Smoking prevalence in New Zealand has been falling for several years due to a combination of rising health awareness, regular increases in excise taxes on tobacco products, restrictive legislative measures and educational campaigns aimed at discouraging the habit. Accordingly, while excise-driven price hikes ensured the local tobacco market registered another positive performance in current value growth terms in 2021, retail volume sales of cigarettes, cigars, cigarillos and smoking tobacco continued to decline as more smokers quit or cut down for the sake of their health and to save money, and fewer young people started smoking.
Following the passing of the Smokefree Environments and Regulated Products (Vaping) Amendment Act 2020, New Zealand’s government began phasing in a new regulatory regime for e-vapour products in 2021. Notable changes included bans on the advertising of these products and their sale to those under 18 years of age, and the prohibition of vaping in almost all of the same public places where smoking is outlawed.
British American Tobacco (New Zealand) Ltd maintained its dominant position in cigarettes in retail volume sales terms in 2021. Imperial Tobacco New Zealand Ltd and Philip Morris (New Zealand) Ltd finished second and third, respectively, and together accounted for the lion’s share of the remaining sales in the category.
New Zealand was more successful than most countries in containing the initial outbreak and spread of COVID-19, hence there were relatively few restrictions on movement and commercial activity over the first half of 2021. This changed with the emergence of the Delta variant, which resulted in a nationwide hard lockdown being imposed in August.
The performance of tobacco in New Zealand over the forecast period is set to be in keeping with its results in 2021. Regular increases in excise taxes will ensure total current value sales continue to grow at robust rates, with high inflation also expected to fuel the expansion of the market in this regard in the short-to-medium term.
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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.
See All of Our DefinitionsThis report originates from Passport, our Tobacco research and analysis database.
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