Market Research Logo

Cigars and Cigarillos in Italy, 2018

Cigars and Cigarillos in Italy, 2018


The Italian market for cigars and cigarillos is one of the most buoyant in Europe. It has been recently stimulated by demand for value cigarillos as well as the impact of the TPD2 regulations since 2017.

Volumes in 2016 stood at over 490 million pieces. Historically, the market has been dominated by cigars. These accounted for over 60% of sales in 1990, but a reduced to about 35% in 2016. Per capita levels were eight pieces per person in 2016, low by international standards. With buoyant sales forecast for 2017, per capita consumption is forecast to rise to around 13 pieces per person.

Until recently, cigar and cigarillo production was in decline; however, the revival in the popularity of cigars/cigarillos in recent years has boosted the output. Production volumes were estimated at around 400+ tons in 2016, thanks to a combination of rising local sales and increased export activity. This is reflected in export volumes. Imports, however, have seen the most growth and reached around 1,500 tons in 2016, with more than 43% of volumes coming from Spain.

Based on the latest available figures, it is estimated that, in 2016, the total regular smoking population was approximately over 11 million for those aged 18 and over. It is calculated that just over 59% of the current smoking population is male and over 40% is female.

Volumes are forecast to rise by more than 36% between 2017 and 2027, to over 1.1 billion pieces. This dramatic increase is expected to come from the recent and future entry of cigarette companies into the market offering pseudo-cigarette brands as 10-pack cigarillos. Although sales are set to ultimately peak in 2020, they will still remain significant by 2027. Per capita consumption over the same period will rise, crossing 18 pieces.

Companies mentioned in this report: ManifattureSigaroToscanoSrl, Agio, STG, International Tobacco Agency srl


  • Cigars and cigarillos accounted for the third largest market share within the tobacco sector with a marginal sales in 2017.
  • The Italian cigar and cigarillo market has been in fluctuation in the past decade, andis currently in its 10 year high in 2017.
  • Cigar and cigarillo output has fluctuated annually since 2016. It reached a peak of 687 tons in 1992 before falling back until 2000
  • The leader of the Italian cigar and cigarillo market is Manifatture Sigaro Toscano Srl.
Reasons to buy
  • Get a detailed understanding of consumption to align your sales and marketing efforts with the latest trends in the market.
  • Identify the areas of growth and opportunities, which will aid effective marketing planning.
  • The differing growth rates in regional product sales drive fundamental shifts in the market.
  • This report provides detailed, authoritative data on these changes - prime intelligence for marketers.
  • Understand the market dynamics and essential data to benchmark your position and to identify where to compete in the future.

Executive summary
Market context
Tobacco products market, 2007 &
Market size and structure
Consumption of cigars & cigarillos, 2007-
Per capita consumption, pieces per year, 2007-
Cigars & cigarillos: market segmentation, 2007-
Cigars & cigarillos: market segmentation, 2007-
Total & per capita consumption of cigarillos, 2007-
Cigarillos: sales by type, 2009-
Total & per capita consumption of cigarillos, 2007-
Production and trade
Production of cigars & cigarillos, tons, 2006-
Imports of cigars & cigarillos, pieces, tons, 2010-
Imports of cigars & cigarillos, 2010-
Imports by country of origin (value), top six countries, %,
Imports of cigars & cigarillos, pieces, 2010-
Imports by country of origin, value, €‘ 000, 2010-
Imports by country of origin (pieces)
Exports of cigars & cigarillos, pieces, 2010-
Taxation and retail prices
EU: cigars & cigarillos, tax incidence comparison,
Tax receipts, € 000, 2007-
Cigars: retail prices,
Cigarillos: retail prices,
Manufacturers and brands
Cigars & cigarillos: manufacturer shares by sector, 2016, % volume
Cigars & cigarillos: manufacturer shares, 2007-2016, % volume
Cigars: MS Toscano
The smoking population
Adult smoking prevalence, total and by gender, 2006-
Smoking prevalence among men and women, by age, %, 2008 &
Operating constraints
Advertising restrictions
Heath warnings and labeling requirements
Other restrictions
Retail structure
Prospects and forecasts
Cigars & cigarillos consumption, million pieces, 2017-
Market forecasts, 2017-
Per capita consumption, pieces per year, 2017-

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report