Cigarettes posted negative performance both in value and volume in 2021, after the boost in demand in 2020 during the COVID-19 pandemic. During the time of COVID-19, smokers who were forced into home seclusion may have increased their cigarette consumption to cope with the related anxiety and stress.
Regarding new product developments and innovation, unlike conventional cigarettes, flavoured cigarettes and “double-click" formats are very popular. These products generally appeal to a younger audience and, in particular, female smokers.
The competitive landscape remains concentrated in cigarettes, with Philip Morris, British American Tobacco Switzerland and Japan Tobacco International accounting for the lion’s share of volume sales. Philip Morris had an immediate impact with the launch of its HEETS heated tobacco brand in 2015, and the brand continued to record strong growth over the rest of the review period.
Little growth potential remains in cigarettes on a per capita basis, as the category is highly mature. With the progressive return to normality in terms of freedom of movement, the cigarette industry will likely reconnect with the trends observed during the review period, which means a decline in traditional cigarettes consumption and a shift towards cheaper variants such as fine cut tobacco, or completely new alternatives.
Competition from the so-called “reduced-risk products” (RRPs), such as smokeless tobacco and e-devices for example, will strengthen over the forecast period. In recent years, e-cigarettes have become a very popular smoking cessation aid in Switzerland – such RRPs are seen as less harmful than cigarettes and are said to help people quit smoking for good.
Tobacco control associations in Switzerland are asking for further laws to limit the sales of cigarettes, for example by increasing the price of a packet of cigarettes – which is currently lower when compared to neighbouring countries. Associations argue that since young people are more price-sensitive than the rest of the population, increasing the price of cigarettes will limit the number of new smokers.
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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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