Retail volume sales of cigarettes decreased at a faster rate in 2018, compared with 2017, although still slower than the review period CAGR. This performance was informed by growing health awareness, price increases and a fall in smoking prevalence.
Smoking prevalence remains a key structural factor dampening demand. Slow population growth and rising health awareness informed the decrease in the total number of smokers of cigarettes in the Netherlands over the past decade.
There is a key discrepancy in smoking prevalence between highly and less educated consumers. Few consumers with tertiary education smoke, although smoking prevalence among consumers with lower levels of education is relatively stable.
Leading multinationals have consolidated their positions in cigarettes in the Netherlands. The severe restrictions on advertising, which are set to harden with the impending ban on in-store product displays, make it difficult for consumers to look beyond familiar brands.
Philip Morris Holland remained the key player in cigarettes in retail volume share terms in 2018. The company operates a dual strategy for its leading Marlboro and L&M brands.
British American Tobacco Netherlands remained the closest challenger in 2018. The second-ranked player offers a broad portfolio that includes widely available brands: Kent, Pall Mall and Lucky Strike.
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This industry report originates from Passport, our Tobacco market research database.