The unit prices of virtually all cigarettes brands increased in 2021. This was not caused by the COVID-19 crisis, but was, rather, a result of the pre-planned tax increases that took place in January and June.
The ongoing effects of the COVID-19 crisis led to a continued lack of new product development activity in cigarettes in 2021. The only major new launch came from the Ome brand, which introduced two new varieties: Ome Green and Ome White.
Philip Morris remained the largest player in cigarettes in 2021, albeit with a slightly reduced volume share. British American Tobacco, the second ranked company, closed the gap on the leader during the COVID-19 crisis.
The forecast period is set to see a continuation of the gradual decline in smoking prevalence in the Serbian market. Smoking prevalence remained very high as of 2021, leaving plenty of room for contraction.
Slim and superslim cigarettes are expected to account for a growing share of cigarettes sales over the forecast period, but the increase is set to be slight. The development of this segment will be constrained by the fact that the young, and predominantly female, consumers who are more prone to switch to slim and superslim cigarettes are also more inclined to migrate towards e-vapour products and heated tobacco products, which have a reputation for being less harmful than cigarettes.
Cigarettes manufacturers are likely to be more active in terms of new product launches over the forecast period, since they were reluctant to invest in these activities during the COVID-19 crisis. Nevertheless, players will remain limited in terms of marketing options, as many traditional advertising channels are not permitted for use in marketing tobacco products.
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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 Definitions
This report originates from Passport, our Cigarettes research and analysis database.
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