Tobacco in Côte d'Ivoire

Tobacco in 2024: The big picture

The annual rate of growth in retail volume sales of tobacco in Côte d’Ivoire accelerated sharply in 2024. The fastest-growing category is ‘light’ cigarettes, which have a lower nicotine content. Cigars and cigarillos remain a niche, primarily targeted at a small group of affluent men over the age of 40. Consuming smoking tobacco (shisha) via water pipes is growing in popularity among young urban consumers. The rate of growth in retail volume sales of e-vapour products also accelerated in 2024, but affordability remains a significant impediment to growth.

2024 key trends

The rate of growth in retail volume sales of tobacco in Côte d’Ivoire accelerated sharply in 2024. Local consumers are highly price-sensitive, with premium tobacco products priced over XOF1,000 per pack holding just a 1% market share. With per capita income increasing by an average of 8% a year, consumer purchasing power is rising rapidly, and cigarette prices are not keeping pace. As a result, affordability is increasing. Demand is also supported by robust population growth. However, tobacco prevalence has been significantly reduced, with current figures showing rates of 3% among 15–19-year-olds, 13% among 20–24-year-olds, and 12% among 25–29-year-olds. Legislation intended to curb smoking is not widely enforced. Lower-income consumers generally prefer to purchase individual sticks, as opposed to a whole pack.

Competitive landscape

Société Ivoirienne de Tabac SA (SITAB) remains the leading player in cigarettes in cigarettes in terms of retail volume share, ahead of Ivoirienne de Distribution de Tabac and Philip Morris International Inc. Over the past five years, SITAB’s revenue has grown at an average annual rate of around 10%. The company’s flagship brand is Fine. SITAB manufactures its cigarettes locally, giving it a significant cost advantage. Fine enjoys significant shelf exposure: In some points of sale, it accounts for 80% of shelf space. In contrast to SITAB, brands such as Caraven, Marlboro and Dunhill are imported. Furthermore, SITAB benefits from the expertise and backing of its parent company, Imperial Tobacco Group.

Retail developments

Small local grocers remain the dominant distribution channel for cigarettes, with convenience stores, forecourt retailers and supermarkets accounting for most of the rest. Despite regulations prohibiting it, small local grocers often sell individual sticks of cigarettes discreetly. The convenience of these stores, situated close to where buyers live or dine, plays a key role in their dominance. In densely populated neighbourhoods, consumers rarely purchase cigarettes in bulk or keep them on hand, relying instead on nearby stores for immediate access. The retail value shares of convenience stores, forecourt retailers and supermarkets in cigarettes gradually rose during the review period, as these modern retail outlets continued to proliferate.

What next for tobacco?

The rate of growth in retail volume sales of cigarettes will remain robust during the forecast period, despite the government recently announcing that taxes on cigarettes would increase from 49% to 70%. However, many consumers are likely to shift towards more affordable options such as Excellence and West, which are priced around XOF400–500. Despite the tax hike, these brands are expected to remain affordable to budget-conscious smokers. Demand growth will be supported by an expanding population, particularly among those aged 20 to 40, and robust economic growth boosting disposable incomes. Additionally, the increasing nightlife associated with urbanisation and Western influences on consumers will contribute to the continued demand for cigarettes.