Smokeless Tobacco and Vapour Products in

Country Report

Executive Summary

Jul 2019
PROSPECTS
Heated tobacco continues to recruit new consumers

Although Romania joined the European Union in 2007, there remain areas where the country is struggling to align with its requirements. With regard to tobacco legislation, the law banning smoking in enclosed public places was only adopted in 2016, and was very controversial.

E-vapour products posts a decline in value sales for the first time

2018 witnessed a sudden change in fortunes for e-vapour products in Romania, with the category recording a decline in current value sales for the first time since its entry into the country. Although a small category, over the review period e-vapour products benefited from offering consumers an increasing range of open vaping devices and e-liquids, while also being viewed as a healthier alternative to cigarettes or an aid to help quit smoking.

Possible legislation ahead for heated tobacco products

The advertising of heated tobacco products was not regulated in any way in 2018. However, banners exhibited in areas of high traffic, such as subway stations in the capital city, aroused a reaction from the authorities.

COMPETITIVE LANDSCAPE
Philip Morris remains in control of heated tobacco but could face challenges over the forecast period

Having pioneered heated tobacco and introduced it to Romania in 2017, Philip Morris continued to benefit hugely from the first mover advantage in 2018, with its Iqos tobacco heating device and HEETS heated tobacco sticks overwhelmingly dominating sales in their respective categories. Indeed, Philip Morris views heated tobacco as the future of the tobacco industry and so is heavily focusing on this category to drive its future growth.

British American Tobacco ventures into heated tobacco following its foray into other next generation products

With regard to next generation products, unlike Philip Morris, British American Tobacco, the clear leader in cigarettes, chose to enter e-vapour products via the launch of Glo iFuse, a hybrid electronic device which fuses tobacco heating and vaping technology. The company’s aim was for Glo iFuse to compete within e-vapour products as it was sold together with Kent Neopod capsules.

Ritchy Group strengthens its lead in the fragmented e-vapour products category

E-vapour products in 2018 continued to be completely dominated by open vaping systems, a category which is susceptible to strong fragmentation due to the rapid ongoing development of new devices and e-liquids. Nevertheless, the category continued to be led by Ritchy Group thanks to its strength in e-liquids via its Liqua brand.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Romania

Samples

FAQs about samples

Delivery

Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Romania 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 Romania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Smokeless Tobacco and Vapour Products in Romania 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 Romania?
  • What are the major brands in Romania?
  • What are the traditional types of Smokeless Tobacco and Vapour Products are available in Romania?
  • What is the product awareness of Smokeless Tobacco and Vapour Products in Romania?
  • What innovations are present in Smokeless Tobacco and Vapour Products in Romania?
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

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Romania - Category analysis

HEADLINES

PROSPECTS

Heated tobacco continues to recruit new consumers
E-vapour products posts a decline in value sales for the first time
Possible legislation ahead for heated tobacco products

COMPETITIVE LANDSCAPE

Philip Morris remains in control of heated tobacco but could face challenges over the forecast period
British American Tobacco ventures into heated tobacco following its foray into other next generation products
Ritchy Group strengthens its lead in the fragmented e-vapour products category

CATEGORY INDICATORS

Table 1 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 2 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 3 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 4 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 5 Sales of Tobacco Heating Devices: Value 2013-2018
Table 6 Sales of Heated Tobacco: Volume 2013-2018
Table 7 Sales of Heated Tobacco: Value 2013-2018
Table 8 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 9 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 10 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 11 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 12 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 13 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 14 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 15 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 16 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 17 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 18 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 19 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 21 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 22 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 23 Forecast Sales of Heated Tobacco: Value 2018-2023

Tobacco in Romania - Industry Overview

EXECUTIVE SUMMARY

Cigarette volume sales continue to fall steadily while all other traditional categories post positive results
Cigarettes continue to be heavily marketed while consumers are also becoming increasingly attracted to heated tobacco
Three multinationals dominate cigarettes while e-vapour products remains fragmented
Grocery retailers lead cigarette sales but independent small grocers and newsagent-tobacconists/kiosks lose ground to supermarkets and tobacco specialists
Decline in cigarette volume sales set to accelerate 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
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Reduced harm
E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 24 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 25 Sales of Tobacco by Category: Volume 2013-2018
Table 26 Sales of Tobacco by Category: Value 2013-2018
Table 27 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 28 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 29 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 30 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 31 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 32 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources