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Country Report

Tobacco in

Tobacco in Italy

Jun 2021

US$2,100

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Executive Summary

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COVID-19 impact on tobacco

In 2020, Italian tobacco saw strong declines for traditional cigarettes, mostly due to health concerns and rising category prices. However, the decline of cigarettes was counterbalanced by an equally strong increase in demand for heated tobacco and e-vapour products.

COVID-19 country impact

Italy was declared a protected area by decree and placed under lockdown from 9 March 2020. This extended the restrictions already in force in Lombardy and the 14 northern provinces most affected by COVID-19.

Company response

Manufacturers who focused on e-vapour and heated tobacco products, and thus has less focus on traditional cigarettes were the big winners of 2020. This transition (towards e-vapour and heated tobacco products) was most evident in the case of Philip Morris Italia.

Retailing shift

The halt of tourism and office-working routines resulted in a big change in terms of distribution. Streets that are typically busy, such as those in office-heavy and popular tourist areas, became suddenly quiet.

What next for tobacco?

Rising prices and health concerns were already important trends negatively affecting the cigarettes category pre-pandemic. The onset of COVID-19 heightened consumers worries and will continue to negatively impact the category over the forecast period.

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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 Italy 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 Italy, 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 Italy for free:

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

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 Italy

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

Smoking prevalence

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Flavoured tobacco product ban

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2015-2020

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2015-2020
Table 3 Sales of Tobacco by Category: Value 2015-2020
Table 4 Sales of Tobacco by Category: % Volume Growth 2015-2020
Table 5 Sales of Tobacco by Category: % Value Growth 2015-2020
Table 6 Forecast Sales of Tobacco by Category: Volume 2020-2025
Table 7 Forecast Sales of Tobacco by Category: Value 2020-2025
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2020-2025
Table 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 Italy

KEY DATA FINDINGS

2020 IMPACT

Health and alternative products contribute to decline

Rising taxes lead to different strategies and shape consumption

Consumers staying close to home and reduced border trade causes further declines

RECOVERY AND OPPORTUNITIES

Price and health trends to continue negatively affecting category sales

Shift of manufacturers to other categories set to cause stagnation in innovation

Rising taxes set to deter both manufacturers and consumers from investing in cigarettes

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 2015-2020
Table 11 Sales of Cigarettes by Category: Value 2015-2020
Table 12 Sales of Cigarettes: % Volume Growth 2015-2020
Table 13 Sales of Cigarettes by Category: % Value Growth 2015-2020
Table 14 Sales of Cigarettes by Blend: % Volume 2015-2020
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2015-2020
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2015-2020
Table 17 Sales of Cigarettes by Pack Size: % Volume 2015-2020
Table 18 Sales of Cigarettes by Price Band: % Volume 2015-2020
Table 19 NBO Company Shares of Cigarettes: % Volume 2016-2020
Table 20 LBN Brand Shares of Cigarettes: % Volume 2017-2020
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2015-2020
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2015-2020
Table 23 Forecast Sales of Cigarettes: Volume 2020-2025
Table 24 Forecast Sales of Cigarettes by Category: Value 2020-2025
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2020-2025
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2020-2025
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2020-2025
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2020-2025
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2020-2025
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2020-2025

Cigars, Cigarillos and Smoking Tobacco in Italy

KEY DATA FINDINGS

2020 IMPACT

Affordability remains key purchase driver for category

Faster volume growth for cigars and cigarillos as affluent consumers continue to purchase to alleviate boredom in lockdown

Limited movement in category landscape as brand with high brand awareness and value for money products prevail

RECOVERY AND OPPORTUNITIES

Innovation expected to remain secondary to distribution whilst restrictions remain in place

Premiumisation anticipated to influence new product development in cigars

Smoking tobacco set for competition from more innovative categories

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2015-2020
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2015-2020
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2015-2020
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2015-2020
Table 36 Sales of Cigars by Size: % Volume 2015-2020
Table 37 Sales of Cigarillos by Price Platform 2015-2020
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2016-2020
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2017-2020
Table 40 NBO Company Shares of Cigars: % Volume 2016-2020
Table 41 LBN Brand Shares of Cigars: % Volume 2017-2020
Table 42 NBO Company Shares of Cigarillos: % Volume 2016-2020
Table 43 LBN Brand Shares of Cigarillos: % Volume 2017-2020
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2016-2020
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2017-2020
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2016-2020
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2017-2020
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2016-2020
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2017-2020
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2015-2020
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

Category growth remains rapid despite strong slowdown

Heated tobacco benefits from strong manufacturer investments

Despite overall strong growth in e-vapour products, cig-a-likes sees decreasing sales

RECOVERY AND OPPORTUNITIES

Strong, albeit slowed, growth expected as category matures

Consolidation expected, particularly in e-vapour products

Tax increases expected to impact growth somewhat negatively

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2015-2020

CATEGORY DATA

Table 57 Sales of Tobacco Heating Devices: Volume 2015-2020
Table 58 Sales of Tobacco Heating Devices: % Volume Growth 2015-2020
Table 59 Sales of Heated Tobacco: Volume 2015-2020
Table 60 Sales of Heated Tobacco: % Volume Growth 2015-2020
Table 61 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2015-2020
Table 62 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2015-2020
Table 63 Sales of E-Liquids by Nicotene Strength: % Value 2018-2020
Table 64 NBO Company Shares of E-Vapour Products: % Value 2016-2020
Table 65 LBN Brand Shares of E-Vapour Products: % Value 2017-2020
Table 66 NBO Company Shares of Tobacco Heating Devices: % Volume 2016-2020
Table 67 LBN Brand Shares of Tobacco Heating Devices: % Volume 2017-2020
Table 68 NBO Company Shares of Heated Tobacco: % Volume 2016-2020
Table 69 LBN Brand Shares of Heated Tobacco: % Volume 2017-2020
Table 70 Distribution of E-Vapour Products by Format: % Value 2015-2020
Table 71 Distribution of Tobacco Heating Devices by Format: % Volume 2015-2020
Table 72 Distribution of Heated Tobacco by Format: % Volume 2015-2020
Table 73 Forecast Sales of Tobacco Heating Devices: Volume 2020-2025
Table 74 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2020-2025
Table 75 Forecast Sales of Heated Tobacco: Volume 2020-2025
Table 76 Forecast Sales of Heated Tobacco: % Volume Growth 2020-2025
Table 77 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2020-2025
Table 78 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2020-2025

Tobacco Free Oral Nicotine in Italy

KEY DATA FINDINGS

2020 IMPACT

Limited opportunity to try products due to COVID-19 travel restrictions

Foreign brands unable to offer products due to online tobacco retailing ban

RECOVERY AND OPPORTUNITIES

Limited opportunities for category, particularly while travel restrictions remain in place

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Megatrends

Country Report

Tobacco in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tobacco in Italy

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

OPERATING ENVIRONMENT

Legislation

Smoking prevalence

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Flavoured tobacco product ban

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Cigarettes in Italy

KEY DATA FINDINGS

2020 IMPACT

Health and alternative products contribute to decline

Rising taxes lead to different strategies and shape consumption

Consumers staying close to home and reduced border trade causes further declines

RECOVERY AND OPPORTUNITIES

Price and health trends to continue negatively affecting category sales

Shift of manufacturers to other categories set to cause stagnation in innovation

Rising taxes set to deter both manufacturers and consumers from investing in cigarettes

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Italy

KEY DATA FINDINGS

2020 IMPACT

Affordability remains key purchase driver for category

Faster volume growth for cigars and cigarillos as affluent consumers continue to purchase to alleviate boredom in lockdown

Limited movement in category landscape as brand with high brand awareness and value for money products prevail

RECOVERY AND OPPORTUNITIES

Innovation expected to remain secondary to distribution whilst restrictions remain in place

Premiumisation anticipated to influence new product development in cigars

Smoking tobacco set for competition from more innovative categories

CATEGORY DATA

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

KEY DATA FINDINGS

2020 IMPACT

Category growth remains rapid despite strong slowdown

Heated tobacco benefits from strong manufacturer investments

Despite overall strong growth in e-vapour products, cig-a-likes sees decreasing sales

RECOVERY AND OPPORTUNITIES

Strong, albeit slowed, growth expected as category matures

Consolidation expected, particularly in e-vapour products

Tax increases expected to impact growth somewhat negatively

CATEGORY INDICATORS

CATEGORY DATA

Tobacco Free Oral Nicotine in Italy

KEY DATA FINDINGS

2020 IMPACT