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Tobacco in Estonia
June 2021
COVID-19 impact on tobacco
Estonia weathered the pandemic shock better than many of its peers in 2020, but nonetheless there was a negative impact on the economy, with rising unemployment and as a result increasing price sensitivity among consumers. Overall, current value of tobacco was unchanged in 2020.
COVID-19 country impact
Following confirmation of the first locally transmitted cases of COVID-19, on 13 March 2020 Estonia’s government declared a state of emergency until 1 May. All recreation and leisure facilities were closed, including gyms, saunas and day care centres.
Company response
The pandemic had no significant impact on the leading tobacco players in Estonia. Regular Estonian smokers continued to be loyal to their preferred brands in 2020.
Retailing shift
With strict lockdown leaving only essential retailers open, this affected channel distribution. Cigars and smoking tobacco products were affected by the temporary closure of tobacco speciality stores, as a large proportion of these products are sold through such outlets.
What next for tobacco?
Overall, it is expected that there will be negative constant value growth in tobacco overall over the forecast period. One product area that is predicted to register volume growth is fine cut tobacco, as it is seen as a cheaper alternative to cigarettes.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cigarettes
Cigars, Cigarillos and Smoking Tobacco
Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tobacco in Estonia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Tobacco in Estonia?
Which are the leading brands in Tobacco in Estonia?
How are products distributed in Tobacco in Estonia?
Which category is the most heavily taxed in Estonia?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Estonia?
How has COVID-19 impacted demand?
How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
Where is future growth expected to be most dynamic?
Tobacco in Estonia
EXECUTIVE SUMMARY
COVID-19 impact on tobacco
COVID-19 country impact
Company response
Retailing shift
What next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 1 Legislation Summary at a Glance
Table 1 Number of Adult Smokers by Gender 2015-2020
MARKET DATA
Table 2 Sales of Tobacco by Category: Volume 2015-2020Table 3 Sales of Tobacco by Category: Value 2015-2020Table 4 Sales of Tobacco by Category: % Volume Growth 2015-2020Table 5 Sales of Tobacco by Category: % Value Growth 2015-2020Table 6 Forecast Sales of Tobacco by Category: Volume 2020-2025Table 7 Forecast Sales of Tobacco by Category: Value 2020-2025Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2020-2025Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 2 Research Sources
Cigarettes in Estonia
KEY DATA FINDINGS
2020 IMPACT
Significant decline in volume sales, partly due to ban on menthol flavoured cigarettes
Status quo remains in 2020
Continuing drop in smoking prevalence hampers volume sales
RECOVERY AND OPPORTUNITIES
Continued volume decline over forecast period
Heated tobacco products make the future of cigarettes uncertain and channel shares are migrating
Outlook uncertain, as economy takes hit
TAXATION AND PRICING
Taxation rates
Summary 3 Taxation and Duty Levies 2015-2020
Average cigarette pack price breakdown
Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 10 Sales of Cigarettes: Volume 2015-2020Table 11 Sales of Cigarettes by Category: Value 2015-2020Table 12 Sales of Cigarettes: % Volume Growth 2015-2020Table 13 Sales of Cigarettes by Category: % Value Growth 2015-2020Table 14 Sales of Cigarettes by Blend: % Volume 2015-2020Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2015-2020Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2015-2020Table 17 Sales of Cigarettes by Pack Size: % Volume 2015-2020Table 18 Sales of Cigarettes by Price Band: % Volume 2015-2020Table 19 NBO Company Shares of Cigarettes: % Volume 2016-2020Table 20 LBN Brand Shares of Cigarettes: % Volume 2017-2020Table 21 Sales of Cigarettes by Distribution Format: % Volume 2015-2020Table 22 Illicit Trade Estimate of Cigarettes: Volume 2015-2020Table 23 Forecast Sales of Cigarettes: Volume 2020-2025Table 24 Forecast Sales of Cigarettes by Category: Value 2020-2025Table 25 Forecast Sales of Cigarettes: % Volume Growth 2020-2025Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2020-2025Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2020-2025Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2020-2025Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2020-2025Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2020-2025Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2020-2025
Cigars, Cigarillos and Smoking Tobacco in Estonia
KEY DATA FINDINGS
2020 IMPACT
Mixed performance among cigars, cigarillo and smoking tobacco
Cigars and cigarillos leaders maintain dominance through innovation, while West smoking tobacco benefits from its reputation in cigarettes in 2019
Smoking tobacco benefits from lower prices
RECOVERY AND OPPORTUNITIES
Only fine cut tobacco registers volume growth
Consumers of cigars less price sensitive
Restrictions on e-commerce sales continue to restrict sales of premium cigars to a few specialist tobacconists
CATEGORY DATA
Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2015-2020Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2015-2020Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2015-2020Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2015-2020Table 36 Sales of Cigars by Size: % Volume 2015-2020Table 37 Sales of Cigarillos by Price Platform 2015-2020Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2016-2020Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2017-2020Table 40 NBO Company Shares of Cigars: % Volume 2016-2020Table 41 LBN Brand Shares of Cigars: % Volume 2017-2020Table 42 NBO Company Shares of Cigarillos: % Volume 2016-2020Table 43 LBN Brand Shares of Cigarillos: % Volume 2017-2020Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2016-2020Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2017-2020Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2016-2020Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2017-2020Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2016-2020Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2017-2020Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020Table 51 Distribution of Smoking Tobacco by Format: % Volume 2015-2020Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Estonia
KEY DATA FINDINGS
2020 IMPACT
E-liquids exempted from excise duty until end of 2022
Leaders merge, ensuring wide distribution
E-commerce ban blow to value sales
RECOVERY AND OPPORTUNITIES
Negative constant value growth over forecast period
Uncertainty around heated tobacco
Sales eroded by high and rising prices and limited distribution
CATEGORY INDICATORS
Table 56 Number of Adult Vapers 2015-2020
CATEGORY DATA
Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2015-2020Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2015-2020Table 59 Sales of E-Liquids by Nicotene Strength: % Value 2018-2020Table 60 NBO Company Shares of E-Vapour Products: % Value 2016-2020Table 61 LBN Brand Shares of E-Vapour Products: % Value 2017-2020Table 62 Distribution of E-Vapour Products by Format: % Value 2015-2020Table 63 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2020-2025Table 64 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2020-2025
Tobacco Free Oral Nicotine in Estonia
2020 IMPACT
The following categories and subcategories are included:
Tobacco
Fine Cut Cigarettes
Cigars
Cigarillos
Pipe Tobacco
Fine Cut Tobacco
Chewing Tobacco
Loose US-Style Moist Snuff
Portion US-Style Moist Snuff
Swedish-Style Snus
Closed System Single Use
Closed System Rechargeable (including starter kits)
Closed System Cartridges
Open Vaping Systems Charging and Vapourising Devices
E-liquids
Tobacco Heating Devices
Heated Tobacco
Nicotine Pouches
Tobacco
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.
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This report originates from Passport, our Tobacco research and analysis database.
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