Tobacco in 2024: The big picture
Tobacco in Belgium recorded positive double-digit value sales in 2024, albeit with volume sales in a decline which is also in double digits. Tobacco in Belgium continues its evolution, with a notable shift from traditional tobacco products to alternative options like e-vapour products. Meanwhile, traditional tobacco products have seen a marked decline, driven largely by increasing excise taxes, which have reduced consumer purchasing power and incentivised cross-border shopping. This decrease in traditional tobacco consumption has opened the door for the rapid growth of e-vapour products, which are increasingly seen as an alternative to conventional cigarettes.
2024 key trends
A key factor affecting the traditional tobacco market in Belgium is the impact of the rising excise taxes on tobacco products. These taxes have made cigarettes more expensive which, in turn, has led to a reduction in domestic purchases. The increased cost of traditional tobacco has prompted many consumers to seek alternatives, or purchase tobacco products from neighbouring countries where taxes are lower, further diminishing local sales. This ongoing decline reflects a broader trend in the tobacco industry, where the impact of taxation and health awareness continue to push down consumption.
Competitive landscape
The competitive landscape of the tobacco and vaping industry in Belgium remains concentrated between the big global names: Philip Morris Belgium BVBA, British American Tobacco Belgium SA, and JT International Co Netherlands BV. Philip Morris Belgium holds a healthy lead in volume terms, with BAT and JT International in close completion with each other. The success of Philip Morris is largely thanks to the strong performance of its flagship brand Marlboro, which is the undisputed leader in cigarettes. Although Marlboro also has a presence in smoking tobacco, its role there is considerably smaller. Despite its premium positioning, thus being more expensive, Marlboro gained share in 2024, due to a trend supported by current point-of-sale regulations which tend to favour well-known and established brands over smaller or less visible competitors.
Retail developments
Convenience retailers are the strongest distribution channel for cigarettes in Belgium, followed by food/drink/tobacco specialists, forecourt retailers, and small local grocers, with a similar distribution scenario noted for e-vapour products.
What next for tobacco?
Looking ahead to the forecast period, the Belgian tobacco market is expected to see continued contrasting trends. Traditional tobacco products are anticipated to experience an ongoing decline, primarily driven by higher excise taxes and government efforts to reduce smoking rates. As a result, the share of traditional tobacco will continue to shrink.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- Which are the leading brands in Tobacco in Belgium?
- How are products distributed in Tobacco in Belgium?
- Which category is the most heavily taxed in Belgium?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Belgium?
- 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 Belgium
Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
Legislative overview
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Reduced harm
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Belgium
KEY DATA FINDINGS
Cigarette sales continue to decline due to high excise taxes and regulatory changes
Philip Morris maintains leading place, despite its higher price points
Kiosks and night shops remain key distributors of cigarettes
Cigarettes sales will continue to decline, due to changes in both regulations and consumer behaviour and
Regulatory changes will have significant effects on distribution over the forecast period
No innovation in cigarettes expected over the forecast period
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Belgium
KEY DATA FINDINGS
Sales decline due to excise duties pushing up prices, in addition to a declining consumer base
The big names benefit from strong brand recognition while smaller players suffer
Specialists remain important for cigars and cigarillos, with tobacconists for smoking tobacco
Further declines expected for the category, in light of changing regulations and evolving consumer trends
In a cross-category trend, the new display ban will affect distribution over the forecast period
No innovation expected for the foreseeable future
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Belgium
KEY DATA FINDINGS
E-vapour products are the big winners, thanks to ongoing category development and consumers switching away from tradtional tobacco
Hexa and Vuse remain the leaders, as Philip Morris also enters category
Convenience retailers remain important for sales of e-vapour products
Positive sales expected to continue for e-vapour products, thanks to evolving consumer habits
The display ban is not expected to significantly impact e-vapour products — albeit, dependent on the style of retailer
Innovation will be key in adapting to the new regulatory environment
The following categories and subcategories are included:
Tobacco
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
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 definitionsWhy buy this report?
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This report originates from Passport, our Tobacco research and analysis database.
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