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Tobacco in Kenya

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Description

Tobacco products were negatively impacted by the outbreak of COVID-19 in 2020, leading to volume declines for cigarettes and cigars, cigarillos and smoking tobacco. Manufacturers recorded sales declines following the publication from the World Health Organisation (WHO), which stated that smokers had a higher risk of death, if they contracted COVID-19. As a result of these health implications, some tobacco users either quit or reduced tobacco consumption during the year, a trend that negatively i...

Euromonitor International's Tobacco in Kenya report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be the new legislative, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Cigarettes, Cigars, Cigarillos and Smoking Tobacco, Smokeless Tobacco, E-Vapour Products and Heated Tobacco.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Tobacco market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
Product Code: TBKY

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

COVID-19 impact on tobacco COVID-19 country impact Company response Retailing shift What next for tobacco?

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 Reduced harm Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2015-2020

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2015-2020 Table 3 Sales of Tobacco by Category: Value 2015-2020 Table 4 Sales of Tobacco by Category: % Volume Growth 2015-2020 Table 5 Sales of Tobacco by Category: % Value Growth 2015-2020 Table 6 Forecast Sales of Tobacco by Category: Volume 2020-2025 Table 7 Forecast Sales of Tobacco by Category: Value 2020-2025 Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2020-2025 Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

CIGARETTES IN KENYA

KEY DATA FINDINGS

2020 IMPACT

Restrictions on movements lead to a decline in sales as social smoking reduces Health concerns partner with the outbreak of the virus to reduce smoking prevalence Premium brands suffer as economy offerings become more appealing

RECOVERY AND OPPORTUNITIES

Positive recovery for cigarettes, however, a decline in smoking prevalence challenges sales Players focus on reduced-risk products to remain competitive on the landscape BAT continues to lead, despite growing competition from Mastermind Tobacco

TAXATION AND PRICING

Taxation rates Summary 3 Taxation and Duty Levies 2015-2020 Average cigarette pack price breakdown Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2015-2020 Table 11 Sales of Cigarettes by Category: Value 2015-2020 Table 12 Sales of Cigarettes: % Volume Growth 2015-2020 Table 13 Sales of Cigarettes by Category: % Value Growth 2015-2020 Table 14 Sales of Cigarettes by Blend: % Volume 2015-2020 Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2015-2020 Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2015-2020 Table 17 Sales of Cigarettes by Pack Size: % Volume 2015-2020 Table 18 Sales of Cigarettes by Price Band: % Volume 2015-2020 Table 19 NBO Company Shares of Cigarettes: % Volume 2016-2020 Table 20 LBN Brand Shares of Cigarettes: % Volume 2017-2020 Table 21 Sales of Cigarettes by Distribution Format: % Volume 2015-2020 Table 22 Illicit Trade Estimate of Cigarettes: Volume 2015-2020 Table 23 Forecast Sales of Cigarettes: Volume 2020-2025 Table 24 Forecast Sales of Cigarettes by Category: Value 2020-2025 Table 25 Forecast Sales of Cigarettes: % Volume Growth 2020-2025 Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2020-2025 Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2020-2025 Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2020-2025 Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2020-2025 Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2020-2025 Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2020-2025

CIGARS, CIGARILLOS AND SMOKING TOBACCO IN KENYA

KEY DATA FINDINGS

2020 IMPACT

Reduced income leads to a decline in sales for cigars and cigarillos COVID-19 negatively impacts the availability of cigars and cigarillos in Kenya Closure of clubs and hotels damages the sales and consumption of cigars and cigarillos

RECOVERY AND OPPORTUNITIES

2021 remains a challenging year, however, the return of tourism boosts sales Middle-class consumers drive demand for cigars and cigarillos Bongani Robusto cigar from Mozambique remains the most popular among consumers

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2015-2020 Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2015-2020 Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2015-2020 Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2015-2020 Table 36 Sales of Cigars by Size: % Volume 2015-2020 Table 37 Sales of Cigarillos by Price Platform 2015-2020 Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2016-2020 Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2017-2020 Table 40 NBO Company Shares of Cigars: % Volume 2016-2020 Table 41 LBN Brand Shares of Cigars: % Volume 2017-2020 Table 42 NBO Company Shares of Cigarillos: % Volume 2016-2020 Table 43 LBN Brand Shares of Cigarillos: % Volume 2017-2020 Table 44 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020 Table 45 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025 Table 46 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025 Table 47 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025 Table 48 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025

SMOKELESS TOBACCO, E-VAPOUR PRODUCTS AND HEATED TOBACCO IN KENYA

2020 IMPACT

Slow growth in 2020, due to the impact of COVID-19 on spending habits Higher-income consumers turn to vaping to quench their nicotine cravings COVID-19 boosts growth for e-commerce, as consumers appreciate its ease

RECOVERY AND OPPORTUNITIES

Vaping continues to appeal to millennials and middle-class consumers International brands dominate the market across the forecast period Demand is driven by smokers opting to reduce or quit smoking

TOBACCO FREE ORAL NICOTINE IN KENYA

2020 IMPACT

Growing demand from smokers wishing to quit during the outbreak of COVID-19 Reduced consumer incomes partner with high costs to dampen sales during COVID-19 Drops in overall sales due to the ban of Lyft by British American Tobacco

RECOVERY AND OPPORTUNITIES

Pricing limits consumption among low-income earners, challenging sales International brands dominate as local production fails to pose competition Sales increase due to the perception that nicotine pouches are safe