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Tobacco in the Philippines
July 2022
Tobacco in 2021: The big picture
The Philippine market saw tobacco products other than cigarettes, such as cigars and cigarillos, e-vapour products and heated tobacco register growth in 2021 thanks to a more favourable economic environment in the country and the roll-out of vaccinations, which improved the situation in terms of the labour force and disposable incomes. With the health and wellness trend remaining prominent, this meant greater support for e-vapour products and heated tobacco, which are touted to be less harmful than cigarettes.
Cigarettes faces more threats to recovery
The Philippines saw the expansion of the illicit trade in cigarettes in 2021. This came in the same year as, and was not entirely unrelated to, an increase in unitary tax.
Competitive landscape
PMFTC remained dominant in cigarettes and heated tobacco in 2021, thanks to its strong brand equity and unmatched distribution. Despite the looming effects of illicit trade in cigarettes, the decline in overall market share of the company did not thwart its market leadership.
Retailing developments
While other grocery retailers continue to contribute the bulk of cigarette sales, there has been notable growth in e-commerce. The ease of transactions on Shopee and Lazada has offered growth opportunities in cigars and cigarillos, e-vapour products, and heated tobacco.
What next for tobacco?
The unitary taxation of cigarettes will continue to put pressure on the established players in the market, which could result in price wars. Rising taxation is likely to increase the threat represented to cigarettes by illicit trade, especially as official efforts to counter the trade were weakened during the COVID-19 crisis.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Philippines 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 Philippines, 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 Philippines 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 Philippines?
Which are the leading brands in Tobacco in Philippines?
How are products distributed in Tobacco in Philippines?
Which category is the most heavily taxed in Philippines?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Philippines?
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 the Philippines
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
Cigarettes faces more threats to recovery
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
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 the Philippines
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cigarette volume sales continues to plummet
Cigarettes faces a threat from heated tobacco
Economy cigarettes gaining ground again
PROSPECTS AND OPPORTUNITIES
Negative outlook for cigarettes
Other grocery retailers will continue to command the bulk of volume sales
Support for heated tobacco will threaten cigarettes
TAXATION AND PRICING
Taxation rates
Table 10 Taxation and Duty Levies 2016-2021
Average cigarette pack price breakdown
Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 11 Sales of Cigarettes: Volume 2016-2021Table 12 Sales of Cigarettes by Category: Value 2016-2021Table 13 Sales of Cigarettes: % Volume Growth 2016-2021Table 14 Sales of Cigarettes by Category: % Value Growth 2016-2021Table 15 Sales of Cigarettes by Blend: % Volume 2016-2021Table 16 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2016-2021Table 17 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2016-2021Table 18 Sales of Cigarettes by Pack Size: % Volume 2016-2021Table 19 Sales of Cigarettes by Price Band: % Volume 2016-2021Table 20 NBO Company Shares of Cigarettes: % Volume 2017-2021Table 21 LBN Brand Shares of Cigarettes: % Volume 2018-2021Table 22 Sales of Cigarettes by Distribution Format: % Volume 2016-2021Table 23 Illicit Trade Estimate of Cigarettes: Volume 2016-2021Table 24 Forecast Sales of Cigarettes: Volume 2021-2026Table 25 Forecast Sales of Cigarettes by Category: Value 2021-2026Table 26 Forecast Sales of Cigarettes: % Volume Growth 2021-2026Table 27 Forecast Sales of Cigarettes by Category: % Value Growth 2021-2026Table 28 Forecast Sales of Cigarettes by Blend: % Volume 2021-2026Table 29 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2021-2026Table 30 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2021-2026Table 31 Forecast Sales of Cigarettes by Pack Size: % Volume 2021-2026Table 32 Forecast Sales of Cigarettes by Price Band: % Volume 2021-2026
Cigars, Cigarillos and Smoking Tobacco in the Philippines
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cigars and cigarillos reports growth
E-commerce becomes increasingly important
Established players continue to build around luxury lifestyle
PROSPECTS AND OPPORTUNITIES
Positive outlook for cigars and cigarillos
E-commerce will remain relevant post-pandemic
Collaborations with whisky makers may be key to sustainability of the category
CATEGORY DATA
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2016-2021Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2016-2021Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2016-2021Table 36 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2016-2021Table 37 Sales of Cigars by Size: % Volume 2016-2021Table 38 Sales of Cigarillos by Price Platform 2016-2021Table 39 NBO Company Shares of Cigars and Cigarillos: % Volume 2017-2021Table 40 LBN Brand Shares of Cigars and Cigarillos: % Volume 2018-2021Table 41 NBO Company Shares of Cigars: % Volume 2017-2021Table 42 LBN Brand Shares of Cigars: % Volume 2018-2021Table 43 NBO Company Shares of Cigarillos: % Volume 2017-2021Table 44 LBN Brand Shares of Cigarillos: % Volume 2018-2021Table 45 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 46 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 47 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 48 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 49 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in the Philippines
KEY DATA FINDINGS
2021 DEVELOPMENTS
E-vapour products and heated tobacco register growth in 2021
Heated tobacco flourishes in Metro Manila and moves further afield
E-commerce proves to be an important driver of growth
PROSPECTS AND OPPORTUNITIES
Heated tobacco has the most promising outlook
E-vapour products will get a boost from the “vape bill”
Smokeless tobacco will remain limited
CATEGORY INDICATORS
Table 50 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 51 Sales of Tobacco Heating Devices: Volume 2016-2021Table 52 Sales of Heated Tobacco: Volume 2016-2021Table 53 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 54 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 55 Sales of E-Liquids by Nicotine Strength: % Value 2019-2021Table 56 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 57 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 58 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 59 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 60 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 61 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 62 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 63 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 64 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 65 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 66 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 67 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 68 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.