Tobacco in Estonia

Tobacco in Estonia

EXECUTIVE SUMMARY

Cigarette smoking is steadily decreasing, while the tobacco market still awaits heated tobacco products

The market prepares for the enforcement of new Tobacco Act amendments

Super-economy brands are benefiting from the ever-rising cost of smoking

Supermarkets and hypermarkets are enjoying share growth, though internet retailing will be much less relevant owing to new legislation

Little volume growth is expected as main category cigarettes is set for greater decline

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

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

Cigars, Cigarillos and Smoking Tobacco in Estonia

HEADLINES

PROSPECTS

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

New tax for cigars and cigarillos will hinder sales, while smoking tobacco’s attractive prices will not prevent more people quitting smoking

Economising consumers of smoking tobacco opt for larger packs, while there are limitations and opportunities for cigars and cigarillos

COMPETITIVE LANDSCAPE

Cigars and cigarillos leaders maintain their dominance through regular NPDs, while West smoking tobacco benefits from its reputation in cigarettes

Tobacco specialists consolidates as a channel, benefiting from fewer POS restrictions

The tobacco display ban will see only top-of-mind brands survive

CATEGORY DATA

Table 10 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 11 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 12 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 13 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 14 Sales of Cigars by Size: % Volume 2013-2018
Table 15 Sales of Cigarillos by Price Platform 2013-2018
Table 16 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 17 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 18 NBO Company Shares of Cigars: % Volume 2014-2018
Table 19 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 20 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 21 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 22 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 23 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 24 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 25 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 26 NBO Company Shares of Fine Cut Tobacco: % Volume 2014-2018
Table 27 LBN Brand Shares of Fine Cut Tobacco: % Volume 2015-2018
Table 28 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 29 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 30 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 31 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 32 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 33 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

New legislation makes e-vapour products more expensive and limited in scope and distribution

Sales are being chipped away by high and rising prices, a lack of brick-and-mortar stores and increasing illicit trade

Heated tobacco products remain unavailable in Estonia for now

COMPETITIVE LANDSCAPE

The leading retailers merge, ensuring wide distribution and options

Sales remain limited to urbanites and will be hampered by online sales ban

Producers lose a major advantage as flavours are outlawed

CATEGORY INDICATORS

Table 34 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 35 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 36 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 37 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 38 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 39 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 40 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 41 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023

Cigarettes in Estonia

HEADLINES

PROSPECTS

Lower social acceptance and tighter legislation reduce smoking prevalence further

Rise in illicit border trade poses another challenge to cigarettes

New product development is mainly limited to brand extensions

COMPETITIVE LANDSCAPE

Players utilise their established brands to compete in an ever-more restrictive environment

Heated tobacco products and governmental changes make the future of cigarettes uncertain

Retailers focus on stocking up, while channel shares are migrating

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies 2013-2018

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 42 Sales of Cigarettes: Volume 2013-2018
Table 43 Sales of Cigarettes by Category: Value 2013-2018
Table 44 Sales of Cigarettes: % Volume Growth 2013-2018
Table 45 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 46 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 47 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 48 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 49 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 50 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 51 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 52 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 53 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 54 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 55 Forecast Sales of Cigarettes: Volume 2018-2023
Table 56 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 57 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 58 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 59 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 60 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 61 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 62 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 63 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

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