Although holding a minority share of cigarillos, price fighter options continued to gain ground as more consumers chose economy options in an effort to save money. Manufacturers have recognised this price sensitivity among cigarillo smokers and are responding by introducing new products and innovations in price fighter cigarillos, which is expected to continue to lead to higher shares for economy formats over the forecast period.
There was a notable swing away from cigarettes towards fine cut tobacco over the review period, which continued in 2018, albeit at a slower pace than in the previous year, as heated tobacco continued to make inroads in the market. Fine cut tobacco won a number of more price-sensitive smokers over from cigarettes as it is perceived as better value for money as the consumer has greater control over the amount smoked.
Pipe tobacco recorded the steepest retail volume decline over the review period, and 2018 witnessed the weakest performance of the period. Pipe smoking is increasingly regarded as old fashioned and is limited to aficionados, mainly in the older demographics, with few new consumers among younger smokers of legal age.
Japan Tobacco International continued to lead fine cut tobacco in 2018 thanks to its strong brands such as Fleur du Pays No 1, Natural American Sprit and Winston, which are the three most popular in Switzerland. Although British American Tobacco Switzerland has a much smaller presence in the category, its Parisienne Chez Moi brand recorded good volume growth in 2018, as did Philip Morris’ Marlboro RYO.
Manufacturers focused on premiumisation in fine cut tobacco and cigarillos in 2018. Key new launches emphasised their lack of additives and natural flavour.
The competitive landscapes in cigars and cigarillos remained highly concentrated in 2018 with Burger Söhne extending its share in both categories thanks to its vast array of products. The company led cigarillos while ranking second in cigars after Villiger Söhne, which also increased its share of the declining cigars category in 2018 due to the popularity of its Villiger range.
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Discover the latest market trends and uncover sources of future market growth for the Cigars, Cigarillos and Smoking Tobacco industry in Switzerland with research from Euromonitor's team of in-country analysts.
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