While total current value sales growth for tobacco in Turkey in 2022 was markedly faster than in 2021, this was primarily due to soaring inflation fuelled by the depreciation of the lira, the global recovery from the pandemic and the fallout of Russia’s invasion of Ukraine. Two hikes in the OTV (excise tax) on tobacco products – in January and May – also drove up unit prices and bolstered the market’s performance in current value growth terms.
Switching from cigarettes to fine cut tobacco was most evident among lower-income Turks and young adults in 2022. Because these demographic groups traditionally tend to favour cheaper cigarettes brands, the economy segment was hardest hit by this trend, with its retail volume share falling sharply.
Philip Morris remained the clear leader in cigarettes in Turkey in retail volume sales terms in 2022, followed by JTI and British American Tobacco. While the latter two companies saw their volume shares in the category decline from 2021, Philip Morris recorded a healthy gain.
Small local grocers remained the leading distribution channel in cigarettes in Turkey in retail volume terms in 2022, followed by food/drink/tobacco specialists. The order was reversed in smoking tobacco and cigars and cigarillos, with food/drink/tobacco specialists claiming the largest share and small local grocers placing second.
Although tobacco in Turkey looks set to record strong growth in total current value sales throughout the forecast period, high inflation will continue to skew the market’s performance in this regard for some time. Along with rising health-consciousness, frequent unit price increases driven by inflationary pressures and tax hikes will ensure many smokers remain inclined to quit or cut down, while also making young people less likely to start smoking in the first place.
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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.
See All of Our DefinitionsThis report originates from Passport, our Tobacco research and analysis database.
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