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Tobacco in Germany
July 2022
Tobacco in 2021: The big picture
Overall tobacco recorded a positive value growth performance in Germany in 2021. However, the reopening of borders and the easing of travel restrictions in 2021 led to declining domestic sales of cigarettes as increasing numbers of Germans once again crossed borders to search for more affordable options.
2021 key trends
In 2021, shisha or waterpipe tobacco was still a major trend, especially amongst young adults in Germany. The increasing consumption has driven up demand for pipe tobacco as well as innovations across different categories, such as cigarillos combined with shisha tobacco and flavours.
Competitive landscape
Philip Morris GmbH retained its overall leadership of the consolidated competitive landscape of cigarettes in 2021, with its popular brands Marlboro Red, L&M Red and Marlboro Gold amongst others in its wide portfolio. The player also dominated the dynamic heated tobacco products, due to lack of competition.
Retailing developments
As nicotine pouches were initially banned in several states in Germany, retailers in other states did not take the risk and decided to remove such products from their shelves before a legal ban hit all federal states. Generally, specialist stores such as vapour shops have been hit particularly hard by the pandemic and subsequent lockdowns.
What next for tobacco?
As the pandemic appeared to have reached its peak in Germany in late winter 2021/22, the number of virus cases declined towards spring and lives are mostly returning to some level of normality. However, some changes in consumer behaviour are likely to remain relevant.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Germany 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 Germany, 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 Germany 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 Germany?
Which are the leading brands in Tobacco in Germany?
How are products distributed in Tobacco in Germany?
Which category is the most heavily taxed in Germany?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Germany?
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 Germany
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 1 Legislation Summary at a Glance
Table 1 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 2 Sales of Tobacco by Category: Volume 2016-2021Table 3 Sales of Tobacco by Category: Value 2016-2021Table 4 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 5 Sales of Tobacco by Category: % Value Growth 2016-2021Table 6 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 7 Forecast Sales of Tobacco by Category: Value 2021-2026Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
Cigarettes in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Smoking prevalence in Germany remains at a high level
E-commerce retains higher level of importance
Recovery of cross-border sales
PROSPECTS AND OPPORTUNITIES
Tobacco Duty Modernisation Act adopted
Price increase will spur illicit trade and polarise the market
Further consolidation likely
TAXATION AND PRICING
Taxation rates
Summary 3 Taxation and Duty Levies 2016-2021
Average cigarette pack price breakdown
Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 10 Sales of Cigarettes: Volume 2016-2021Table 11 Sales of Cigarettes by Category: Value 2016-2021Table 12 Sales of Cigarettes: % Volume Growth 2016-2021Table 13 Sales of Cigarettes by Category: % Value Growth 2016-2021Table 14 Sales of Cigarettes by Blend: % Volume 2016-2021Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2016-2021Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2016-2021Table 17 Sales of Cigarettes by Pack Size: % Volume 2016-2021Table 18 Sales of Cigarettes by Price Band: % Volume 2016-2021Table 19 NBO Company Shares of Cigarettes: % Volume 2017-2021Table 20 LBN Brand Shares of Cigarettes: % Volume 2018-2021Table 21 Sales of Cigarettes by Distribution Format: % Volume 2016-2021Table 22 Illicit Trade Estimate of Cigarettes: Volume 2016-2021Table 23 Forecast Sales of Cigarettes: Volume 2021-2026Table 24 Forecast Sales of Cigarettes by Category: Value 2021-2026Table 25 Forecast Sales of Cigarettes: % Volume Growth 2021-2026Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2021-2026Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2021-2026Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2021-2026Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2021-2026Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2021-2026Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2021-2026
Cigars, Cigarillos and Smoking Tobacco in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Setback for fine cut tobacco
Waterpipe tobacco remains strong
Demand for cigars and cigarillos continues to grow
PROSPECTS AND OPPORTUNITIES
Increasing mobility will impact domestic sales
Price increases could hamper growth
E-commerce as part of the “new normal”
CATEGORY DATA
Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2016-2021Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2016-2021Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2016-2021Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2016-2021Table 36 Sales of Cigars by Size: % Volume 2016-2021Table 37 Sales of Cigarillos by Price Platform 2016-2021Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2017-2021Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2018-2021Table 40 NBO Company Shares of Cigars: % Volume 2017-2021Table 41 LBN Brand Shares of Cigars: % Volume 2018-2021Table 42 NBO Company Shares of Cigarillos: % Volume 2017-2021Table 43 LBN Brand Shares of Cigarillos: % Volume 2018-2021Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2017-2021Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2018-2021Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2017-2021Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2018-2021Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2017-2021Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2018-2021Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 51 Distribution of Smoking Tobacco by Format: % Volume 2016-2021Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Germany
KEY DATA FINDINGS
2021 DEVELOPMENTS
Tobacco Duty Modernisation Act
Lockdowns further impact sales of e-vapour products
Philip Morris maintains dominance of heated tobacco products
PROSPECTS AND OPPORTUNITIES
Increasing usage of heated tobacco predicted
Open vaping systems set to suffer declining sales
Heated tobacco presence set to increase
CATEGORY INDICATORS
Table 56 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 57 Sales of Tobacco Heating Devices: Volume 2016-2021Table 58 Sales of Tobacco Heating Devices: % Volume Growth 2016-2021Table 59 Sales of Heated Tobacco: Volume 2016-2021Table 60 Sales of Heated Tobacco: % Volume Growth 2016-2021Table 61 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 62 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 63 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 64 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 65 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2017-2021Table 66 Sales of E-Liquids by Nicotene Strength: % Value 2019-2021Table 67 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 68 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 69 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 70 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 71 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 72 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 73 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 74 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2018-2021Table 75 Distribution of Smokeless Tobacco by Format: % Volume 2016-2021Table 76 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 77 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 78 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 79 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 80 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 81 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 82 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 83 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 84 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 85 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
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.