World Cigarettes Romania focuses on the extent to which the market has evolved during the last twelve years in line with changing smoking habits in Romania, the competitive environment and economic developments. The end result is an accurate and objective interpretation of market trends (since 1990) and directions, assessing underlying currents of change and projecting the market scenarios of the future, providing forecasts to 2022.
EU tax harmonisation measures have led to steep increases in specific excise taxes on cigarettes in order to bring tax levels up to EU minimum requirements. As a result, duty paid cigarette sales are well down on peak levels in 2001/02 when consumption was in excess of 35 billion pieces. Today they stand at 26.6 billion pieces. Better control of the illegal market has, however, reduced its profile from 20% in 2010 to 8.7% in 2012.
BAT is the main player in this market accounting for over half of sales, up from less than 30% in 2000. JTI and PMI rank second and third with Imperial Tobacco operating on the margins. This is a market centred on international brands and led by BAT's Kent, followed by Marlboro, Pall Mall, Winston, Winchester and L&M. Together these six brands accounted for over three-quarters of the market in 2012.