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Country Report

Tobacco in

Tobacco in Serbia

Jul 2019

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Executive Summary

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Cigarette sales continue to fall due to the popularity of illicit fine cut tobacco and increasing taxation

Cigarettes and pipe tobacco continued to record declines in retail volume sales in 2018, with this downward trajectory having begun before the start of the review period. Cigarettes continued to be affected by a number of factors, but particularly the ongoing popularity of illicit fine cut tobacco, resulting in a fall in Serbians smoking legally sold cigarettes.

British American Tobacco enters heated tobacco and puts pressure on Philip Morris

Philip Morris introduced heated tobacco products to the Serbian market in 2017, positioning these as the biggest innovation in tobacco over the last decade. The launch of its Iqos heated tobacco device and HEETS heated tobacco sticks was heavily supported by point-of-sale banners and promotions, with these continuing in 2018.

British American Tobacco narrows gap at the top within cigarettes through heavy marketing investment

Cigarettes in Serbia remained largely in the hands of multinationals in 2018, with Philip Morris commanding a clear lead over British American Tobacco, which itself overtook JT International to claim second position. There were a few local players present, with the most prominent being Monus.

Distribution landscape remains fairly stable, although discounters gain share in cigarettes as Lidl enters Serbia

Grocery retailers continued to almost totally dominate cigarette sales in 2018, with the distribution landscape remaining largely unchanged. However, over the course of the review period, traditional channels such as newsagent-tobacconists/kiosks and independent small grocers slowly lost share to modern grocery retailers such as supermarkets and discounters, with the latter channel benefiting from the entry of Lidl into Serbia in 2018.

Cigarettes to suffer over forecast period due to growing health consciousness and rising retail prices, resulting in other categories performing well

Retail volume sales of cigarettes are expected to continue to fall in Serbia over the forecast period due to an ongoing steady decline in smoking prevalence, as a result of rising cigarette prices and increasing health-consciousness. The same situation will be seen in pipe tobacco, whose consumer base is continually shrinking due to a lack of new recruits, while cigars and cigarillos and fine cut tobacco are set to record positive volume growth, particularly the latter, which will likely continue to benefit from consumers migrating from cigarettes due to notably lower unit prices per stick.

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Tobacco Sample Report Tobacco Sample Data

Overview

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Overview

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

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

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 Serbia

EXECUTIVE SUMMARY

Cigarette sales continue to fall due to the popularity of illicit fine cut tobacco and increasing taxation

British American Tobacco enters heated tobacco and puts pressure on Philip Morris

British American Tobacco narrows gap at the top within cigarettes through heavy marketing investment

Distribution landscape remains fairly stable, although discounters gain share in cigarettes as Lidl enters Serbia

Cigarettes to suffer over forecast period due to growing health consciousness and rising retail prices, resulting in other categories performing well

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

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

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 Serbia

HEADLINES

PROSPECTS

Cigarette volume sales continue to fall due to rising prices and switch to illicit fine cut tobacco

Cigarette production and exports set to increase following Philip Morris and JT International’s investment in new manufacturing lines

Modern grocery retailers slowly gain share as consumers change their shopping habits and Lidl arrives on the scene

COMPETITIVE LANDSCAPE

Philip Morris continues to benefit from the launch of low-priced L&M Loft

British American Tobacco invests in Pall Mall marketing activities to gain share

Manufacturers continue to rationalise their product portfolios

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 Serbia

HEADLINES

PROSPECTS

Fine cut tobacco remains the best performer, but stronger sales hampered by those of illicit trade

Cigarillos continues to outperform cigars due to improved distribution and changing consumer habits

Shift to grocery retailers to boost sales of cigars and cigarillos over the forecast period

COMPETITIVE LANDSCAPE

British American Tobacco’s share is significantly boosted by Pall Mall, but Imperial Tobacco still leads

Various fine cut tobacco brands disappear from the marketplace

Dannemann Cigarrenfabrik continues to dominate cigarillos but is outperformed by lesser-known players such as Arnold André Cigars

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 NBO Company Shares of Fine Cut Tobacco: % Volume 2014-2018
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2015-2018
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Number of vapers continues to steadily increase as Serbians try to quit smoking cigarettes

Questions remain as to the impact of heated tobacco on health

Consumers benefit from a wider variety of flavours in e-liquids

COMPETITIVE LANDSCAPE

Philip Morris still controls heated tobacco but is likely to face increasing competition over the forecast period

Promotional activities used by Philip Morris to further drive the switch from cigarettes to heated tobacco, with more expected going forward

Umbrella Corp leads e-vapour products thanks to its strength in both open and closed vaping systems

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 59 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 60 Sales of Tobacco Heating Devices: Value 2013-2018
Table 61 Sales of Heated Tobacco: Volume 2013-2018
Table 62 Sales of Heated Tobacco: Value 2013-2018
Table 63 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 64 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 65 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 66 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 67 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 68 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 69 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 70 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 71 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 72 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 73 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 74 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 75 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 76 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 77 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 78 Forecast Sales of Heated Tobacco: Value 2018-2023

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Megatrends

Country Report

Tobacco in Serbia

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Executive Summary

New Report Guarantee

Cigarette sales continue to fall due to the popularity of illicit fine cut tobacco and increasing taxation

British American Tobacco enters heated tobacco and puts pressure on Philip Morris

British American Tobacco narrows gap at the top within cigarettes through heavy marketing investment

Distribution landscape remains fairly stable, although discounters gain share in cigarettes as Lidl enters Serbia

Cigarettes to suffer over forecast period due to growing health consciousness and rising retail prices, resulting in other categories performing well

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Overview

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Table of Contents

Tobacco in Serbia

EXECUTIVE SUMMARY

Cigarette sales continue to fall due to the popularity of illicit fine cut tobacco and increasing taxation

British American Tobacco enters heated tobacco and puts pressure on Philip Morris

British American Tobacco narrows gap at the top within cigarettes through heavy marketing investment

Distribution landscape remains fairly stable, although discounters gain share in cigarettes as Lidl enters Serbia

Cigarettes to suffer over forecast period due to growing health consciousness and rising retail prices, resulting in other categories performing well

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

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigarettes in Serbia

HEADLINES

PROSPECTS

Cigarette volume sales continue to fall due to rising prices and switch to illicit fine cut tobacco

Cigarette production and exports set to increase following Philip Morris and JT International’s investment in new manufacturing lines

Modern grocery retailers slowly gain share as consumers change their shopping habits and Lidl arrives on the scene

COMPETITIVE LANDSCAPE

Philip Morris continues to benefit from the launch of low-priced L&M Loft

British American Tobacco invests in Pall Mall marketing activities to gain share

Manufacturers continue to rationalise their product portfolios

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Serbia

HEADLINES

PROSPECTS

Fine cut tobacco remains the best performer, but stronger sales hampered by those of illicit trade

Cigarillos continues to outperform cigars due to improved distribution and changing consumer habits

Shift to grocery retailers to boost sales of cigars and cigarillos over the forecast period

COMPETITIVE LANDSCAPE

British American Tobacco’s share is significantly boosted by Pall Mall, but Imperial Tobacco still leads

Various fine cut tobacco brands disappear from the marketplace

Dannemann Cigarrenfabrik continues to dominate cigarillos but is outperformed by lesser-known players such as Arnold André Cigars

CATEGORY DATA

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

HEADLINES

PROSPECTS

Number of vapers continues to steadily increase as Serbians try to quit smoking cigarettes

Questions remain as to the impact of heated tobacco on health

Consumers benefit from a wider variety of flavours in e-liquids

COMPETITIVE LANDSCAPE

Philip Morris still controls heated tobacco but is likely to face increasing competition over the forecast period

Promotional activities used by Philip Morris to further drive the switch from cigarettes to heated tobacco, with more expected going forward

Umbrella Corp leads e-vapour products thanks to its strength in both open and closed vaping systems

CATEGORY INDICATORS

CATEGORY DATA

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