Volume sales of tax-paid cigarettes remain under pressure due to rising taxes, falling income levels and the strong presence of the illicit trade. Despite more intense efforts to control cigarette smuggling, low prices make black market cigarettes very attractive.
Volume sales of tax-paid cigarettes increased in 2020 before declining in 2021, although this represented a far better performance than the double-digit volume sales declines recorded in the category during 2019. During 2020 in particular, demand for officially distributed tax-paid cigarettes was supported by declines in volume sales of illicit cigarettes, which was mainly due to the closure of Jordan’s border with Syria as a key measure to control the spread of the COVID-19 virus.
Generally speaking, Jordanians are heavy smokers and 66% of adult males and 17% of adult females smoke on a regular basis, according to a recent study conducted by the Government of Jordan and the World Health Organization. However, recent years have seen many smokers migrating away from cigarettes towards e-vapour products and heated tobacco, both of which are particularly popular among young adults.
Recent years have seen pressure on household incomes in Jordan, leading to falling purchasing power amongst the majority. In turn, this has resulted in a major shift towards cheaper brands of cigarettes and depressed value growth in the category.
The reopening of the hospitality sector as COVID-19 lockdowns and curfews were lifted during 2021 have sales of smoking tobacco. With the threat of contagion having receded, Jordanians were happy to socialise in the on-trade once again, with many returning to their previous habit of smoking shisha with friends in cafés.
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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.See All of Our Definitions
This report originates from Passport, our Tobacco research and analysis database.
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