Smoking tobacco comprises two areas with very different characteristics. Pipe tobacco has a small, but compact, group of consumers which, while in decline, remains relatively stable and displays the same preferences. On the other hand, RYO tobacco sales exploded after high taxation rates were introduced within cigarettes before declining when high taxation was also introduced within RYO Tobacco, with many consumers then moving to illicit trade.
Despite a significant loss in market share, domestic player Duhanka Zagreb continued to dominate sales in 2015, accounting for 41% of volume sales (vs 44% in 2014). The company’s strength can be attributed to just one brand called Zlatni Dukat, which accounted for some 53% as recently as 2010 and remains highly popular due to its affordable price. Over the review period, the brand lost some sales share due to the introduction of cheaper variants, with Zlatni Dukat now perceived as mid-priced, but still benefiting from strong consumer awareness and outperforming competitors.
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This industry report originates from Passport, our Tobacco market research database.