Executive Summary

Jul 2019
Cigarette volume sales continue to fall steadily while all other traditional categories post positive results

Retail volume sales of cigarettes in Romania continued to decline in 2018, with the category’s ongoing contraction, however, remaining slow. Commentators believe this is down to efforts taken to curb smoking prevalence having reached something of a ceiling.

Cigarettes continue to be heavily marketed while consumers are also becoming increasingly attracted to heated tobacco

The slow decline in sales of cigarettes can perhaps be attributed to still relatively high smoking prevalence in Romania due to smoking being a deep-rooted tradition but also the fact that these products continue to be heavily marketed, with the latter also being the case for heated tobacco. While the law in Romania prohibits most forms of direct advertising, including television, radio, print media and outdoor advertising, point-of-sale advertising is not prohibited.

Three multinationals dominate cigarettes while e-vapour products remains fragmented

British American Tobacco remained the clear leader in cigarettes in 2018, commanding nearly one half of overall volume sales, with Philip Morris and JT International ranking second and third, respectively, and accounting for most of the category’s remaining sales. These three manufacturers have together dominated the category for many years thanks to strong brands such as Kent, Marlboro, Pall Mall and Winston, all of which benefit from widespread distribution and significant marketing support.

Grocery retailers lead cigarette sales but independent small grocers and newsagent-tobacconists/kiosks lose ground to supermarkets and tobacco specialists

The leading distribution channel for cigarettes in 2018 remained grocery retailers, led by independent small grocers and newsagent-tobacconists/kiosks. However, the share of the two channels declined slowly over the course of the review period, mainly in favour of supermarkets and tobacco specialists, with the former in particular benefiting from the expansion of modern grocery retailing in Romania, not only in urban areas but also rural ones.

Decline in cigarette volume sales set to accelerate over the forecast period

When compared to the review period the decline in retail volume sales of cigarettes in Romania is expected to accelerate over the forecast period. The category will continue to be adversely affected by falling smoking prevalence as a result of increased health consciousness but also rising prices due to ongoing tax hikes and regulations such as the ban on smoking in enclosed places and flavoured products, with menthol variants also set to be outlawed.

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Tobacco in Romania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tobacco industry in Romania 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 Romania, 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 Romania for free:

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

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.

Tobacco in Romania

EXECUTIVE SUMMARY

Cigarette volume sales continue to fall steadily while all other traditional categories post positive results
Cigarettes continue to be heavily marketed while consumers are also becoming increasingly attracted to heated tobacco
Three multinationals dominate cigarettes while e-vapour products remains fragmented
Grocery retailers lead cigarette sales but independent small grocers and newsagent-tobacconists/kiosks lose ground to supermarkets and tobacco specialists
Decline in cigarette volume sales set to accelerate over the forecast period

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
Flavoured tobacco product ban
Reduced harm
E-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

Cigarettes in Romania

HEADLINES

PROSPECTS

Cigarette volume sales continue to fall only slowly but a stronger annual decline is expected over the forecast period
A stronger contraction for the category is, however, anticipated over the forecast period.
Illicit trade increases slightly in 2018
Internet retailing and modern grocery retailers the fastest growing distribution channels

COMPETITIVE LANDSCAPE

British American Tobacco remains the clear leader in cigarettes through its popular Kent brand
Philip Morris increasingly focusing on heated tobacco as the future of the industry
JT International maintains its focus on the mid-priced and economy segments

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 10 Sales of Cigarettes: Volume 2013-2018
Table 11 Sales of Cigarettes by Category: Value 2013-2018
Table 12 Sales of Cigarettes: % Volume Growth 2013-2018
Table 13 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 14 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 17 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 18 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 19 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 20 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 23 Forecast Sales of Cigarettes: Volume 2018-2023
Table 24 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Cigars, Cigarillos and Smoking Tobacco in Romania

HEADLINES

PROSPECTS

Cigars benefiting from affluent consumers seeking more premium offerings
Cigarillos seen as a cheaper and more convenient alternative to cigars
Growth of smoking tobacco continues to slow

COMPETITIVE LANDSCAPE

Cigars and cigarillos remain largely in the hands of local player JPB Trade
Smoking tobacco continues to be a hugely fragmented category
Domestic players find it difficult to enter the category due to locals’ high quality expectations

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 36 Sales of Cigars by Size: % Volume 2013-2018
Table 37 Sales of Cigarillos by Price Platform 2013-2018
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 40 NBO Company Shares of Cigars: % Volume 2014-2018
Table 41 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 42 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 43 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 48 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 49 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 50 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 51 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Heated tobacco continues to recruit new consumers
E-vapour products posts a decline in value sales for the first time
Possible legislation ahead for heated tobacco products

COMPETITIVE LANDSCAPE

Philip Morris remains in control of heated tobacco but could face challenges over the forecast period
British American Tobacco ventures into heated tobacco following its foray into other next generation products
Ritchy Group strengthens its lead in the fragmented e-vapour products category

CATEGORY INDICATORS

Table 54 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 55 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 56 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 57 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 58 Sales of Tobacco Heating Devices: Value 2013-2018
Table 59 Sales of Heated Tobacco: Volume 2013-2018
Table 60 Sales of Heated Tobacco: Value 2013-2018
Table 61 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 62 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 63 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 64 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 65 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 66 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 67 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 68 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 69 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 70 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 71 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 72 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 73 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 74 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 75 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 76 Forecast Sales of Heated Tobacco: Value 2018-2023