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Country Report

Tobacco in

Tobacco in Estonia

Jul 2020

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Executive Summary

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COVID-19 impact on tobacco

Non-essential retail outlets were forced to close during the lockdown to limit the spread of COVID-19, but this is expected to have only a limited impact on tobacco sales in 2020 as supermarkets and hypermarkets have been allowed to remain open and are the main distribution channels for cigarettes. Bars, pubs, cafés and restaurants were also been forced to close in Estonia in the first half of the year to try and contain the virus, eliminating socialising and related tobacco consumption occasions.

COVID-19 country impact

On 13 March, the government declared a state of emergency until 1 May and all recreation and leisure outlets closed, including gyms, saunas and day care centres. Full border controls were imposed from 17 March, with only Estonian citizens, permanent residents and relatives and freight transport workers permitted to enter.

Many consumers trade down to cheaper tobacco products in 2019

Estonian tobacco saw a continued shift away from cigarettes in 2019, due to higher taxation and decreasing smoking prevalence owing to health reasons, as smokers either chose to quit buying cigarettes completely or moved to other tobacco products such as smoking tobacco. The trend towards e-vapour products, however, decreased as sales via e-commerce, the most important channel for these products, were banned and the sale of flavoured e-liquids prohibited in 2019.

Leaders Philip Morris and Japan Tobacco shift focus away from cigarettes in 2019

Philip Morris Eesti OÜ continued to dominate Estonian cigarettes in 2019, with Japan Tobacco International the only other major player in the category. While the overall company rankings in cigarettes have remained stable in recent years, in 2019, tobacco companies were busy preparing for the flavoured tobacco ban coming into force in May 2020.

Tax rises, increased health awareness and rise in illicit trade likely over forecast period

A continued shift away from cigarettes is expected over the forecast period, as is a further fall in smoking cigarettes. Estonian smokers are expected to either give up smoking cigarettes completely or shift towards cheaper products, namely economy cigarette brands or fine cut tobacco, due to economic hardship and a growing focus on health post-COVID-19.

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Tobacco Sample Report Tobacco Sample Data

Overview

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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 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.

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Tobacco in Estonia

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Many consumers trade down to cheaper tobacco products in 2019

Leaders Philip Morris and Japan Tobacco shift focus away from cigarettes in 2019

Tax rises, increased health awareness and rise in illicit trade likely over forecast period

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 (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

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2014-2019

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2014-2019
Table 3 Sales of Tobacco by Category: Value 2014-2019
Table 4 Sales of Tobacco by Category: % Volume Growth 2014-2019
Table 5 Sales of Tobacco by Category: % Value Growth 2014-2019
Table 6 Forecast Sales of Tobacco by Category: Volume 2019-2024
Table 7 Forecast Sales of Tobacco by Category: Value 2019-2024
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2019-2024
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Cigarettes in Estonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Health trend and tighter legislation reduce smoking prevalence, while increase in illicit trade poses another challenge to cigarettes in 2019

New product development is mainly limited to brand extensions, while companies utilise their established brands to compete in an ever-more restrictive environment in 2019

During 2019, heated tobacco products make the future of cigarettes uncertain and channel shares are migrating

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies 2014-2019

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2014-2019
Table 11 Sales of Cigarettes by Category: Value 2014-2019
Table 12 Sales of Cigarettes: % Volume Growth 2014-2019
Table 13 Sales of Cigarettes by Category: % Value Growth 2014-2019
Table 14 Sales of Cigarettes by Blend: % Volume 2014-2019
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2014-2019
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2014-2019
Table 17 Sales of Cigarettes by Pack Size: % Volume 2014-2019
Table 18 Sales of Cigarettes by Price Band: % Volume 2014-2019
Table 19 NBO Company Shares of Cigarettes: % Volume 2015-2019
Table 20 LBN Brand Shares of Cigarettes: % Volume 2016-2019
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2014-2019
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2014-2019
Table 23 Forecast Sales of Cigarettes: Volume 2019-2024
Table 24 Forecast Sales of Cigarettes by Category: Value 2019-2024
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2019-2024
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2019-2024
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2019-2024
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2019-2024
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2019-2024
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2019-2024

Cigars, Cigarillos and Smoking Tobacco in Estonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Cigars, cigarillos and smoking tobacco perform better than cigarettes thanks to their different positionings in 2019

New tax for cigars and cigarillos in 2019 will somewhat hinder sales

Cigars and cigarillos leaders maintain dominance through innovation, while West smoking tobacco benefits from its reputation in cigarettes in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within cigars, cigarillos and smoking tobacco

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2014-2019
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2014-2019
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2014-2019
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2014-2019
Table 36 Sales of Cigars by Size: % Volume 2014-2019
Table 37 Sales of Cigarillos by Price Platform 2014-2019
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2015-2019
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2016-2019
Table 40 NBO Company Shares of Cigars: % Volume 2015-2019
Table 41 LBN Brand Shares of Cigars: % Volume 2016-2019
Table 42 NBO Company Shares of Cigarillos: % Volume 2015-2019
Table 43 LBN Brand Shares of Cigarillos: % Volume 2016-2019
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2015-2019
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2016-2019
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2015-2019
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2016-2019
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2015-2019
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2016-2019
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2014-2019
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2014-2019
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2019-2024
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2019-2024
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2019-2024
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2019-2024

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

HEADLINES

PRE-COVID-19 PERFORMANCE

Illicit trade increases in 2019, as new legislation makes e-vapour products more expensive and limits range and distribution

Sales eroded by high and rising prices and limited distribution in 2019

Leaders merge, ensuring wide distribution and options but new tobacco law hampers sales in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within smokeless tobacco, e-vapour products and heated tobacco

Recovery and opportunities

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2014-2019

CATEGORY DATA

Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2014-2019
Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2014-2019
Table 59 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 60 NBO Company Shares of E-Vapour Products: % Value 2015-2019
Table 61 LBN Brand Shares of E-Vapour Products: % Value 2016-2019
Table 62 Distribution of E-Vapour Products by Format: % Value 2014-2019
Table 63 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2019-2024
Table 64 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tobacco in Estonia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tobacco

COVID-19 country impact

Many consumers trade down to cheaper tobacco products in 2019

Leaders Philip Morris and Japan Tobacco shift focus away from cigarettes in 2019

Tax rises, increased health awareness and rise in illicit trade likely over forecast period

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

COVID-19 impact on tobacco

COVID-19 country impact

Many consumers trade down to cheaper tobacco products in 2019

Leaders Philip Morris and Japan Tobacco shift focus away from cigarettes in 2019

Tax rises, increased health awareness and rise in illicit trade likely over forecast period

OPERATING ENVIRONMENT

Legislation

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 (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

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Cigarettes in Estonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Health trend and tighter legislation reduce smoking prevalence, while increase in illicit trade poses another challenge to cigarettes in 2019

New product development is mainly limited to brand extensions, while companies utilise their established brands to compete in an ever-more restrictive environment in 2019

During 2019, heated tobacco products make the future of cigarettes uncertain and channel shares are migrating

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Estonia

HEADLINES

PRE-COVID-19 PERFORMANCE

Cigars, cigarillos and smoking tobacco perform better than cigarettes thanks to their different positionings in 2019

New tax for cigars and cigarillos in 2019 will somewhat hinder sales

Cigars and cigarillos leaders maintain dominance through innovation, while West smoking tobacco benefits from its reputation in cigarettes in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within cigars, cigarillos and smoking tobacco

Recovery and opportunities

CATEGORY DATA

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

HEADLINES

PRE-COVID-19 PERFORMANCE

Illicit trade increases in 2019, as new legislation makes e-vapour products more expensive and limits range and distribution

Sales eroded by high and rising prices and limited distribution in 2019

Leaders merge, ensuring wide distribution and options but new tobacco law hampers sales in 2019

2020 AND BEYOND