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Country Report

Tobacco in

Tobacco in Kenya

Jun 2021

US$2,100

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

COVID-19 impact on tobacco

Tobacco products were negatively impacted by the outbreak of COVID-19 in 2020, leading to volume declines for cigarettes and cigars, cigarillos and smoking tobacco. Manufacturers recorded sales declines following the publication from the World Health Organisation (WHO), which stated that smokers had a higher risk of death, if they contracted COVID-19.

COVID-19 country impact

On 27 March 2020, in response to the threat of the COVID-19 pandemic, the Kenyan government instituted a nationwide dusk-to-dawn curfew from 19.00-05.

Company response

The Kenyan tobacco competitive landscape only consists of two key players operating in the market, British American Tobacco (BAT) and Mastermind Tobacco. BAT remained the largest of the two players, although in 2020, it witnessed stiff competition from Mastermind Tobacco, owing to the availability of cheaper economy brands including Rocket and Rooster.

Retailing shift

Both online and modern grocery retailers worked together in 2020, allowing consumers to order goods online before having collections or deliveries. These systems allowed consumers to feel safer during the outbreak of COVID-19, as it reduced in-person interactions, and as a consequence, the share of e-commerce increased for the year.

What next for tobacco?

Across the coming five years, there is set to be an ongoing decline in the number of smokers in the country due to rising awareness of the negative health impacts of tobacco products. In 2020, this was further accelerated by the warnings specified by the World Health Organisation, which published findings surrounding smokers having a higher risk of death if they caught COVID-19.

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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 Kenya 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 Kenya, 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 Kenya for free:

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

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 Kenya

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

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

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 Kenya

KEY DATA FINDINGS

2020 IMPACT

Restrictions on movements lead to a decline in sales as social smoking reduces

Health concerns partner with the outbreak of the virus to reduce smoking prevalence

Premium brands suffer as economy offerings become more appealing

RECOVERY AND OPPORTUNITIES

Positive recovery for cigarettes, however, a decline in smoking prevalence challenges sales

Players focus on reduced-risk products to remain competitive on the landscape

BAT continues to lead, despite growing competition from Mastermind Tobacco

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 Kenya

KEY DATA FINDINGS

2020 IMPACT

Reduced income leads to a decline in sales for cigars and cigarillos

COVID-19 negatively impacts the availability of cigars and cigarillos in Kenya

Closure of clubs and hotels damages the sales and consumption of cigars and cigarillos

RECOVERY AND OPPORTUNITIES

2021 remains a challenging year, however, the return of tourism boosts sales

Middle-class consumers drive demand for cigars and cigarillos

Bongani Robusto cigar from Mozambique remains the most popular among consumers

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 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020
Table 45 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025
Table 46 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025
Table 47 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025
Table 48 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025

Megatrends

Country Report

Tobacco in Kenya

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 Kenya

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

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

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Cigarettes in Kenya

KEY DATA FINDINGS

2020 IMPACT

Restrictions on movements lead to a decline in sales as social smoking reduces

Health concerns partner with the outbreak of the virus to reduce smoking prevalence

Premium brands suffer as economy offerings become more appealing

RECOVERY AND OPPORTUNITIES

Positive recovery for cigarettes, however, a decline in smoking prevalence challenges sales

Players focus on reduced-risk products to remain competitive on the landscape

BAT continues to lead, despite growing competition from Mastermind Tobacco

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Kenya

KEY DATA FINDINGS

2020 IMPACT

Reduced income leads to a decline in sales for cigars and cigarillos

COVID-19 negatively impacts the availability of cigars and cigarillos in Kenya

Closure of clubs and hotels damages the sales and consumption of cigars and cigarillos

RECOVERY AND OPPORTUNITIES

2021 remains a challenging year, however, the return of tourism boosts sales

Middle-class consumers drive demand for cigars and cigarillos

Bongani Robusto cigar from Mozambique remains the most popular among consumers

CATEGORY DATA

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

2020 IMPACT

Slow growth in 2020, due to the impact of COVID-19 on spending habits

Higher-income consumers turn to vaping to quench their nicotine cravings

COVID-19 boosts growth for e-commerce, as consumers appreciate its ease

RECOVERY AND OPPORTUNITIES

Vaping continues to appeal to millennials and middle-class consumers

International brands dominate the market across the forecast period

Demand is driven by smokers opting to reduce or quit smoking

Tobacco Free Oral Nicotine in Kenya