World Cigarettes Serbia focuses on the extent to which the market has evolved during the last twelve years in line with changing smoking habits in Serbia, 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.
Serbia has traditionally had one of the highest incidences of smoking in the world, although this is declining quite rapidly. It is currently estimated that there are 1.7 million smokers in the country: a million fewer than in 1990.
The 19.4 billion piece duty paid market is now mainly in the hands of the multinationals, led by PMI and BAT following their respective takeovers of DIN Fabrika Duvana NIS and Vranje Tobacco Industry (DIV) in 2003. JTI ranks third in the market and is followed by Monus, a privately-owned Serbian company which began operations in late 2005. The company had achieved a 9% share of the market by 2012. Croatia's TDR is also present, with Imperial gaining share of late but only on around 5%.