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Country Report

Tobacco in

Tobacco in Germany

Jul 2019

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Executive Summary

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Germans reduce their tobacco consumption as prices rise

As Germans slowly continued to reduce their tobacco consumption, the German tobacco market saw a decline in volume sales across almost all categories in 2018, with e-vapour products and heated tobacco being two of the major exceptions to this. However, there was a slight increase in current value sales in 2018 as producers increased prices to maintain profits.

Cigarette manufacturers turn their attention to next-generation products

In the wake of decreasing smoking prevalence, the leading tobacco players are starting to slowly but steadily shift consumers to the so-called next-generation products, most notably to non-cig-a-like closed systems and heated tobacco products. Open vaping systems remains a fragmented category, dominated by smaller independent players.

Stricter regulation benefits large multinational manufacturers

Tobacco continued to be dominated by the big four large multinational manufacturers in 2018, namely Philip Morris, British American Tobacco, Japan Tobacco and Reemtsma (Imperial Brands). Philip Morris remained a strong leader in retail volume sales terms, due, in large part, to the exceptional popularity of its Marlboro brand.

Online, supermarkets and convenience stores gain distribution share

Internet retailing and convenience shopping are growing consumer trends in Germany and this is also true for tobacco. The trend towards consumers shopping little but often continues apace, and the share of convenience store and supermarket retailing is predicted to rise over the forecast period.

Transformation from combustible to heated and vapour products will accelerate

Over the forecast period, tobacco overall is set to record growth in current value terms, while volume sales of traditional tobacco products are set to continue to decline, in line with declining smoking prevalence. In that regard, tobacco consumption in Germany is expected to increasingly shift from traditional, combustible tobacco to next-generation vapour products, including heat-not-burn devices, as leading manufacturers will continue to increasingly invest in next-generation products.

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Samples

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 Germany 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 Germany, 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 Germany for free:

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

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 Germany

EXECUTIVE SUMMARY

Germans reduce their tobacco consumption as prices rise

Cigarette manufacturers turn their attention to next-generation products

Stricter regulation benefits large multinational manufacturers

Online, supermarkets and convenience stores gain distribution share

Transformation from combustible to heated and vapour products will accelerate

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

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 Germany

HEADLINES

PROSPECTS

Overall category growth will be limited by factors affecting tobacco as a whole

Fine-cut tobacco still remains popular with Germans

Waterpipe tobacco becomes increasingly prominent

COMPETITIVE LANDSCAPE

Reemtsma challenged by Pöschl Tabak in fine-cut tobacco

Dannemann remains the leading brand in cigars and cigarillos

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 Germany

HEADLINES

PROSPECTS

Closed cig-a-like systems will grow faster than open systems

Potential regulations awaiting smokeless tobacco industry

Target groups: young, male and technophile or middle-aged and female?

COMPETITIVE LANDSCAPE

Creating consumer awareness and brand loyalty

Big players will cause disruption in vaping

E-cigarettes to compete with heated tobacco products

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 Tobacco Heating Devices: Volume 2013-2018
Table 38 Sales of Tobacco Heating Devices: Value 2013-2018
Table 39 Sales of Heated Tobacco: Volume 2013-2018
Table 40 Sales of Heated Tobacco: Value 2013-2018
Table 41 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 42 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 43 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 44 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 45 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 46 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 47 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 48 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 49 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 50 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 51 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 52 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 53 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 54 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 55 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 56 Forecast Sales of Heated Tobacco: Value 2018-2023

Cigarettes in Germany

HEADLINES

PROSPECTS

Healthy living megatrend to negatively impact cigarettes sales

Track and Trace system to put cost pressure on manufacturers

Consumers will continue to look for value-for-money options and large pack sizes

COMPETITIVE LANDSCAPE

Philip Morris continues to lead cigarettes

Small and medium-sized players to lose out

Additive-free brands continue to grow

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 57 Sales of Cigarettes: Volume 2013-2018
Table 58 Sales of Cigarettes by Category: Value 2013-2018
Table 59 Sales of Cigarettes: % Volume Growth 2013-2018
Table 60 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 61 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 62 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 63 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 64 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 65 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 66 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 67 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 68 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 69 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 70 Forecast Sales of Cigarettes: Volume 2018-2023
Table 71 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 72 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 73 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 74 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 75 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 76 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 77 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 78 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

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Megatrends

Country Report

Tobacco in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Germans reduce their tobacco consumption as prices rise

Cigarette manufacturers turn their attention to next-generation products

Stricter regulation benefits large multinational manufacturers

Online, supermarkets and convenience stores gain distribution share

Transformation from combustible to heated and vapour products will accelerate

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tobacco in Germany

EXECUTIVE SUMMARY

Germans reduce their tobacco consumption as prices rise

Cigarette manufacturers turn their attention to next-generation products

Stricter regulation benefits large multinational manufacturers

Online, supermarkets and convenience stores gain distribution share

Transformation from combustible to heated and vapour products will accelerate

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

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigars, Cigarillos and Smoking Tobacco in Germany

HEADLINES

PROSPECTS

Overall category growth will be limited by factors affecting tobacco as a whole

Fine-cut tobacco still remains popular with Germans

Waterpipe tobacco becomes increasingly prominent

COMPETITIVE LANDSCAPE

Reemtsma challenged by Pöschl Tabak in fine-cut tobacco

Dannemann remains the leading brand in cigars and cigarillos

CATEGORY DATA

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

HEADLINES

PROSPECTS

Closed cig-a-like systems will grow faster than open systems

Potential regulations awaiting smokeless tobacco industry

Target groups: young, male and technophile or middle-aged and female?

COMPETITIVE LANDSCAPE

Creating consumer awareness and brand loyalty

Big players will cause disruption in vaping

E-cigarettes to compete with heated tobacco products

CATEGORY INDICATORS

CATEGORY DATA

Cigarettes in Germany

HEADLINES

PROSPECTS

Healthy living megatrend to negatively impact cigarettes sales

Track and Trace system to put cost pressure on manufacturers

Consumers will continue to look for value-for-money options and large pack sizes

COMPETITIVE LANDSCAPE

Philip Morris continues to lead cigarettes

Small and medium-sized players to lose out

Additive-free brands continue to grow

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

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