Retail volume sales of cigarettes continued to decline in 2018, following on from the performance recorded in 2017 due to several increases in excise taxes, which continued to have a marginally negative impact on demand. This was in addition to the declining smoking prevalence amongst the adult population, with increasing health awareness amongst Slovenians.
Changes to tobacco legislation in 2017 were fully implemented in March 2018, impacting advertising, promotion and the display of tobacco products in Slovenia. This had a notable impact on some producers of cigarettes as they were unable to effectively market their products, especially of new brands.
The increasing popularity of e-vapour products and the entrance of heated tobacco products at the end of the review period, are having an influence on consumers’ smoking habits. Although some consumers choose to smoke both cigarettes and e-vapour products, a greater number are switching directly from cigarettes towards these alternative methods due to the perception that they offer reduced harm attributes.
With a number of negative influences affecting cigarettes in 2018, including the implementation of the display ban at the point of sale, producers’ marketing efforts were restricted, leading to some loss of share and sales for some. Pricing and basic packaging design changes therefore remained the only strong competitive advantages open to players.
Third-ranked Arc Kranj, the official distributor of Japan Tobacco’s brands in Slovenia, continued to record the most impressive performance in volume sales terms in 2018, due to the performances of brands Winston, Camel and Glamour. Camel experienced some minor changes to its packaging at the end of the review period in an attempt to attract consumers through differentiation.
Second-ranked Philip Morris continue to gain retail volume share in 2018 from leading player Tobacna Ljubljana in addition to smaller players. Considering the performance of cigarettes as a whole, Philip Morris only recorded a marginal decline in actual volume sales, as Marlboro retained its position as the overall leading brand of the category.
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This industry report originates from Passport, our Tobacco market research database.