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Country Report

Tobacco in

Tobacco in Estonia

43 pages, Jul 2018

US$2,100

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Executive Summary

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Consumption continues to fall as regulations tighten

In light of tightening legislative restrictions and Estonia’s falling population, tobacco continued to witness a decline in retail volume sales in 2017. Prices during the year were driven not only by an annual excise tax increase but also further government interference to try and prevent addiction to tobacco and its subsequent damage to health.

Super-economy brands are on the up

Rising prices have led to two major trends, with one of these being an increase in sales of so-called “super-economy” cigarettes, which have recently doubled their share of sales. Major tobacco manufacturers introduced new cigarettes under their main brands in compact sized packs, with this enabling them to offer the products at the lowest possible price.

Downtrading and super-economy brands the main competitive tool for manufacturers

As sales are falling and the industry prepares itself for a full display ban, the major tobacco manufacturers are focusing on merging brands and updating them with a variety of new formats, such as compact sizes. Downtrading has a significant impact on an environment with very limited advertising opportunities.

The major retail chains are gradually losing tobacco sales

Hypermarkets and supermarkets both registered a decline in cigarette volume sales in 2017 due to limited advertising, with shoppers often tending to forget about cigarettes while roaming around a large sales area. This trend could become even stronger once a display ban comes into force in July 2019, with smokers possibly buying tobacco products in larger quantities from small grocery stores or petrol stations near to where they live.

Uncertain future for vapour products in Estonia

Over the forecast period tobacco is Estonia is expected to register a further volume decline as legislation becomes stricter and prices are pushed up by increasing taxation. While not so long ago tobacco product retailers had high hopes for vapour products, the vaping population has now been falling since 2014.

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Tobacco Sample Report Tobacco Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tobacco industry in Estonia 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 Estonia, 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 Estonia for free:

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

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.

Want to find out more about this report?

Request more information

Tobacco in Estonia

EXECUTIVE SUMMARY

Consumption continues to fall as regulations tighten

Super-economy brands are on the up

Downtrading and super-economy brands the main competitive tool for manufacturers

The major retail chains are gradually losing tobacco sales

Uncertain future for vapour products in Estonia

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
Distribution of tobacco-branded gifts (eg cigarette-branded lighters, pens, etc)

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

“Reduced harm”

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

Cigarettes in Estonia

HEADLINES

PROSPECTS

Both consumption and social acceptance of smoking on the decline

Growth of super-economy brands driven by price hikes

Threat from Latvian border trade on the rise

COMPETITIVE LANDSCAPE

Global tobacco manufacturers forced to fight for a share of display space

Retailers forced into passive selling due to restrictions

Cigarette manufacturers consider alternative products

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

Cigars, Cigarillos and Smoking Tobacco in Estonia

HEADLINES

PROSPECTS

Smoking tobacco a cheaper alternative to cigarettes

Filter cigarillos help drive sales

More cigarette brand extensions expected in smoking tobacco

COMPETITIVE LANDSCAPE

Popular cigarette brands achieve strong positions in fine cut tobacco

Tobacco specialists the leading distribution channel

Brand loyalty and recognition will be crucial

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

Smokeless Tobacco and Vapour Products in Estonia

HEADLINES

PROSPECTS

E-liquids to be taxed along with other tobacco products from 2018

Vaping attracts the curiosity of younger Estonians

Vaping population continues to decline

COMPETITIVE LANDSCAPE

Local retailers Elgery Group and Nicorex Baltic lead the category

Weak retail penetration and forthcoming internet sales restrictions

Flavoured e-liquids to be banned in 2019

CATEGORY INDICATORS

Table 63 Number of Adult Vapers 2012-2017

CATEGORY DATA

Table 64 Sales of Smokeless Tobacco and Vapour Products by Category: Value 2012-2017
Table 65 Sales of Smokeless Tobacco and Vapour Products by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Vapour Products: % Value 2013-2017
Table 67 LBN Brand Shares of Vapour Products: % Value 2014-2017
Table 68 Distribution of Vapour Products by Format: % Value 2012-2017
Table 69 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: Value 2017-2022
Table 70 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tobacco in Estonia

New Report Guarantee

Executive Summary

New Report Guarantee

Consumption continues to fall as regulations tighten

Super-economy brands are on the up

Downtrading and super-economy brands the main competitive tool for manufacturers

The major retail chains are gradually losing tobacco sales

Uncertain future for vapour products in Estonia

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tobacco in Estonia

EXECUTIVE SUMMARY

Consumption continues to fall as regulations tighten

Super-economy brands are on the up

Downtrading and super-economy brands the main competitive tool for manufacturers

The major retail chains are gradually losing tobacco sales

Uncertain future for vapour products in Estonia

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”

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigarettes in Estonia

HEADLINES

PROSPECTS

Both consumption and social acceptance of smoking on the decline

Growth of super-economy brands driven by price hikes

Threat from Latvian border trade on the rise

COMPETITIVE LANDSCAPE

Global tobacco manufacturers forced to fight for a share of display space

Retailers forced into passive selling due to restrictions

Cigarette manufacturers consider alternative products

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Estonia

HEADLINES

PROSPECTS

Smoking tobacco a cheaper alternative to cigarettes

Filter cigarillos help drive sales

More cigarette brand extensions expected in smoking tobacco

COMPETITIVE LANDSCAPE

Popular cigarette brands achieve strong positions in fine cut tobacco

Tobacco specialists the leading distribution channel

Brand loyalty and recognition will be crucial

CATEGORY DATA

Smokeless Tobacco and Vapour Products in Estonia

HEADLINES

PROSPECTS

E-liquids to be taxed along with other tobacco products from 2018

Vaping attracts the curiosity of younger Estonians

Vaping population continues to decline

COMPETITIVE LANDSCAPE

Local retailers Elgery Group and Nicorex Baltic lead the category

Weak retail penetration and forthcoming internet sales restrictions

Flavoured e-liquids to be banned in 2019

CATEGORY INDICATORS

CATEGORY DATA

Why buy this report?