Imperial Brands Plc in Tobacco

April 2023

The results of Imperial Brands’ new strategy, aiming to consolidate its market share in its five largest combustible cigarette markets where the company has long-standing presence while gradually placing more resources on novel tobacco products to sustain growth in the long term, will determine Imperial Brands’ future performance in the tobacco industry.

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This report comes in PPT.


Euromonitor International's report on Imperial Brands Plc delivers a detailed strategic analysis of the company's business, examining its performance in the 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 SWPT 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 Tobacco research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Top companies at a glance
Imperial Brands focuses on top markets and innovation to grow
Imperial Brands’ global footprint
Leading cigarette markets experiencing declines
Imperial Brands revitalises its fine cut tobacco offer to grow in Europe
Heated tobacco extends beyond dynamic growth rates
E-vapour priorities gradually shifting towards European markets
War in Ukraine devastating Russian market
Latest product developments
Pandemic and nicotine use (1)
Pandemic and nicotine use (2)
High inflation threatens tobacco margins
Heated tobacco and nicotine pouches showing great potential
Middle East and Africa to mitigate declines in other cigarette regions
US market heavily impacted by stricter tobacco legislation
US: E-vapour developments threatened by stricter regulations
US market best positioned for heated tobacco development
UK: Structural volume sales decline accelerated by stricter legislation
UK: Novel tobacco products’ prospects boosted by public support
Germany: Market contraction worsened by inflationary pressures
Spain clearly benefits from the return of international tourism
High taxation on cigarettes boosts trading down in Australia
Middle East and Africa to maintain growth
Western and Eastern Europe remain top regions for Imperial Brands in heated tobacco
Closed vaping systems gains ground globally
Inflation pressures drive growth in fine cut tobacco
Rapid US expansion to fuel nicotine pouches growth but regulatory outlook unclear
Sustainability: Cigarette butt littering in the spotlight
Focus remains on priority cigarette markets
Asia Pacific and developed Western European markets remain well positioned
Diverse portfolio of international and local brands benefit positioning
Imperial Brands remains below the top three tobacco players
E-vapour sales increasingly concentrated on Western European markets
L arge investments to close the gap with larger players in heated tobacco
Western Europe and the US remain key regions for Imperial Brands
Cigarettes: Declines across regions except for Middle East and Africa
Cigars and cigarillos growth remains positive, yet flat
Smoking tobacco sales show resilience fuelled by trading down
Fast-growing European heated tobacco market targeted by Imperial Brands
E-vapour products’ expansion hindered by stricter regulations
Imperial Brands ventures outside nicotine to diversify its portfolio
Executive summary


Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.

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