The volume sales decline of 2% in 2015 was not as steep as that of cigarettes, for example. This indicates that although overall demand for cigars and cigarillos was down, it was a less sensitive category than others. There were also substantial differences within the category. Sales of flavoured cigarillos and cigars continued to decline the least as their image remained desirable and luxurious. Numerous launches in flavoured cigarillos prevented heavy drops in volume sales, while more old-fashioned cigarillos such as non filter/non flavoured cigarillos fell heavily (by 3%) in 2015.
Imperial Tobacco Finland Oy led sales of cigars and cigarillos in 2015 thanks to its strong cigarillo brands. It held a 42% volume share (up from 34% in 2011). This success was driven by its Al Capone brand, which was frequently launched in new flavours. The latest (2015) successful launch was the Al Capone Sweet Rum variant. Scandinavian Tobacco Group A/S ranked second with a 27% volume share – but this share was strongly down (from 37% in 2011) due to the player’s selection of more old-fashioned non filter/non flavoured cigarillos (Hofnar, Meester Henk, Sigge). The more innovative Café Crème brand by Scandinavian Tobacco was imported by Philip Morris Finland Oy, and therefore did not show in the former’s brand share data.
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