Our site uses cookies to improve functionality. If you are happy with this select "Accept All". If not, select "Manage Preferences" to learn more about managing your cookie preferences. Follow this link to learn more about our cookie policy and how we use cookies. Or learn more about our privacy policy and how we use and store your data.
Tobacco in Romania
July 2022
Tobacco in 2021: The big picture
Overall, sales of tobacco in Romania in 2021 continued to be driven by cigarettes, which remained the traditional, basic and preferred option for the majority of smokers in the country. Although the Coronavirus (COVID-19) pandemic continued to have a significant effect of consumers’ work, social and leisure lifestyles through restrictions, dictated across the year by three waves of infections, it did not have as strong an impact on cigarettes, or tobacco in general, as in 2020.
2021 key trends
Retail current value sales within tobacco in Romania in 2021 were boosted by excise tax increases across categories. The biggest impact of higher taxation was felt by the largest category, cigarettes, which saw a decline in retail volume sales.
Competitive landscape
The largest category, cigarettes, continued to be dominated by the subsidiaries of three multinationals: British American Tobacco Romania (Pall Mall, Kent brands), JT International (Romania) (Winston, Sobranie) and Philip Morris Romania (Marlboro, L&M), which all operate local manufacturing facilities in Romania. This also provides the leading players with significant resources for exports.
Retailing developments
The retail channels selling tobacco did not suffer major restrictions during 2021, despite the new waves of COVID-19. Independent small grocers dominated retail volume sales of cigarettes due to their wide presence in the country, even in more remote localities.
What next for tobacco?
The forecast period is expected to witness the full return to normal lifestyles, although the pandemic and international political and economic events are likely to continue to affect the country and industry situation in 2022. The vaccination programme, which started at the end of 2020, is expected to bring its strongest results in 2022, leading to a heavier return to the office and social and leisure opportunities, as well as a rise in the country’s economic activity and higher consumer confidence.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cigarettes
Cigars, Cigarillos and Smoking Tobacco
Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tobacco in Romania report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Tobacco in Romania?
Which are the leading brands in Tobacco in Romania?
How are products distributed in Tobacco in Romania?
Which category is the most heavily taxed in Romania?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Romania?
How has COVID-19 impacted demand?
How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
Where is future growth expected to be most dynamic?
Tobacco in Romania
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 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
Vapour products
PRODUCTION/IMPORTS/EXPORTS
MARKET INDICATORS
Table 1 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 2 Sales of Tobacco by Category: Volume 2016-2021Table 3 Sales of Tobacco by Category: Value 2016-2021Table 4 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 5 Sales of Tobacco by Category: % Value Growth 2016-2021Table 6 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 7 Forecast Sales of Tobacco by Category: Value 2021-2026Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
Cigarettes in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heightened health awareness and migration to other tobacco products foster drop in retail volume sales in 2021
Stronger government- and manufacturer-led efforts help to reduce illicit trade volume
Higher excise exerts upward pressure on prices
PROSPECTS AND OPPORTUNITIES
Higher health awareness and migration to alternatives set to continue to depress volume sales
High prices may see some consumers move to the illicit trade
Difficult economic situation provides fertile ground for the growth of the economy segment
TAXATION AND PRICING
Taxation rates
Summary 3 Taxation and Duty Levies 2016-2021
Average cigarette pack price breakdown
Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 10 Sales of Cigarettes: Volume 2016-2021Table 11 Sales of Cigarettes by Category: Value 2016-2021Table 12 Sales of Cigarettes: % Volume Growth 2016-2021Table 13 Sales of Cigarettes by Category: % Value Growth 2016-2021Table 14 Sales of Cigarettes by Blend: % Volume 2016-2021Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2016-2021Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2016-2021Table 17 Sales of Cigarettes by Pack Size: % Volume 2016-2021Table 18 Sales of Cigarettes by Price Band: % Volume 2016-2021Table 19 NBO Company Shares of Cigarettes: % Volume 2017-2021Table 20 LBN Brand Shares of Cigarettes: % Volume 2018-2021Table 21 Sales of Cigarettes by Distribution Format: % Volume 2016-2021Table 22 Illicit Trade Estimate of Cigarettes: Volume 2016-2021Table 23 Forecast Sales of Cigarettes: Volume 2021-2026Table 24 Forecast Sales of Cigarettes by Category: Value 2021-2026Table 25 Forecast Sales of Cigarettes: % Volume Growth 2021-2026Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2021-2026Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2021-2026Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2021-2026Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2021-2026Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2021-2026Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2021-2026
Cigars, Cigarillos and Smoking Tobacco in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Search for new experiences and a stable retail presence push sales of cigars, cigarillos and smoking tobacco
Flavoured options provide a competitive edge over cigarettes for cigarillos
Low prices and perception of sophistication boost the use of fine cut tobacco
PROSPECTS AND OPPORTUNITIES
Greater exposure to smoking options is set to stimulate interest in cigars, cigarillos and smoking tobacco
Lower-priced brands likely to spur a shift from cigarettes to cigarillos
Growing demand for more brands and price points is set to influence distribution trends
CATEGORY DATA
Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2016-2021Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2016-2021Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2016-2021Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2016-2021Table 36 Sales of Cigars by Size: % Volume 2016-2021Table 37 Sales of Cigarillos by Price Platform 2016-2021Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2017-2021Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2018-2021Table 40 NBO Company Shares of Cigars: % Volume 2017-2021Table 41 LBN Brand Shares of Cigars: % Volume 2018-2021Table 42 NBO Company Shares of Cigarillos: % Volume 2017-2021Table 43 LBN Brand Shares of Cigarillos: % Volume 2018-2021Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2017-2021Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2018-2021Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2017-2021Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2018-2021Table 48 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 49 Distribution of Smoking Tobacco by Format: % Volume 2016-2021Table 50 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 51 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Romania
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heated tobacco benefits from local production, strong distribution and a reduced harm and economy perception
Philip Morris Romania shifts focus from cigarettes to heated tobacco
Surge of closed vaping systems adds dynamism to e-vapour products
PROSPECTS AND OPPORTUNITIES
Growth potential for heated tobacco may be affected by an excise tax hike
Philip Morris Romania to continue shift to heated tobacco
Concerns over open vaping systems to boost closed system single use
CATEGORY INDICATORS
Table 54 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 55 Sales of Tobacco Heating Devices: Volume 2016-2021Table 56 Sales of Heated Tobacco: Volume 2016-2021Table 57 Sales of Heated Tobacco: % Volume Growth 2016-2021Table 58 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 59 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 60 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 61 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 62 Sales of E-Liquids by Nicotine Strength: % Value 2019-2021Table 63 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 64 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 65 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 66 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 67 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 68 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 69 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 70 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 71 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 72 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 73 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 74 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 75 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 76 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 77 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2021-2026Table 78 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2021-2026Table 79 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 80 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Tobacco
Fine Cut Cigarettes
Cigars
Cigarillos
Pipe Tobacco
Fine Cut Tobacco
Chewing Tobacco
Loose US-Style Moist Snuff
Portion US-Style Moist Snuff
Swedish-Style Snus
Closed System Single Use
Closed System Rechargeable (including starter kits)
Closed System Cartridges
Open Vaping Systems Charging and Vapourising Devices
E-liquids
Tobacco Heating Devices
Heated Tobacco
Nicotine Pouches
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.