2021 was a good year for tobacco sales with all categories registering positive retail volume growth. The growth seen in cigarettes was partly due to a recovery from the decline in retail volume sales seen in 2020.
Smokers of premium cigarette brands remained generally loyal and continued smoking their cigarettes during 2021 in spite of the ongoing economic challenges facing the country, with many of these consumers having higher incomes. However, the demand from mid-low income smokers, particularly those who smoke economy brands, saw a noticeable shift towards fine cut tobacco products.
The larger players present in tobacco were better able to ride the challenges presented by COVID-19, with broader portfolios, brand loyalty and stronger distribution. As such, Philip Morris, JTI, and British American Tobacco retained their dominance in cigarettes in 2021.
As a part of the Turkish government’s COVID-19 policies, tobacco specialists, known locally as Tekel stores, were not permitted to function for several months of the year, leading to a sharp decline in the channel’s overall share in tobacco. This led to an increase in the share of other channels such as discounters, supermarkets and newsagent-tobacconists/kiosks in 2021 as consumers were forced to go elsewhere for their tobacco products.
The excise taxes (ÖTV) for tobacco products were not increased in 2021, which was an advantage for the market. However, in January 2022, the excise taxes for all tobacco projects went up by 47.
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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.See All of Our Definitions
This report originates from Passport, our Tobacco research and analysis database.
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