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Country Report

Tobacco in

Tobacco in Malaysia

Jul 2019

US$2,100

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Executive Summary

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Return to growth despite illicit trade increase in cigarettes

Overall tobacco returned to minor current value growth in 2018, after a strong decline in 2017. Cigarettes continued to decline in both volume and current value terms, although the declines were slower than in the previous year, due to improved consumer sentiment and product innovation.

Confusion around cigarette pricing is resolved by government intervention

During the implementation of the new SST tax system in September 2018, there was confusion around cigarette pricing. Prices initially rose after the 10% SST was implemented, as tobacco tax rises should be fully passed on to consumers under Ministry of Health regulations.

Concentration in cigarettes, fragmentation in other tobacco categories

British American Tobacco (Malaysia) continued to lead the very concentrated cigarettes category in retail volume terms in 2018, although it saw a slight decline in its share. This was due to strong competition from second-placed JT International Tobacco, and from Philip Morris, which saw strong growth for its economy brand Chesterfield in particular.

Distribution varies according to the tobacco category

Cigarettes are mostly distributed via grocery retailers. Convenience stores in particular are popular amongst smokers, due to the high number of outlets and their convenient locations.

Decline in cigarette volumes despite reduction in illicit trade due to reduced smoking prevalence

Tobacco is expected to see a strong current value CAGR in the forecast period, with growth expected in all categories. A significant part of this growth will be due to the reduction in illicit trade of cigarettes, as the government is strengthening its enforcement of the country’s borders and has implemented higher fines for illicit trade.

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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 Malaysia 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 Malaysia, 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 Malaysia for free:

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

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 Malaysia

EXECUTIVE SUMMARY

Return to growth despite illicit trade increase in cigarettes

Confusion around cigarette pricing is resolved by government intervention

Concentration in cigarettes, fragmentation in other tobacco categories

Distribution varies according to the tobacco category

Decline in cigarette volumes despite reduction in illicit trade due to reduced smoking prevalence

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Plain packaging

Advertising and sponsorship

Distribution of tobacco-branded gifts (e.g. cigarette-branded lighters, pens, etc)

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 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

Cigars, Cigarillos and Smoking Tobacco in Malaysia

HEADLINES

PROSPECTS

Wider availability and greater awareness leads cigars and cigarillos to become more mainstream

Fine cut tobacco is boosted by rising cigarette prices and personalisation

Price rises and duty free slow growth in cigars

COMPETITIVE LANDSCAPE

Swisher International maintains its lead due to wide flavour and filter variants

Cigar Malaysia opens new store and carries out awareness-raising online and in-store

Increasing distribution through abundant convenience stores and supermarkets

CATEGORY DATA

Table 10 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 11 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 12 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 13 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 14 Sales of Cigars by Size: % Volume 2013-2018
Table 15 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 16 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 17 NBO Company Shares of Cigars: % Volume 2014-2018
Table 18 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 19 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 20 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 21 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 22 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 23 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 24 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 25 NBO Company Shares of Fine Cut Tobacco: % Volume 2014-2018
Table 26 LBN Brand Shares of Fine Cut Tobacco: % Volume 2015-2018
Table 27 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 28 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 29 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 30 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 31 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 32 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Slower growth for open vaping systems as competition from alternatives increases

Launch of heated tobacco products could disrupt cigarettes but legislation is unclear

Legislation due in 2019, which may lead to launches by global players

COMPETITIVE LANDSCAPE

After its launch in 2018, exceptional growth expected for heated tobacco

New brands lead to further fragmentation in open vaping systems

Sleek designs ensure growth for closed vaping systems

CATEGORY INDICATORS

Table 33 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 34 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 35 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 36 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 37 Sales of Tobacco Heating Devices: Value 2013-2018
Table 38 Sales of Heated Tobacco: Volume 2013-2018
Table 39 Sales of Heated Tobacco: Value 2013-2018
Table 40 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 41 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 42 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 43 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 44 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 45 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 46 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 47 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 48 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 49 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 50 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 51 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 52 Forecast Sales of Heated Tobacco: Value 2018-2023

Cigarettes in Malaysia

HEADLINES

PROSPECTS

Price rises and wider availability boost sales of economy cigarettes

Fines and greater enforcement to tackle illicit trade and boost legal sales

Government efforts and alternatives to cigarettes set to reduce smoking prevalence

COMPETITIVE LANDSCAPE

British American Tobacco maintains its lead despite share decline for Dunhill

Point of sale displays in stores to interest consumers

SST leads to a price war, which is ended by the government

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 53 Sales of Cigarettes: Volume 2013-2018
Table 54 Sales of Cigarettes by Category: Value 2013-2018
Table 55 Sales of Cigarettes: % Volume Growth 2013-2018
Table 56 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 57 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 58 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 59 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 60 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 61 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 62 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 63 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 64 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 65 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 66 Forecast Sales of Cigarettes: Volume 2018-2023
Table 67 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 68 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 69 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 70 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 71 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 72 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 73 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 74 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

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Megatrends

Country Report

Tobacco in Malaysia

New Report Guarantee

Executive Summary

New Report Guarantee

Return to growth despite illicit trade increase in cigarettes

Confusion around cigarette pricing is resolved by government intervention

Concentration in cigarettes, fragmentation in other tobacco categories

Distribution varies according to the tobacco category

Decline in cigarette volumes despite reduction in illicit trade due to reduced smoking prevalence

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tobacco in Malaysia

EXECUTIVE SUMMARY

Return to growth despite illicit trade increase in cigarettes

Confusion around cigarette pricing is resolved by government intervention

Concentration in cigarettes, fragmentation in other tobacco categories

Distribution varies according to the tobacco category

Decline in cigarette volumes despite reduction in illicit trade due to reduced smoking prevalence

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Plain packaging

Advertising and sponsorship

Distribution of tobacco-branded gifts (e.g. cigarette-branded lighters, pens, etc)

Point-of-sale display bans

Smoking in public places

Flavoured tobacco product ban

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigars, Cigarillos and Smoking Tobacco in Malaysia

HEADLINES

PROSPECTS

Wider availability and greater awareness leads cigars and cigarillos to become more mainstream

Fine cut tobacco is boosted by rising cigarette prices and personalisation

Price rises and duty free slow growth in cigars

COMPETITIVE LANDSCAPE

Swisher International maintains its lead due to wide flavour and filter variants

Cigar Malaysia opens new store and carries out awareness-raising online and in-store

Increasing distribution through abundant convenience stores and supermarkets

CATEGORY DATA

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

HEADLINES

PROSPECTS

Slower growth for open vaping systems as competition from alternatives increases

Launch of heated tobacco products could disrupt cigarettes but legislation is unclear

Legislation due in 2019, which may lead to launches by global players

COMPETITIVE LANDSCAPE

After its launch in 2018, exceptional growth expected for heated tobacco

New brands lead to further fragmentation in open vaping systems

Sleek designs ensure growth for closed vaping systems

CATEGORY INDICATORS

CATEGORY DATA

Cigarettes in Malaysia

HEADLINES

PROSPECTS

Price rises and wider availability boost sales of economy cigarettes

Fines and greater enforcement to tackle illicit trade and boost legal sales

Government efforts and alternatives to cigarettes set to reduce smoking prevalence

COMPETITIVE LANDSCAPE

British American Tobacco maintains its lead despite share decline for Dunhill

Point of sale displays in stores to interest consumers

SST leads to a price war, which is ended by the government

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

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