Executive Summary

Jul 2019
PROSPECTS
Continued growth as graphic health warnings lose effect

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.

Vinataba expands into different price segments

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.

Weak law enforcement leads to more impressive point-of-sale displays

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.

COMPETITIVE LANDSCAPE
Vinataba maintains its lead due to government control

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.

International players struggle due to the strength of Vinataba

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.

Inability to advertise and brand loyalty make new launches difficult

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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Cigarettes in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cigarettes industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cigarettes industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cigarettes in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports, and exports of finished cigarettes
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cigarettes in Vietnam?
  • What are the major brands in Vietnam?
  • What is the legislative environment like in Vietnam?
  • What are the rates of cigarette taxation in Vietnam?
  • Do premium, mid-price or economy cigarettes dominate in Vietnam?
  • What is the rate of illicit trade in Vietnam?
  • How many smokers are there in the country?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tobacco market research database.

Cigarettes in Vietnam - Category analysis

HEADLINES

PROSPECTS

Continued growth as graphic health warnings lose effect
Vinataba expands into different price segments
Weak law enforcement leads to more impressive point-of-sale displays

COMPETITIVE LANDSCAPE

Vinataba maintains its lead due to government control
International players struggle due to the strength of Vinataba
Inability to advertise and brand loyalty make new launches difficult

TAXATION AND PRICING

Taxation rates
Summary 1 Taxation and Duty Levies 2013-2018
Average cigarette pack price breakdown
Summary 2 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 1 Sales of Cigarettes: Volume 2013-2018
Table 2 Sales of Cigarettes by Category: Value 2013-2018
Table 3 Sales of Cigarettes: % Volume Growth 2013-2018
Table 4 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 5 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 6 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 7 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 8 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 9 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 10 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 11 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 12 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 13 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 14 Forecast Sales of Cigarettes: Volume 2018-2023
Table 15 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 16 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 17 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 19 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 20 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 21 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 22 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Tobacco in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Growth for tobacco, as graphic health warnings lose efficacy
Smokers use e-vapour products to quit smoking cigarettes
Vinataba maintains its lead in cigarettes due to government support
Street vendors still dominate despite not meeting government requirements
Continued growth for all tobacco categories, especially heated tobacco

OPERATING ENVIRONMENT

Legislation
Legislative overview
Summary 3 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Advertising through media (television, radio, billboards, consumer press, trade press, cinema, etc)
Advertising through retail points of sale
Sponsorship of sporting/music events
Distribution of tobacco-branded gifts (e.g. cigarette-branded lighters, pens, etc)
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) cigarette regulation
Flavoured tobacco product ban
“Reduced harm”
Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 23 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 24 Sales of Tobacco by Category: Volume 2013-2018
Table 25 Sales of Tobacco by Category: Value 2013-2018
Table 26 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 27 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 28 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 29 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 30 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 31 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 4 Research Sources