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Country Report

Tobacco in

Tobacco in Italy

Jul 2019

US$2,100

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Executive Summary

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Cigarettes sees further decline as consumers’ health awareness heightens

Cigarettes continued to decline in retail volume sales terms in 2018, as consumers were increasingly aware of potential health risks of smoking. Some smokers turned to cigars, cigarillos or smoking tobacco, due to pricing incentives and health concerns.

Legislative changes exert a growing influence

Legislation has had a strong impact on the perception of cigarette smoking in Italy. Italian tobacco has been significantly impacted by European guideline 2014/40/EU on Tobacco Products (TPD), which has been incorporated in Italy with Legislative Decree (Decreto Legislativo) 12 January 2016 n.

Space for local players amid multinational dominance

The leading tobacco multinationals are very active in e-vapour and heated tobacco products. Recent launches include iQOS 3 by Philip Morris International, Glo by British American Tobacco and Logic Compact by Japan Tobacco.

Relaxation of online ban on e-liquids in 2018

E-liquids were incorporated into the regulations on the monopoly of tobacco products in 2017. The incorporation of European guideline 2014/40/EU on Tobacco Products (TPD) with Legislative Decree (Decreto Legislativo) 12 January 2016 n.

Shift away from cigarettes anticipated to pick up pace over the forecast period

Cigarettes is projected to post further strong decreases in retail volume sales over the forecast period. Health concerns are likely to continued boost the demand for alternatives like e-vapour and heated tobacco products.

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Samples

Tobacco Sample Report Tobacco Sample Data

Overview

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.

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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

Cigarettes sees further decline as consumers’ health awareness heightens

Legislative changes exert a growing influence

Space for local players amid multinational dominance

Relaxation of online ban on e-liquids in 2018

Shift away from cigarettes anticipated to pick up pace over the forecast period

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Tar levels

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

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

Cigarettes in Italy

HEADLINES

PROSPECTS

Ongoing decline in cigarettes as health awareness grows

Legislation informs strategies and consumption

Changing consumption patterns among women as stressful lifestyles take their toll

COMPETITIVE LANDSCAPE

Multinationals diversify their strategies in response to consumer demand

Domestic players struggle to survive in the face of strong competition

Yesmoke adapts to changing environment

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 10 Sales of Cigarettes: Volume 2013-2018
Table 11 Sales of Cigarettes by Category: Value 2013-2018
Table 12 Sales of Cigarettes: % Volume Growth 2013-2018
Table 13 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 14 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 17 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 18 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 19 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 20 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 23 Forecast Sales of Cigarettes: Volume 2018-2023
Table 24 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Cigars, Cigarillos and Smoking Tobacco in Italy

HEADLINES

PROSPECTS

Slow-smoking and innovation boost cigars and cigarillos

Smoking tobacco benefits from changing perceptions

Fine cut tobacco sees the fastest retail volume growth

COMPETITIVE LANDSCAPE

Domestic strength in cigars owing to innovation and value for money

Healthy competition from newer player Moderno Opificio Del Sigaro Italiano

Foreign players control cigarillos and smoking tobacco

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 36 Sales of Cigars by Size: % Volume 2013-2018
Table 37 Sales of Cigarillos by Price Platform 2013-2018
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 40 NBO Company Shares of Cigars: % Volume 2014-2018
Table 41 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 42 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 43 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2014-2018
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2015-2018
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Increasing appeal of alternatives to cigarettes amid health awareness and wider availability

Online sales of e-liquids permitted

Strict legislation for e-vapour products

COMPETITIVE LANDSCAPE

Flavourart adapts as international players enter the fray

Italy is a key market for iQOS

British American Tobacco launches into heated tobacco

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 59 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 60 Sales of Tobacco Heating Devices: Value 2013-2018
Table 61 Sales of Heated Tobacco: Volume 2013-2018
Table 62 Sales of Heated Tobacco: Value 2013-2018
Table 63 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 64 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 65 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 66 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 67 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 68 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 69 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 70 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 71 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 72 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 73 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 74 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 75 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 76 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 77 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 78 Forecast Sales of Heated Tobacco: Value 2018-2023

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Megatrends

Country Report

Tobacco in Italy

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Executive Summary

New Report Guarantee

Cigarettes sees further decline as consumers’ health awareness heightens

Legislative changes exert a growing influence

Space for local players amid multinational dominance

Relaxation of online ban on e-liquids in 2018

Shift away from cigarettes anticipated to pick up pace over the 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 Italy

EXECUTIVE SUMMARY

Cigarettes sees further decline as consumers’ health awareness heightens

Legislative changes exert a growing influence

Space for local players amid multinational dominance

Relaxation of online ban on e-liquids in 2018

Shift away from cigarettes anticipated to pick up pace over the forecast period

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Flavoured tobacco product ban

Reduced harm

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigarettes in Italy

HEADLINES

PROSPECTS

Ongoing decline in cigarettes as health awareness grows

Legislation informs strategies and consumption

Changing consumption patterns among women as stressful lifestyles take their toll

COMPETITIVE LANDSCAPE

Multinationals diversify their strategies in response to consumer demand

Domestic players struggle to survive in the face of strong competition

Yesmoke adapts to changing environment

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Italy

HEADLINES

PROSPECTS

Slow-smoking and innovation boost cigars and cigarillos

Smoking tobacco benefits from changing perceptions

Fine cut tobacco sees the fastest retail volume growth

COMPETITIVE LANDSCAPE

Domestic strength in cigars owing to innovation and value for money

Healthy competition from newer player Moderno Opificio Del Sigaro Italiano

Foreign players control cigarillos and smoking tobacco

CATEGORY DATA

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

HEADLINES

PROSPECTS

Increasing appeal of alternatives to cigarettes amid health awareness and wider availability

Online sales of e-liquids permitted

Strict legislation for e-vapour products

COMPETITIVE LANDSCAPE

Flavourart adapts as international players enter the fray

Italy is a key market for iQOS

British American Tobacco launches into heated tobacco

CATEGORY INDICATORS

CATEGORY DATA

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