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Country Report

Tobacco in

Tobacco in Romania

Jun 2021

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Executive Summary

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COVID-19 impact on tobacco

Tobacco recorded positive growth in 2020, driven by the dominant cigarettes. Distribution of the latter was not particularly impacted by the pandemic and subsequent lockdown, as sales are dominated by grocery retailers such as independent small grocers which were permitted to remain open.

COVID-19 country impact

On 24 March 2020, Romania went into lockdown, with tight restrictions on leaving home, particularly for older people. Non-essential business premises were shut down from 24 March, with many resorting to remote working.

Company response

Because there were no major restrictions placed on the distribution of tobacco in 2020 apart from the closure of tobacco specialists and vape stores during the lockdown, no changes were required in terms of activity by players. The largest category of cigarettes continued to be dominated by three main multinationals; British American Tobacco (Pall Mall, Kent), JT International (Winston, Sobranie) and Philip Morris (Marlboro, L&M) all have local manufacturing facilities in Romania, which are also significant sources for export.

Retailing shift

All grocery retailers remained open during the lockdown, with independent small grocers, convenience stores, and supermarkets amongst others gaining share as a result of horeca closures, as they sell cigarettes. E-commerce on the other hand, was a significant channel for cigars, cigarillos, smoking tobacco, e-vapour products (particularly due to the closure of non-grocery specialists such as vape stores) and heated tobacco during 2020, gaining ground due to the closure of tobacco specialists during the lockdown.

What next for tobacco?

2021 is likely to see a gradual return to normality over the course of the year in terms of a return to work, reopening of educational facilities, and greater socialising as restrictions start to relax, amidst an ongoing vaccination programme and falling cases of the virus. However, even with the recovery of the local economy moving forward once the country welcomes back tourists and consumer confidence returns, the dominant cigarettes is predicted to see a gradual decline in demand over the forecast period in line with a further drop in smoking prevalence amongst the adult population, and a greater shift towards alternative tobacco products such as heated tobacco and non-cig-a-like closed system.

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Tobacco Sample Report Tobacco Sample Data

Overview

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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 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.

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Tobacco in Romania

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

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 Romania

KEY DATA FINDINGS

2020 IMPACT

Positive but slower demand for cigarettes in 2020, with polarising trends noted in terms of affordability

Illicit trade continues to fall due to strict border controls during pandemic

British American Tobacco retains overall dominance with wide brand portfolio

RECOVERY AND OPPORTUNITIES

Further decline in smoking prevalence and switch to alternative tobacco products to have negative impact on cigarettes

Lower overall decline for illicit trade by 2025 if taxes further push up retail price

Government to consider impact of raising much needed revenue following spending on tackling pandemic

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 Romania

KEY DATA FINDINGS

2020 IMPACT

Positive performance, with fine cut tobacco particularly benefiting from trading down from cigarettes

Tobacco specialists dominates despite lockdown closures, but e-commerce benefits

JPB Trade retains overall leadership due to local distribution of globally-renowned brands

RECOVERY AND OPPORTUNITIES

Overall positive outlook for cigars and cigarillos as more affluent consumers less impacted financially by pandemic

Fine cut tobacco to continue to benefit from trading down from cigarettes

E-commerce likely to further penetrate distribution

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 NBO Company Shares of Smoking Tobacco: % Volume 2016-2020
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2017-2020
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2016-2020
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2017-2020
Table 48 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020
Table 49 Distribution of Smoking Tobacco by Format: % Volume 2015-2020
Table 50 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025
Table 51 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025

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

KEY DATA FINDINGS

2020 IMPACT

E-vapour suffers second year of decline due to number of factors

Heated tobacco products continues to benefit from more positive perception and greater availability during lockdown

Investments in local production supports development of heated tobacco

RECOVERY AND OPPORTUNITIES

Heated tobacco offers greatest potential for further growth

Despite limited competition within heated tobacco, players likely to continue to innovate to attract consumers

Niche of closed vaping products offers further potential for growth and development

CATEGORY INDICATORS

Table 54 Number of Adult Vapers 2015-2020

CATEGORY DATA

Table 55 Sales of Tobacco Heating Devices: Volume 2015-2020
Table 56 Sales of Tobacco Heating Devices: % Volume Growth 2016-2020
Table 57 Sales of Heated Tobacco: Volume 2015-2020
Table 58 Sales of Heated Tobacco: % Volume Growth 2016-2020
Table 59 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2015-2020
Table 60 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2015-2020
Table 61 Sales of E-Liquids by Nicotene Strength: % Value 2018-2020
Table 62 NBO Company Shares of E-Vapour Products: % Value 2016-2020
Table 63 LBN Brand Shares of E-Vapour Products: % Value 2017-2020
Table 64 NBO Company Shares of Tobacco Heating Devices: % Volume 2016-2020
Table 65 LBN Brand Shares of Tobacco Heating Devices: % Volume 2017-2020
Table 66 NBO Company Shares of Heated Tobacco: % Volume 2016-2020
Table 67 LBN Brand Shares of Heated Tobacco: % Volume 2017-2020
Table 68 Distribution of E-Vapour Products by Format: % Value 2015-2020
Table 69 Distribution of Tobacco Heating Devices by Format: % Volume 2015-2020
Table 70 Distribution of Heated Tobacco by Format: % Volume 2015-2020
Table 71 Forecast Sales of Tobacco Heating Devices: Volume 2020-2025
Table 72 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2020-2025
Table 73 Forecast Sales of Heated Tobacco: Volume 2020-2025
Table 74 Forecast Sales of Heated Tobacco: % Volume Growth 2020-2025
Table 75 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2020-2025
Table 76 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2020-2025

Tobacco Free Oral Nicotine in Romania

KEY DATA FINDINGS

2020 IMPACT

Tobacco free oral nicotine enters Romania in form of nicotine pouches

Foreign e-commerce is main distribution channel in 2020

Fragmented competitive landscape represented by smaller brands

RECOVERY AND OPPORTUNITIES

Despite positive outlook, category likely to remain a niche in the short term

Younger adults more comfortable in placing online orders offer target audience

Improved efforts to market nicotine pouches needed to create greater awareness

CATEGORY DATA

Table 77 Sales of Tobacco Free Oral Nicotine: Volume 2015-2020
Table 78 Sales of Tobacco Free Oral Nicotine by Category: Value 2015-2020
Table 79 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2020-2025
Table 80 Forecast Sales of Tobacco Free Oral Nicotine by Category: Value 2020-2025
Table 81 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2020-2025
Table 82 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tobacco in Romania

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 Romania

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

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 Romania

KEY DATA FINDINGS

2020 IMPACT

Positive but slower demand for cigarettes in 2020, with polarising trends noted in terms of affordability

Illicit trade continues to fall due to strict border controls during pandemic

British American Tobacco retains overall dominance with wide brand portfolio

RECOVERY AND OPPORTUNITIES

Further decline in smoking prevalence and switch to alternative tobacco products to have negative impact on cigarettes

Lower overall decline for illicit trade by 2025 if taxes further push up retail price

Government to consider impact of raising much needed revenue following spending on tackling pandemic

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Romania

KEY DATA FINDINGS

2020 IMPACT

Positive performance, with fine cut tobacco particularly benefiting from trading down from cigarettes

Tobacco specialists dominates despite lockdown closures, but e-commerce benefits

JPB Trade retains overall leadership due to local distribution of globally-renowned brands

RECOVERY AND OPPORTUNITIES

Overall positive outlook for cigars and cigarillos as more affluent consumers less impacted financially by pandemic

Fine cut tobacco to continue to benefit from trading down from cigarettes

E-commerce likely to further penetrate distribution

CATEGORY DATA

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

KEY DATA FINDINGS

2020 IMPACT

E-vapour suffers second year of decline due to number of factors

Heated tobacco products continues to benefit from more positive perception and greater availability during lockdown

Investments in local production supports development of heated tobacco

RECOVERY AND OPPORTUNITIES

Heated tobacco offers greatest potential for further growth

Despite limited competition within heated tobacco, players likely to continue to innovate to attract consumers

Niche of closed vaping products offers further potential for growth and development

CATEGORY INDICATORS