Despite campaigns and activities from the Vietnamese government to improve public awareness of the negative effects of smoking, cigarettes recorded stronger retail volume growth in 2018 than in 2017. This was because Vietnamese consumers were becoming used to the graphic health warnings on cigarette packets.
Local player Vietnam National Tobacco Corp (Vinataba) made a move from its established position in the economy segment into the mid-priced and premium segments, as Vietnamese consumers were increasingly willing to pay a higher price for cigarettes in exchange for higher quality. For example, the company focused on boosting sales of its Vinataba Premium brand in Ho Chi Minh and Hanoi.
Due to being categorised as products which are harmful to health, manufacturers of cigarettes are not allowed to advertise their products and brands through the media. However, advertising is allowed at points of sale.
The Vietnamese government largely controls the country’s tobacco industry through its ownership and management of Vietnam National Tobacco Corp (Vinataba). Vinataba continued to dominate cigarettes in retail volume terms in 2018.
In 2018, Vinataba saw a slight increase in its volume share in cigarettes, mainly at the expense of British American Tobacco. However, the rankings remained the same.
There is a lack of new product innovation in cigarettes in Vietnam. Due to strict government controls and complicated registration processes, it is not easy for players to launch new tobacco products in the market.
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This industry report originates from Passport, our Tobacco market research database.