While poverty remains widespread in Pakistan, economic growth during the review period is supporting an increase in the country's mid- to high-income groups. Indeed, the country's economic growth primarily benefited these consumers, with income disparity continuing to widen in the country. Many of these more affluent consumers are meanwhile highly aspirational, while cigars benefit from a premium and upmarket image. Consequently, this group is driving ongoing retail volume growth for cigars, which saw 4% increase in 2015 in line with the review period CAGR.
Cigars is dominated by Imperial Tobacco, which accounted for over 67% retail volume share in 2015. This is thanks to the strength of the company's Phillies brand. This brand meanwhile gained an impressive two percentage points in retail volume share in 2015 over the previous year. This was partly thanks to offering more affordable pricing in comparison to the Cuban cigars offered by its main competitor SS Alliance, with Phillies thus appealing to the growing number of aspirational mid-income cigar smokers. In addition, Phillies benefited from expanding distribution in the year, with this being the main factor shaping sales trends in cigars.
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This report originates from Passport, our Cigars and Cigarillos research and analysis database.
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