Imperial Brands in Tobacco

Company Profile

About This Report

Jul 2018

Imperial Brands is the fourth largest international tobacco company, and the leader in OTP. It is particularly vulnerable to the global cigarette volume decline as its sales focus on rapidly diminishing developed markets. Imperial’s growing focus on NGPs is a strategic strength; however, the lack of HNB products could be a major weakness in the future. Notably, Imperial is the only tobacco multinational that looks ready to enter the legal cannabis market should the opportunity arise.

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Imperial Brands in Tobacco

Euromonitor International's report on Imperial Brands Plc delivers a detailed strategic analysis of the company's business, examining its performance in the Smokeless Tobacco market and the global economy.

Company and market share data provide a detailed look at the financial position of Imperial Brands Plc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Imperial Brands Plc.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Imperial Brands Plc provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Smokeless Tobacco research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key company facts
Key company facts: cigarette volume sales
Imperial Brands: five corporate brands, one priority
Imperial Brands: financial performance half year (HY) 2017-2018
Performance analysis HY2017-2018: volume declines
Performance analysis HY2017-2018: emphasis on growth brands
SWOT: Imperial Brands
Growth and returns markets compared (HY2017-2018 results)
US market: disposal of OTP business and shifting focus to NGPs
Key strategy: focus on blu in e-vapour
Future plans in vapour products
Key strategy: portfolio simplification
Imperial outlook

Competitive Positioning

Imperial Brands versus the global cigarettes market
Imperial Brands in context: global companies 2017
Big four companies compared: sales and profits
Big four companies compared: margins and volumes
Cigarettes: regional share comparisons in 2017
Cigarettes: Imperial’s rank in top countries
Cigars: regional share comparisons 2017
Fine cut tobacco: regional share comparisons 2017
Smoking tobacco, cigars and cigarillos: Imperial in top countries
M&A activity: international expansion
M&A activity: NGPs and cannabis
Divestments are firmly on the horizon


Imperial Brands’ wholly-owned cigarette factories 2017
Recent factory closures and integrations
Imperial Brands: joint ventures

Market Assessment

Regional positioning and growth prospects: cigarettes
Imperial Brands category comparisons
Imperial Brands’ focus on profitable and affordable markets

Geographic and Category Opportunities

Imperial Brands: positioning in world’s major markets
Category growth comparisons into the future
Imperial Brands in cigars: global market leader by value
Imperial Brands in fine cut tobacco: analysis by country
Imperial Brands in snus : foothold globally – strategic issues ahead
Skruf drives good performance but Imperial’s attention is elsewhere
Global tobacco opportunities: state and private companies
Expansion wish list: private companies
Expansion possibilities for Imperial via privatisations
Future prospects: cannabis – a monumental disruptor
Future prospects: cannabis – sizing the opportunity

Brand Strategy

Imperial’s international brands grow from a low base
Performance of growth and specialist brands
Imperial: selected leading cigarette brands by price band 2017
Imperial: selected cigarette brands by country ranking 2017
Imperial growth brands: analysis
Imperial specialist brands: analysis
Market repeatable model: driving brand activity and innovation
Product innovations responding to global demand shifts