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Tobacco in Italy
July 2022
Tobacco in 2021: The big picture
The government renewed restrictions on non-essential movements between regions from 21 December 2020 to 6 January 2021 to minimise the risk of a spike in infections over the Christmas period. Travel between regions was restricted on key festive days and the curfew extended to 07.
2021 key trends
The first half of the year witnessed a significant increase in smoking prevalence. While this effect only temporarily concerned cigarettes, with consumption waning as the year progressed, the number of vapers and heated tobacco users grew strongly.
Competitive landscape
In cigarettes, the competitive landscape remained unchanged, although mid-priced brands gained attention at the expense of economy and premium cigarettes, as they were perceived to offer good price/quality ratios. At the same time, the category leader Philip Morris Italia srl has strategically shifted its focus to heated tobacco and e-vapour products.
Retailing developments
The collapse of tourism and home working routines resulted in a big change in terms of distribution in 2020. Streets that were typically busy, such as those in office-heavy and popular tourist areas, became suddenly quiet.
What next for tobacco?
Several key factors are likely to shape the performance of tobacco over the forecast period. Firstly, taxation, as the government has approved a law that entails progressive excise duty increases for both cigarettes and fine cut tobacco.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Italy 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 Italy, 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 Italy 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 Italy?
Which are the leading brands in Tobacco in Italy?
How are products distributed in Tobacco in Italy?
Which category is the most heavily taxed in Italy?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Italy?
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 Italy
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
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 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 Italy
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slower decline in volume sales in 2021 as some consumers turn to cigarettes to cope with stress, anxiety and boredom
Higher excise tax for cigarettes, although migration trend limits brand and price band shifts
Consumers increasingly look to newer tobacco categories over fine cut tobacco and cigarettes
PROSPECTS AND OPPORTUNITIES
Retail volume sales expected to decline for health, economic and migration reasons
Taxation increases to help shape migration effect
Scarce innovation anticipated in cigarettes as players look for growth opportunities in other categories
TAXATION AND PRICING
Taxation rates
Table 10 Taxation and Duty Levies 2016-2021
Average cigarette pack price breakdown
Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 11 Sales of Cigarettes: Volume 2016-2021Table 12 Sales of Cigarettes by Category: Value 2016-2021Table 13 Sales of Cigarettes: % Volume Growth 2016-2021Table 14 Sales of Cigarettes by Category: % Value Growth 2016-2021Table 15 Sales of Cigarettes by Blend: % Volume 2016-2021Table 16 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2016-2021Table 17 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2016-2021Table 18 Sales of Cigarettes by Pack Size: % Volume 2016-2021Table 19 Sales of Cigarettes by Price Band: % Volume 2016-2021Table 20 NBO Company Shares of Cigarettes: % Volume 2017-2021Table 21 LBN Brand Shares of Cigarettes: % Volume 2018-2021Table 22 Sales of Cigarettes by Distribution Format: % Volume 2016-2021Table 23 Illicit Trade Estimate of Cigarettes: Volume 2016-2021Table 24 Forecast Sales of Cigarettes: Volume 2021-2026Table 25 Forecast Sales of Cigarettes by Category: Value 2021-2026Table 26 Forecast Sales of Cigarettes: % Volume Growth 2021-2026Table 27 Forecast Sales of Cigarettes by Category: % Value Growth 2021-2026Table 28 Forecast Sales of Cigarettes by Blend: % Volume 2021-2026Table 29 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2021-2026Table 30 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2021-2026Table 31 Forecast Sales of Cigarettes by Pack Size: % Volume 2021-2026Table 32 Forecast Sales of Cigarettes by Price Band: % Volume 2021-2026
Cigars, Cigarillos and Smoking Tobacco in Italy
KEY DATA FINDINGS
2021 DEVELOPMENTS
Residual indulgence element continues to grow the consumption of cigars in 2021
Fine cut tobacco declines slightly in volume sales terms as migration from cigarettes trend slows in 2021
Moderno Opificio Del Sigaro Italiano focuses on distribution to grow retail volume share in cigars in 2021
PROSPECTS AND OPPORTUNITIES
Fine cut tobacco’s retail volume growth to be limited by growing competition
Potential uncertainty in cigars and cigarillos related to possible ban on flavours
Affluent consumers likely to push innovation in cigars
CATEGORY DATA
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2016-2021Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2016-2021Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2016-2021Table 36 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2016-2021Table 37 Sales of Cigars by Size: % Volume 2016-2021Table 38 Sales of Cigarillos by Price Platform 2016-2021Table 39 NBO Company Shares of Cigars and Cigarillos: % Volume 2017-2021Table 40 LBN Brand Shares of Cigars and Cigarillos: % Volume 2018-2021Table 41 NBO Company Shares of Cigars: % Volume 2017-2021Table 42 LBN Brand Shares of Cigars: % Volume 2018-2021Table 43 NBO Company Shares of Cigarillos: % Volume 2017-2021Table 44 LBN Brand Shares of Cigarillos: % Volume 2018-2021Table 45 NBO Company Shares of Smoking Tobacco: % Volume 2017-2021Table 46 LBN Brand Shares of Smoking Tobacco: % Volume 2018-2021Table 47 NBO Company Shares of Pipe Tobacco: % Volume 2017-2021Table 48 LBN Brand Shares of Pipe Tobacco: % Volume 2018-2021Table 49 NBO Company Shares of Fine Cut Tobacco: % Volume 2017-2021Table 50 LBN Brand Shares of Fine Cut Tobacco: % Volume 2018-2021Table 51 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 52 Distribution of Smoking Tobacco by Format: % Volume 2016-2021Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 56 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Italy
KEY DATA FINDINGS
2021 DEVELOPMENTS
Investment and tax advantages favour closed over open vaping systems
Regulation may help nicotine pouches to gain a foothold in the market
Strong development continues in heated tobacco as players look to develop newer growth avenues in tobacco
PROSPECTS AND OPPORTUNITIES
Lower-priced options to gain traction and push migration in heated tobacco
Closed vaping systems and nicotine pouches set to see significant activity
Innovation and the penetration of brands from other markets to add dynamism to the competitive landscape of heated tobacco
CATEGORY INDICATORS
Table 57 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 58 Sales of Tobacco Heating Devices: Volume 2016-2021Table 59 Sales of Tobacco Heating Devices: % Volume Growth 2016-2021Table 60 Sales of Heated Tobacco: Volume 2016-2021Table 61 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 62 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 63 Sales of E-Liquids by Nicotine Strength: % Value 2019-2021Table 64 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 65 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 66 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 67 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 68 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 69 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 70 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 71 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 72 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 73 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 74 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 75 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 76 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 77 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 78 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 79 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.