter Pricing and Demand Dynamics
Djarum Surpasses Gudang Garam Tbk Pt as Innovation Shifts Market Shares
Djarum Launches Djarum 76 to Capture Low- and Middle-Income Consumers
Small Local Grocers Drive Widespread Cigarette Distribution and Accessibility
Regulatory Measures Restrict E-Commerce Share Gains for Cigarettes
Taxation Rates
Sampoerna and Djarum Leverage Tax Strategies to Boost Affordable Options
Product Innovation Accelerates as Smoking Habits and Preferences Evolve
Nicotine in Indonesia - Industry Overview
2025 Developments
Key Data Insights
Affordability Constraints Reshape Nicotine in Indonesia as Buyers Transition to Value-For-Money Alternatives
Demand for Better Value and Sensory Experience Fuels the Rise of Open Vaping Systems and Heated Tobacco
Young Indonesian Adults of Legal Smoking Age Elevate Cigars as Symbols of Status and Luxury
Cigarette Smokers Anticipated to Shift to Kretek as Affordability Shapes Demand
Heated Tobacco Expected to Surge as Younger Adults of Legal Smoking Age Seek Alternatives
Excise Hikes and Lifestyle Trends Projected to Reshape Product Innovation and Pricing
Foom Lab Global Pt Leverages Influencer Marketing as Djarum Pivots to Premium Hand-Rolled Kretek
Indomaret Drives Product Visibility as Specialist Stores Retain Premium Focus
Indomaret and Hm Sampoerna Partnership Boosts Heated Tobacco Uptake
Tokopedia Secures Exclusive Iqos Partnership Amid Strict E-Commerce Controls
Djarum 76 Apple Drives Competitive Differentiation
Relx Exemplifies Innovation in E-Vapour Products
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Flavoured Tobacco Product Ban
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Cigarettes
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- Fine Cut Cigarettes
Cigarettes
RETAIL SALES OF DUTY PAID CIGARETTES The definition of cigarettes for the purposes of this study is duty-paid, machine manufactured white-stick products. This does not exclude brands of cigarettes that do not use white paper but it is designed to exclude the volume of non-machine manufactured products such as bidis/beedis (India) and papirosy (Russia), and other smoking products made with tobacco but that either do not resemble cigarettes as recognised in the US or Europe, or those that are not machine manufactured. The exclusion of these products is intended to give a more accurate picture of the "true" market for cigarettes and cigars which has been distorted in official statistics and published reports because of the inclusion of hybrid products. NB Please note that due to its central importance and integration into the industry mainstream, Indonesia’s market data does include hand-rolled kreteks DUTY-FREE sales are excluded from retail sales, as are herbal cigarettes. ILLICIT TRADE CIGARETTES Not included in retail sales, but split out separately in volume terms only. Defined as non-duty paid cigarettes (includes smuggled & counterfeit/fake products combined). Legitimate cross-border sales are considered duty-paid. Sales arising from a foreign national purchasing cheaper cigarettes in bulk in a neighbouring country for personal use and exported back are attributed to the country where the purchase is made (e.g. bulk cigarette sales by British nationals in France are attributed to France).
See all of our definitionsWhy 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 report originates from Passport, our Cigarettes research and analysis database.
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