Smoking tobacco continued to dominate value sales of the entire category in 2017. Unlike cigars and cigarillos which are premium products, smoking tobacco is dominated by economy variants.
The highest growth in cigars, cigarillos and smoking tobacco at the end of the review period was recorded by cigarillos. The positioning of cigarillos in Bosnia-Herzegovina is a premium upgrade for regular cigarette smokers.
Cigars are at the top of the premium pillar in tobacco products. This also means that they only appeal to a very narrow consumer base, even more so considering their overall size and potential in Bosnia-Herzegovina.
The leading domestic manufacturer of smoking tobacco – Fabrika Duhana Sarajevo dd, now a subsidiary of British American Tobacco, dominates smoking tobacco in Bosnia-Herzegovina. The original strategy Fabrika Duhana Sarajevo used to build share in smoking tobacco was to leverage its popularity in cigarettes and strong relations with key retailers to attract consumers to smoking tobacco, which was at the start of the review period a significantly more affordable smoking alternative to cigarettes.
Cigars and cigarillos in Bosnia-Herzegovina remained dominated by international specialists in the format, led by European cigarillos manufacturers Manifatture Sigaro Toscano SpA, Arnold André Cigars GmbH & Co KG and The Burger Group. These cigarillos specialists, which tend to machine-manufacture their cigarillos, are better positioned to a mass consumer base, considering the affordability of their products relative to traditional cigars, which tend to be super premium handmade products imported from further abroad, a format limited to highly exclusive narrow consumer base in Bosnia-Herzegovina and not researched under this brief.
Smoking tobacco in Bosnia-Herzegovina is dominated by brands positioned at the low end of the pricing spectrum. The only considerable brand not positioned as economy in smoking tobacco is Imperial Tobacco’s Golden Virginia.
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