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Country Report

Tobacco in

Tobacco in Denmark

Jul 2019

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Executive Summary

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Tobacco industry in Denmark shrinks further as volume sales of cigarettes, cigars and cigarillos and smoking tobacco continue to fall sharply

In 2018, the Danish tobacco market witnessed a further heavy decline in the volume sales of cigarettes, cigars and cigarillos and smoking tobacco as a result of an ongoing drop in smoking prevalence among both men and women. This is largely being driven by the health and wellness trend and anti-smoking campaigns, with cigarettes in particular being affected by a consumer switch to alternatives such as e-vapour products and chewing tobacco bags.

Chewing tobacco and e-vapour products benefit from a consumer shift away from combustible tobacco

The best performing categories in the Danish tobacco market in 2018 were once again smokeless tobacco, namely chewing tobacco, and e-vapour products. Chewing tobacco continued to benefit from strong demand for chew bags, which have become a popular substitute for Swedish-style snus, which was banned in 2016.

British American Tobacco continues to dominate cigarettes while Scandinavian Tobacco Group controls cigars, cigarillos and smoking tobacco

The tobacco competitive landscape in Denmark remains highly concentrated. British American Tobacco continues to lead cigarettes, accounting for nearly three quarters of overall volume sales, followed by Philip Morris and then JTI Denmark, with the only other company with a measurable presence being Mac Baren Tobacco.

Tobacco sales remain largely in the hands of grocery retailers

Grocery retailers continued to be the dominant distribution channel for tobacco in Denmark in 2018. The most popular outlets for buying cigarettes are discounters, supermarkets and convenience stores, while food/drink/tobacco specialists are also a common channel for purchasing cigars and cigarillos and smoking tobacco.

Smokeless tobacco and e-vapour products to perform well, but diminishing prospects for combustible tobacco

While cigarettes, cigars and cigarillos and smoking tobacco will continue to see a decline in retail volume sales, smokeless tobacco and e-vapour products are predicted to continue to perform well, although their gains will be weaker than that of the review period due to them growing from a higher sales base.

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Tobacco Sample Report Tobacco Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Denmark for free:

The Tobacco in Denmark 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 Tobacco in Denmark?
What are the major brands in Denmark?
Which sector of the tobacco products market is the largest by value sales in Denmark?
Which sector of the tobacco products market has been growing the fastest, by volume and value, in Denmark?
Which sector is the most heavily taxed in Denmark?
Which companies dominate in the total tobacco market in Denmark in terms of market share?
What is the distribution channel split for the tobacco products market in Denmark?

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, our Tobacco market research database.

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Tobacco in Denmark

EXECUTIVE SUMMARY

Tobacco industry in Denmark shrinks further as volume sales of cigarettes, cigars and cigarillos and smoking tobacco continue to fall sharply

Chewing tobacco and e-vapour products benefit from a consumer shift away from combustible tobacco

British American Tobacco continues to dominate cigarettes while Scandinavian Tobacco Group controls cigars, cigarillos and smoking tobacco

Tobacco sales remain largely in the hands of grocery retailers

Smokeless tobacco and e-vapour products to perform well, but diminishing prospects for combustible tobacco

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

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Reduced harm

E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2013-2018
Table 3 Sales of Tobacco by Category: Value 2013-2018
Table 4 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 5 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 6 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 7 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources

Cigarettes in Denmark

HEADLINES

PROSPECTS

Strong health and wellness trend leads to a further decline in smoking prevalence

Majority of Danish consumers support an increase in cigarette prices

Change in government following the 2019 election could lead to an increase in cigarette taxation

COMPETITIVE LANDSCAPE

British American Tobacco remains dominant in cigarettes

Grocery retailers remove cigarettes from view

Introduction of plain packaging on the horizon?

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2013-2018
Table 11 Sales of Cigarettes by Category: Value 2013-2018
Table 12 Sales of Cigarettes: % Volume Growth 2013-2018
Table 13 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 14 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 17 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 18 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 19 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 20 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 23 Forecast Sales of Cigarettes: Volume 2018-2023
Table 24 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Cigars, Cigarillos and Smoking Tobacco in Denmark

HEADLINES

PROSPECTS

Annual tax increases heavily impact sales of cigars and cigarillos

Smoking tobacco suffering from an ongoing decline in smoking prevalence

Bleak outlook for the category over the forecast period

COMPETITIVE LANDSCAPE

Scandinavian Tobacco Group continues to dominate both cigars and cigarillos and smoking tobacco

Mac Baren Tobacco introduces new variants under its Three Nuns brand

Smoking tobacco to continue to suffer from an ageing consumer base

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 36 Sales of Cigars by Size: % Volume 2013-2018
Table 37 Sales of Cigarillos by Price Platform 2013-2018
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 40 NBO Company Shares of Cigars: % Volume 2014-2018
Table 41 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 42 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 43 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2014-2018
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2015-2018
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Shake ‘n’ vape products help manufacturers to reduce costs

Ban on Swedish-style snus drives consumers towards chew bags

Cig-a-likes posts a further decline while the growth of open vaping systems weakens as more Danes opt for pod mods

COMPETITIVE LANDSCAPE

Shenzhen Eigate Technology continues to lead the very fragmented e-vapour products category

Heated tobacco products benefiting from wider distribution

Swedish Match looks to take control of chewing tobacco in Denmark

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Volume 2013-2018
Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 59 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Volume Growth 2013-2018
Table 60 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 61 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 62 Sales of Tobacco Heating Devices: Value 2013-2018
Table 63 Sales of Heated Tobacco: Volume 2013-2018
Table 64 Sales of Heated Tobacco: Value 2013-2018
Table 65 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 66 NBO Company Shares of Smokeless Tobacco: % Volume 2014-2018
Table 67 LBN Brand Shares of Smokeless Tobacco: % Volume 2015-2018
Table 68 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 69 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 70 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 71 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 72 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 73 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 74 Distribution of Smokeless Tobacco by Format: % Volume 2013-2018
Table 75 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 76 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 77 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 78 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Volume 2018-2023
Table 79 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 80 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Volume Growth 2018-2023
Table 81 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 82 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 83 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 84 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 85 Forecast Sales of Heated Tobacco: Value 2018-2023

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Megatrends

Country Report

Tobacco in Denmark

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Executive Summary

New Report Guarantee

Tobacco industry in Denmark shrinks further as volume sales of cigarettes, cigars and cigarillos and smoking tobacco continue to fall sharply

Chewing tobacco and e-vapour products benefit from a consumer shift away from combustible tobacco

British American Tobacco continues to dominate cigarettes while Scandinavian Tobacco Group controls cigars, cigarillos and smoking tobacco

Tobacco sales remain largely in the hands of grocery retailers

Smokeless tobacco and e-vapour products to perform well, but diminishing prospects for combustible tobacco

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tobacco in Denmark

EXECUTIVE SUMMARY

Tobacco industry in Denmark shrinks further as volume sales of cigarettes, cigars and cigarillos and smoking tobacco continue to fall sharply

Chewing tobacco and e-vapour products benefit from a consumer shift away from combustible tobacco

British American Tobacco continues to dominate cigarettes while Scandinavian Tobacco Group controls cigars, cigarillos and smoking tobacco

Tobacco sales remain largely in the hands of grocery retailers

Smokeless tobacco and e-vapour products to perform well, but diminishing prospects for combustible tobacco

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Reduced harm

E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigarettes in Denmark

HEADLINES

PROSPECTS

Strong health and wellness trend leads to a further decline in smoking prevalence

Majority of Danish consumers support an increase in cigarette prices

Change in government following the 2019 election could lead to an increase in cigarette taxation

COMPETITIVE LANDSCAPE

British American Tobacco remains dominant in cigarettes

Grocery retailers remove cigarettes from view

Introduction of plain packaging on the horizon?

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Denmark

HEADLINES

PROSPECTS

Annual tax increases heavily impact sales of cigars and cigarillos

Smoking tobacco suffering from an ongoing decline in smoking prevalence

Bleak outlook for the category over the forecast period

COMPETITIVE LANDSCAPE

Scandinavian Tobacco Group continues to dominate both cigars and cigarillos and smoking tobacco

Mac Baren Tobacco introduces new variants under its Three Nuns brand

Smoking tobacco to continue to suffer from an ageing consumer base

CATEGORY DATA

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

HEADLINES

PROSPECTS

Shake ‘n’ vape products help manufacturers to reduce costs

Ban on Swedish-style snus drives consumers towards chew bags

Cig-a-likes posts a further decline while the growth of open vaping systems weakens as more Danes opt for pod mods

COMPETITIVE LANDSCAPE

Shenzhen Eigate Technology continues to lead the very fragmented e-vapour products category

Heated tobacco products benefiting from wider distribution

Swedish Match looks to take control of chewing tobacco in Denmark

CATEGORY INDICATORS

CATEGORY DATA

Why buy this report?