Demand for cigarettes continued to cool down in Austria during 2022 as sales edged closer to the levels seen in 2019, prior to the onset of the COVID-19 pandemic. As the threat of contagion receded over the course of 2021 and into 2022, COVID-19 control measures and social distancing regulations were withdrawn and the lifestyles of local consumers returned to some semblance of pre-pandemic normality, which put some pressure on demand for cigarettes after a spike in sales in 2020 at the peak of the pandemic.
It is possible that 2022 will go down in history as the year in which a new generation of tobacco and nicotine products finally became firmly established in the mainstream in Austria. At the centre of this revolution in tobacco use has been heated tobacco, a category which has very quickly earned broad trust among consumers to an extent that vapour products have so far proven unable to.
Philip Morris remains the leading name in cigarettes, a position which also entails leadership across the entire tobacco industry. Philip Morris also has a decent position in fine cut tobacco, although a more important reason for its leading position at industry level being so secure is the very strong growth recorded in sales of its HEETS and IQOS brands in heated tobacco, a very dynamic category in which it is still the only player present.
Due to the state-controlled monopoly over tobacco retailing that subsists in Austria, the sale of almost all tobacco products is firmly in the hands of tobacco specialist retailers. However, this channel has seen greater exposure to change in the tobacco industry in recent years than ever before, which has required a more serious and coordinated response to the flood of relatively complex and advanced e-vapour products that are now available in Austria.
Even though demand for cigarettes remained remarkably stable in Austria toward the end of the review period, it must be assumed that the declines that began to creep into retail volume sales in 2022 will accelerate over the forecast period. The main factor discouraging local people from smoking is the increasing awareness of the harm that cigarette smoking causes for health and the declining social acceptance of smoking generally.
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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.See All of Our Definitions
This report originates from Passport, our Tobacco research and analysis database.
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