Competitive Landscape
British American Tobacco Remains Dominant Despite Share Gains by Jti
Cigarettes in Romania remained highly concentrated in 2025, with the top three companies, British American Tobacco Romania SRL, JT International (Romania) SRL and Philip Morris Romania SRL, controlling the overwhelming majority of retail volume sales. British American Tobacco led with a 49% share, followed by JT International (Romania) at 31% and Philip Morris Romania at 11%.
Brand Strength and Operational Execution Remain Key Competitive Advantages
Changes in company shares primarily reflected competitive dynamics among established players rather than external disruption or transformational innovation. The gradual rise of JT International demonstrates that investment in brand strength, operational efficiency and responsiveness to consumer trends can generate measurable gains even in a mature and highly concentrated market.
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Overview:
Understand the latest market trends and future growth opportunities for the Cigarettes industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Cigarettes in Romania?
- How are products distributed in Cigarettes in Romania?
- Which category is the most heavily taxed in Romania?
- How is the operating environment for Cigarettes changing?
- What are the current legislative restrictions applicable to the sale of Cigarettes products in Romania?
- 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 Romania - Category analysis
Key Data Insights
Cigarettes Summary
Volume Decline Reflects Inflationary Pressure, Weakening Purchasing Power and Rising Illicit Trade
Alternative Nicotine Products Intensify Pressure on Cigarettes
Volume Decline Set to Continue as Affordability Pressures, Regulation and Changing Consumer Behaviour Weigh on Demand
Heated Tobacco Set to Accelerate Displacement of Cigarettes
Sustainability Set to Become a More Important Source of Differentiation
British American Tobacco Remains Dominant Despite Share Gains by Jti
Brand Strength and Operational Execution Remain Key Competitive Advantages
Small Local Grocers Maintain Leadership through Convenience and Accessibility
Retail E-Commerce Gains Importance as Digital Shopping Habits Evolve
Taxation Rates
Average Cigarette Pack Price Breakdown
Device Innovation, Digital Engagement and Sustainability Reshape Investment Priorities
Iqos Iluma I and Ploom Aura Raise the Bar for Device Innovation
Portfolio Diversification Strengthens Resilience in a Declining Category
Nicotine in Romania - Industry Overview
2025 Developments
Key Data Insights
Heated Tobacco Growth Offsets Continued Cigarette Decline
Cross-Format Switching Intensifies as Manufacturers Accelerate Heated Tobacco Investment
Illicit Trade Expands beyond Cigarettes into Next-Generation Products
Growth in Next-Generation Products Set to Outweigh Continued Cigarette Decline
Affordability Pressures Forecast to Sustain Illicit Trade
Regulatory Harmonisation Expected to Favour Larger Manufacturers
Philip Morris Continues to Close the Gap with Market Leaders
Increased Scrutiny Places Greater Emphasis on Compliance and Transparency
Small Grocery Retailers Remain Central to Nicotine Distribution
E-Commerce Growth Supports Greater Channel Diversification
Premium Positioning, Demographic Targeting and Regulatory Readiness Shape Innovation Priorities
Device Launches Raise the Competitive Bar in Heated Tobacco
Innovation Advantages Increasingly Depend on Compliance and Governance
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
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Cigarettes
-
- 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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