Cigarettes sales were already suffering because of consecutive tax increases – in January and April 2021, then January 2022 – which mainly affected the low-cost segments, followed by the recent increase in January 2023, which affected all price segments. The state is committed to applying increases each year until 2026 and a major reorganisation of consumption tax, with the ultimate aim of reducing the price gap between premium and low-priced brands.
Illicit trade has seen fluctuations over the past two years, with sales diminishing considerably in 2020 due to the closure and control of borders during the pandemic, and then sales picked up substantially from 2021 with the reopening of borders to represent 3% of total tobacco sales in 2022. This explains that despite the government efforts, illicit tobacco sales will boom over the forecast period, with this likely to pull further sales away from retail cigarettes.
The expansion of less harmful tobacco products, such as e-vapour products and heated tobacco, will also place pressure on demand for retail cigarettes. While e-vapour products are becoming increasingly visible in stores, the entry of Iqos heated tobacco in November 2021 will also prompt many consumers to switch to these alternative categories.
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Understand the latest market trends and future growth opportunities for the Cigarettes industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Cigarettes research and analysis database.
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