Tobacco in 2024: The big picture
The Bulgarian tobacco market underwent significant regulatory changes in 2024, in alignment with the European Commission’s directives. Notably, the sale of all flavoured tobacco products - regardless of nicotine content – was banned. Additionally, excise duties were raised across all tobacco categories, including cigarettes, smoking tobacco, heated tobacco, and e-liquids, with further increases scheduled for 2025 and 2026. These measures reflect a broader public health effort to discourage youth uptake and reduce overall tobacco consumption.
2024 key trends
In 2024, volume sales of tobacco in Bulgaria experienced modest growth, driven primarily by the strong performance of e-vapour products and especially heated tobacco, which continued its dynamic upward trajectory. This growth was largely fuelled by younger consumers seeking alternatives to traditional cigarettes, reflecting a broader shift in consumer preferences. Excise duties were increased across all tobacco categories to align with EU directives, boost fiscal revenues, and support public health objectives. These hikes led to higher unit prices and consequently drove value sales.
Competitive landscape
British American Tobacco (BAT), driven by the popularity of its Rothmans cigarettes brand, maintained its leading position in the Bulgarian tobacco market in 2024. The company benefits from a diversified product portfolio, strong brand recognition, affordability, and an extensive distribution network across the country. BAT is also active in heated tobacco through its Glo brand and expanded its portfolio in 2023 with the introduction of nicotine-free heated tobacco sticks, targeting the growing demand for reduced-risk and nicotine-free alternatives.
Retail developments
In 2024, small local grocers remained the most important retail channel for cigarettes in Bulgaria, serving both rural and urban populations. Their primary advantage lies in their convenience - they offer a quick, accessible shopping experience, particularly for routine or impulse purchases. However, these outlets are gradually losing market share to food/ drink/ tobacco specialist retailers. These specialist stores often provide a wider product range and a more tailored customer experience. Supermarkets and convenience stores also remain popular, driven by their competitive pricing and growing presence in urban areas.
What next for tobacco?
Over the forecast period, volume sales of tobacco in Bulgaria are expected to show modest growth, driven primarily by the rising popularity of new generation products, such as heated tobacco devices and e-vapour systems. Cigarette consumption, however, is expected to continue its gradual decline, driven by shifting consumer preferences and health concerns. However, cigarette sales may still see nominal growth in constant value terms, due to rising unit prices, largely driven by ongoing excise tax increases. However, these tax hikes, capped at 5% annually until 2026, are likely to have only a limited impact on smoking prevalence, as price increases remain relatively modest. Instead, declining cigarette use is more influenced by increasing health awareness and the growing availability of alternative nicotine products.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Bulgaria 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 Bulgaria, 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 Bulgaria 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 Bulgaria?
- Which are the leading brands in Tobacco in Bulgaria?
- How are products distributed in Tobacco in Bulgaria?
- Which category is the most heavily taxed in Bulgaria?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Bulgaria?
- 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 Bulgaria
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 Bulgaria
KEY DATA FINDINGS
Cigarette market in Bulgaria sees volume decline amid shifting consumer preferences and price pressures
BAT maintains its lead
Small local grocers lose share to tobacco specialists
Steady decline ahead for cigarette sales amid growing health awareness and further tax hikes
Illicit sales will remain marginal
Limited innovation amid regulatory constraints
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Bulgaria
KEY DATA FINDINGS
Mixed fortunes for cigars, cigarillos and smoking tobacco
Karelia Bulgaria holds sway
E-commerce makes gains
Declining sales of fine cut tobacco amid growth of modern alternatives
Specialised outlets will retain their importance
Flavoured cigarillos will gain momentum
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Bulgaria
KEY DATA FINDINGS
Heated tobacco leads volume growth
Philip Morris dominates heated tobacco while e-vapour products market remains fragmented
Tobacco specialists lead sales
Strong growth expected, despite regulatory challenges
Potential single-use vape ban could shift demand towards rechargeable and open systems
Stringent regulations to drive innovagtion in Bulgaria’s vaping industry
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.
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This report originates from Passport, our Tobacco research and analysis database.
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