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Tobacco in Switzerland
July 2022
Tobacco in 2021: The big picture
After the category growth seen in 2020 during the time of the COVID-19 pandemic, with consumers in home-seclusion and seeking a relief from stress, many tobacco products are now decreasing again in line with consumers returning to work and enjoying out-of-home activities again. Furthermore, consumers are increasingly aware of the levels of harmful chemicals in tobacco smoke and, as people return to more active lifestyles, they are also more health aware.
2021 key trends: new legislation voted
Stricter legislations on tobacco advertising, voted in 2022, are to be enforced in 2023. As per this legislation, tobacco companies will be forbidden to display their advertising in public spaces.
Competitive landscape: Philip Morris International launches Iqos Iluma
Tobacco giant Philip Morris SA leads cigarettes and heated tobacco, with an increasing focus on its alternative smoking products, away from traditional cigarettes. Philip Morris had an immediate impact with the launch of its HEETS heated tobacco brand in 2015, and the brand continued to record strong growth over the rest of the review period.
Retailing developments
In 2021, non-essential stores which were closed most of 2020 were allowed to reopen again. As a result, a shift from grocery retailers to non-grocery retailers, such as newsagents, tobacconists, and kiosks, was seen in 2021.
Future prospects: companies expected to invest further in the heated tobacco format
Heat-not-burn technology will likely become increasingly popular among adult smokers. Leading players such as Philip Morris are expected to continue investing in this category of products, as the company seeks to build a smoke-free future.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
Which are the leading brands in Tobacco in Switzerland?
How are products distributed in Tobacco in Switzerland?
Which category is the most heavily taxed in Switzerland?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Switzerland?
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 Switzerland
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends: new legislation voted
Competitive landscape: Philip Morris International launches Iqos Iluma
Retailing developments
Future prospects: companies expected to invest further in the heated tobacco format
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
Flavoured tobacco product ban
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 Switzerland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cigarettes return to a downwards trend after the boost seen during the pandemic
New product developments continue to tempt smokers, as Switzerland’s legislations remain relatively liberal
Tobacco giants maintain their top shares, with Philip Morris SA in the lead
PROSPECTS AND OPPORTUNITIES
Downwards trend to continue over the forecast period, with new legislations expected to add to this
Strong competition from reduced-risk products will place additional negative pressure on cigarettes
Tighter legislations requested over the forecast period, with 2023 set to be a critical year
TAXATION AND PRICING
Taxation rates
Summary 3 Taxation and Duty Levies 2016-2021 (example for the most popular brand at CHF8.80)
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 Switzerland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fine cut tobacco continues to benefit from consumers trading down, although premiumisation trends also expected
Cigars and cigarillos perceived as occasional treats and thus less harmful than daily cigarettes
Popularity of water pipes boosts sales of pipe tobacco, with a number of new product launches seen
PROSPECTS AND OPPORTUNITIES
Cigars, cigarillos and smoking tobacco set to fare better than standard cigarettes, due to more options and fewer regulations
Polarisation expected in fine cut tobacco, as players launch trendy new variants
Distribution and promotional activities to remain limited, while occasions will likely remain high
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 NBO Company Shares of Fine Cut Tobacco: % Volume 2017-2021Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2018-2021Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 51 Distribution of Smoking Tobacco by Format: % Volume 2016-2021Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Switzerland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heated tobacco sees ongoing success, whilst e-vapour products continue to struggle midst uncertainty following the Juul scandal
Swedish-style snus boosted by “ice hockey drug” associations, while discreet tobacco pouches also see demand
NPDs and innovation
PROSPECTS AND OPPORTUNITIES
Smokeless tobacco and heated tobacco set to drive sales with ongoing innovations over the forecast period
Potential future tax on e-cigarettes looms, as part of a move to discourage young people from taking up the habit
Players plan their future strategies to follow trends and move with the times
CATEGORY INDICATORS
Table 56 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 57 Sales of Smokeless Tobacco by Category: Volume 2016-2021Table 58 Sales of Smokeless Tobacco by Category: % Volume Growth 2016-2021Table 59 Sales of Tobacco Heating Devices: Volume 2016-2021Table 60 Sales of Heated Tobacco: Volume 2016-2021Table 61 Sales of Heated Tobacco: % Volume Growth 2016-2021Table 62 Sales of Heated Tobacco: % Volume Growth 2017-2021Table 63 Sales of Heated Tobacco: % Volume Growth 2019-2021Table 64 Sales of Heated Tobacco: % Volume Growth 2020-2021Table 65 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 66 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 67 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2019-2021Table 68 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2020-2021Table 69 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 70 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 71 Sales of E-Liquids by Nicotine Strength: % Value 2019-2021Table 72 NBO Company Shares of Smokeless Tobacco: % Volume 2017-2021Table 73 LBN Brand Shares of Smokeless Tobacco: % Volume 2018-2021Table 74 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 75 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 76 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 77 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 78 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 79 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 80 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 81 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2018-2021Table 82 Distribution of Smokeless Tobacco by Format: % Volume 2016-2021Table 83 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 84 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 85 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 86 Forecast Sales of Smokeless Tobacco by Category: Volume 2021-2026Table 87 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2021-2026Table 88 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 89 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 90 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 91 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 92 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 93 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2021-2026Table 94 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2021-2026Table 95 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 96 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.