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Country Report

Smokeless Tobacco and Vapour Products in

Smokeless Tobacco and Vapour Products in the Netherlands

Aug 2018

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Slower volume decline due to better economy and tax hike ease

Retail volume sales of cigarettes continued to decrease in 2017, albeit at a slower rate than the review period CAGR. The slowdown was due to the continuing improvement of the wider Dutch economy and a temporary easing of annual excise tax hikes by the government.

Smoking prevalence decline slows as lesser educated keep smoking

The downward trend in smoking prevalence was the single most important structural factor negatively affecting demand over the review period. Given low population growth, this has resulted in a decline in the total number of smokers in the Netherlands over the past decade.

Fewer sales through forecourt retailers and tobacco specialists

Retail volume sales of cigarettes are increasingly concentrated in supermarkets and related modern grocery formats. Traditional formats, such as forecourt retailers and tobacco specialists, by contrast, have been falling out of favour with Dutch consumers.

COMPETITIVE LANDSCAPE

Further consolidation among leading international brands

The increasingly restrictive retail environment for tobacco products, especially the ban on advertising, has seen leading international brands Marlboro, Camel, L&M, Pall Mall and Lucky Strike claim a growing share of retail volume sales during the review period. Since it has become difficult to target customers as yet not firmly attached to a brand or persuade loyal existing customers to switch, brand loyalty and competitive pricing have become increasingly decisive factors.

Philip Morris remains ahead due to the popularity of Marlboro

Philip Morris Holland remained the leading player in 2017 due to the popularity of its Marlboro brand, which has become the single most valuable grocery brand in the Netherlands. Retail volume sales of Marlboro were supported by the demand for the Marlboro Gold and Marlboro Fuse Beyond.

Few domestic manufacturers remain

Heupink & Bloemen Tabak, which specialises in cigarillos and fine cut tobacco, remained one of the few domestic manufacturers still present in cigarettes in 2017. Besides genuine company brands like Black Devil, the domestic enterprise holds the licence for several brands, which it manufactures for exclusive distribution in the country’s leading grocery chains.

PROSPECTS

Return to value decline due to weaker sales of fine cut tobacco

Retail current value sales of cigars, cigarillos and smoking tobacco saw a decline in 2017, after a slight rebound in 2016. The main cause was struggling sales of smoking tobacco, where the demand for fine cut tobacco, a popular substitute for cigarettes with cash-strapped consumers, particularly young adults, softened as the economy and consumer confidence improved.

Fine cut tobacco still exceptionally popular with Dutch smokers

Fine cut tobacco retained a very strong position in tobacco, with per capita consumption in the Netherlands still amongst the highest globally. While roll-your-own (RYO) tobacco dominates, make-your-own (MYO) tobacco has become more popular, accounting for around one quarter of retail volume sales in 2016.

Younger adults gravitate towards cigarillos

Cigars is expected to continue to see a decline in retail volume and value (at constant 2017 prices) sales over the forecast period. Cigars and cigarillos are equally affected by restrictive legislation and increasingly negative public opinion.

COMPETITIVE LANDSCAPE

Domestic manufacturers lead cigars and cigarillos

Given a strong historic preference for cigarillos over cigars in the Netherlands, the demand for cigarillos remains relatively high and the local manufacturers lead the category. In 2017, the top two manufacturers were Royal Agio Cigars and Ritmeester Cigars.

New product launches surface as the demand for premium cigars grows

Testifying to the rising demand for premium cigars is the growing availability of Cuban cigars by Habanos in tobacco specialists in the Netherlands. Moreover, Jas Sum Kral cigars were successfully launched in the market towards the end of the review period.

Imperial Tobacco Netherlands tops fine cut tobacco

Imperial Tobacco Netherlands remained the undisputed leader in fine cut tobacco in 2017, mainly due to its ownership of several historic Dutch brands. Drum, Van Nelle and Brandaris have a long-standing presence in the Netherlands and they enjoy strong brand recognition among local consumers.

PROSPECTS

Launch of first heated tobacco device revitalises sales

Only vapour products recorded significant retail value sales and growth in 2017. This trend is expected to continue over the forecast period, due to the launch of the first heated tobacco device in the first half of 2017, and the potential launch of non cig-a-like closed systems.

Growth in vaping prevalence slows down

While the use of vapour products continues to grow and is likely to become more frequent still over the forecast period, the rate of adoption has slowed down considerably. Compared with some Western European countries, vapour products remained marginal in the Netherlands.

Affluent young consumers to drive demand for high-quality vaping devices

With 18-24-year-olds set to become a less important consumer group for vapour products, the attention of manufacturers is likely to shift towards older, more affluent young adults. Since these consumers enjoy higher disposable incomes, they are willing to spend more on high-quality devices and accessories.

COMPETITIVE LANDSCAPE

Incipient consolidation of brands as vapour products matures

Overall, vapour products remained highly fragmented, although there were signs of incipient consolidation as the category gradually matured. There is still a large variety of small independent specialist outlets (brick-and-mortar and pure online retailers) that sell exclusively vapour products.

Shenzhen Joye Technology leads the way

Shenzhen Joye Technology remained the frontrunner in 2017, primarily owing to its strong position in open vaping systems, where it continued to lead sales of devices and e-liquids. Overall, it is one of the few players that can boast a strong presence in both open and closed vaping systems.

Philip Morris launches first heated tobacco device in the Netherlands

Philip Morris Holland was responsible for the biggest change in vapour products in the Netherlands in 2017, with the March launch of Iqos. Widely marketed as containing 90% less nicotine than ordinary cigarettes, this is the first heated tobacco device available in the Netherlands.

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Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Smokeless Tobacco and Vapour Products industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Smokeless Tobacco and Vapour Products in Netherlands market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Smokeless Tobacco and Vapour Products in Netherlands?
What are the major brands in Netherlands?
What are the traditional types of Smokeless Tobacco and Vapour Products are available in Netherlands?
What is the product awareness of Smokeless Tobacco and Vapour Products in Netherlands?
What innovations are present in Smokeless Tobacco and Vapour Products in Netherlands?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport:

Tobacco market research database

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Smokeless Tobacco and Vapour Products in the Netherlands - Category analysis

EXECUTIVE SUMMARY

Modest value sales decline in tobacco despite improving economy

Supermarkets experiment with voluntary restrictions as display ban looms

Large multinational manufacturers continue to dominate sales in cigarettes

Supermarkets leads cigarettes while chains make gains in vapour products

Tobacco value sales set to remain negative over the forecast period

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Advertising through media (television, radio, billboards, consumer press, trade press, cinema, etc)
Advertising through retail point-of-sale
Sponsorship of sporting/music events

Point-of-sale display bans

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2012-2017

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2012-2017
Table 3 Sales of Tobacco by Category: Value 2012-2017
Table 4 Sales of Tobacco by Category: % Volume Growth 2012-2017
Table 5 Sales of Tobacco by Category: % Value Growth 2012-2017
Table 6 Forecast Sales of Tobacco by Category: Volume 2017-2022
Table 7 Forecast Sales of Tobacco by Category: Value 2017-2022
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2017-2022
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2017-2022

SOURCES

Summary 2 Research Sources

HEADLINES

PROSPECTS

Slower volume decline due to better economy and tax hike ease

Smoking prevalence decline slows as lesser educated keep smoking

Fewer sales through forecourt retailers and tobacco specialists

COMPETITIVE LANDSCAPE

Further consolidation among leading international brands

Philip Morris remains ahead due to the popularity of Marlboro

Few domestic manufacturers remain

TAXATION AND PRICING

Taxation rates

Table 10 Taxation and Duty Levies 2012-2017

Average cigarette pack price breakdown

Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 11 Sales of Cigarettes: Volume 2012-2017
Table 12 Sales of Cigarettes by Category: Value 2012-2017
Table 13 Sales of Cigarettes: % Volume Growth 2012-2017
Table 14 Sales of Cigarettes by Category: % Value Growth 2012-2017
Table 15 Sales of Cigarettes by Tar Level: % Volume Breakdown 2012-2017
Table 16 Sales of Cigarettes by Price Band: % Volume Breakdown 2012-2017
Table 17 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2012-2017
Table 18 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2012-2017
Table 19 Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2012-2017
Table 20 Sales of Cigarettes by Length: % Volume 2012-2017
Table 21 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2012-2017
Table 22 Sales of Cigarettes by Pack Size: % Volume 2012-2017
Table 23 NBO Company Shares of Cigarettes: % Volume 2013-2017
Table 24 LBN Brand Shares of Cigarettes: % Volume 2014-2017
Table 25 Sales of Cigarettes by Distribution Format: % Volume 2012-2017
Table 26 Production, Imports and Exports of Cigarettes: Total Volume 2012-2017
Table 27 Illicit Trade Estimate of Cigarettes: Volume 2012-2017
Table 28 Forecast Sales of Cigarettes: Volume 2017-2022
Table 29 Forecast Sales of Cigarettes by Category: Value 2017-2022
Table 30 Forecast Sales of Cigarettes: % Volume Growth 2017-2022
Table 31 Forecast Sales of Cigarettes by Category: % Value Growth 2017-2022
Table 32 Forecast Sales of Cigarettes by Tar Level: % Volume 2017-2022
Table 33 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2017-2022
Table 34 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2017-2022
Table 35 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2017-2022
Table 36 Forecast Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2017-2022
Table 37 Forecast Sales of Cigarettes by Length: % Volume 2017-2022
Table 38 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2017-2022
Table 39 Forecast Sales of Cigarettes by Pack Size: % Volume 2017-2022

HEADLINES

PROSPECTS

Return to value decline due to weaker sales of fine cut tobacco

Fine cut tobacco still exceptionally popular with Dutch smokers

Younger adults gravitate towards cigarillos

COMPETITIVE LANDSCAPE

Domestic manufacturers lead cigars and cigarillos

New product launches surface as the demand for premium cigars grows

Imperial Tobacco Netherlands tops fine cut tobacco

CATEGORY DATA

Table 40 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2012-2017
Table 41 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2012-2017
Table 42 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2012-2017
Table 43 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2012-2017
Table 44 Sales of Cigars by Size: % Volume 2012-2017
Table 45 NBO Company Shares of Cigars and Cigarillos: % Volume 2013-2017
Table 46 LBN Brand Shares of Cigars and Cigarillos: % Volume 2014-2017
Table 47 NBO Company Shares of Cigars: % Volume 2013-2017
Table 48 LBN Brand Shares of Cigars: % Volume 2014-2017
Table 49 NBO Company Shares of Cigarillos: % Volume 2013-2017
Table 50 LBN Brand Shares of Cigarillos: % Volume 2014-2017
Table 51 NBO Company Shares of Smoking Tobacco: % Volume 2013-2017
Table 52 LBN Brand Shares of Smoking Tobacco: % Volume 2014-2017
Table 53 NBO Company Shares of Pipe Tobacco: % Volume 2013-2017
Table 54 LBN Brand Shares of Pipe Tobacco: % Volume 2014-2017
Table 55 NBO Company Shares of Fine Cut Tobacco: % Volume 2013-2017
Table 56 LBN Brand Shares of Fine Cut Tobacco: % Volume 2014-2017
Table 57 Distribution of Cigars and Cigarillos by Format: % Volume 2012-2017
Table 58 Distribution of Smoking Tobacco by Format: % Volume 2012-2017
Table 59 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2017-2022
Table 60 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2017-2022
Table 61 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2017-2022
Table 62 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2017-2022

HEADLINES

PROSPECTS

Launch of first heated tobacco device revitalises sales

Growth in vaping prevalence slows down

Affluent young consumers to drive demand for high-quality vaping devices

COMPETITIVE LANDSCAPE

Incipient consolidation of brands as vapour products matures

Shenzhen Joye Technology leads the way

Philip Morris launches first heated tobacco device in the Netherlands

CATEGORY DATA

Table 63 Sales of Smokeless Tobacco and Vapour Products by Category: Value 2012-2017
Table 64 Sales of Smokeless Tobacco and Vapour Products by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of Vapour Products: % Value 2013-2017
Table 66 LBN Brand Shares of Vapour Products: % Value 2014-2017
Table 67 Distribution of Vapour Products by Format: % Value 2012-2017
Table 68 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: Value 2017-2022
Table 69 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: % Value Growth 2017-2022

Tobacco in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Modest value sales decline in tobacco despite improving economy

Supermarkets experiment with voluntary restrictions as display ban looms

Large multinational manufacturers continue to dominate sales in cigarettes

Supermarkets leads cigarettes while chains make gains in vapour products

Tobacco value sales set to remain negative over the forecast period

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 4 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 70 Number of Adult Smokers by Gender 2012-2017

MARKET DATA

Table 71 Sales of Tobacco by Category: Volume 2012-2017
Table 72 Sales of Tobacco by Category: Value 2012-2017
Table 73 Sales of Tobacco by Category: % Volume Growth 2012-2017
Table 74 Sales of Tobacco by Category: % Value Growth 2012-2017
Table 75 Forecast Sales of Tobacco by Category: Volume 2017-2022
Table 76 Forecast Sales of Tobacco by Category: Value 2017-2022
Table 77 Forecast Sales of Tobacco by Category: % Volume Growth 2017-2022
Table 78 Forecast Sales of Tobacco by Category: % Value Growth 2017-2022

Megatrends

Country Report

Smokeless Tobacco and Vapour Products in the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Slower volume decline due to better economy and tax hike ease

Smoking prevalence decline slows as lesser educated keep smoking

Fewer sales through forecourt retailers and tobacco specialists

COMPETITIVE LANDSCAPE

Further consolidation among leading international brands

Philip Morris remains ahead due to the popularity of Marlboro

Few domestic manufacturers remain

PROSPECTS

Return to value decline due to weaker sales of fine cut tobacco

Fine cut tobacco still exceptionally popular with Dutch smokers

Younger adults gravitate towards cigarillos

COMPETITIVE LANDSCAPE

Domestic manufacturers lead cigars and cigarillos

New product launches surface as the demand for premium cigars grows

Imperial Tobacco Netherlands tops fine cut tobacco

PROSPECTS

Launch of first heated tobacco device revitalises sales

Growth in vaping prevalence slows down

Affluent young consumers to drive demand for high-quality vaping devices

COMPETITIVE LANDSCAPE

Incipient consolidation of brands as vapour products matures

Shenzhen Joye Technology leads the way

Philip Morris launches first heated tobacco device in the Netherlands

Overview

Why buy this report?

Samples

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Overview

Why buy this report?

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Table of Contents

Smokeless Tobacco and Vapour Products in the Netherlands - Category analysis

EXECUTIVE SUMMARY

Modest value sales decline in tobacco despite improving economy

Supermarkets experiment with voluntary restrictions as display ban looms

Large multinational manufacturers continue to dominate sales in cigarettes

Supermarkets leads cigarettes while chains make gains in vapour products

Tobacco value sales set to remain negative over the forecast period

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

HEADLINES

PROSPECTS

Slower volume decline due to better economy and tax hike ease

Smoking prevalence decline slows as lesser educated keep smoking

Fewer sales through forecourt retailers and tobacco specialists

COMPETITIVE LANDSCAPE

Further consolidation among leading international brands

Philip Morris remains ahead due to the popularity of Marlboro

Few domestic manufacturers remain

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

HEADLINES

PROSPECTS

Return to value decline due to weaker sales of fine cut tobacco

Fine cut tobacco still exceptionally popular with Dutch smokers

Younger adults gravitate towards cigarillos

COMPETITIVE LANDSCAPE