Euromonitor International’s “Tobacco in Austria” is now available at ReportsnReports.com.

1. Tobacco in Austria
Report Summary
Good performance of tobacco market in 2010
The overall tobacco market in Austria registered a good performance over the review period. In spite
of the stricter tobacco legislation imposed in 2009 and then implemented in 2010, the consumption of
cigarettes did not decline and Austrian consumers did not turn away from smoking completely.
Furthermore, the emergence of economy brands also contributed to the stable number of smokers in
2010. These positive developments contributed to an overall good value and volume growth of the
entire tobacco market in 2010.
Partial smoking ban and shift to economy brands
The restriction on smoking in foodservice outlets introduced in 2009 were completely implemented in
2010, however, this has had little effect on the number of smokers in Austria as well as on the sales of
tobacco products in general. Since there are now foodservice outlets with partial and total smoking
bans and since the majority of outlets have a partial smoking ban, Austrians did not consume fewer
cigarettes but simply shifted to foodservice outlets where smoking is allowed. Another observable
trend in 2010 was the trend towards economy cigarette brands as well as the consumer shift from
cigarettes to RYO tobacco. In order to cut down on spending on tobacco, Austrians are increasingly
turning to mass market brands and to cheaper alternatives.
Multinationals lead sales
The leading manufacturers Austria Tabak, Philip Morris and Imperial Tobacco were able to obtain the
majority of market share within the tobacco category offering their well-known global flagship brands
as well as cheaper economy brands that are increasingly gaining popularity. All three manufacturers
employed the strategy of offering a wide range of products across all price segments thus meeting
demands from a wider consumer base.
Specialist tobacconists lead in distribution
In 2010, the retail distribution of Austria Tobacco market remained under the control of the Monopoly
Administrator, which has legislation in place that protects the interests of specialist tobacco outlets. As
a result, tobacco specialists were again the leading distributors in all tobacco categories. The other
retailers permitted to sell tobacco products in Austria are newsagents-tobacconists/kiosks, foodservice
outlets, vending and forecourts. More mainstream retailers, such as supermarkets/hypermarkets and
discounters, are not permitted to sell tobacco products under Austrian legislation.
Fair future development
Over the forecast period, the overall tobacco market in Austria is expected to register a good
performance although at a slower growth rate than that seen over the review period. The slower

2. growth rate in the future will come as a consequence of higher prices of cigarettes and higher taxation
on tobacco, which was imposed at the beginning of 2011. Due to this, consumers will either only opt
for economy brands or switch completely to other categories. The drop in value growth within
cigarettes might slow down the growth of the entire market in the future.
Browse to view similar reports on:
Tobacco in Slovakia
Tobacco in Slovenia
Tobacco in Ukraine
Tobacco in Ireland
TABLE OF CONTENTS
Tobacco in Austria - Industry Overview
EXECUTIVE SUMMARY
Good performance of tobacco market in 2010
Partial smoking ban and shift to economy brands
Multinationals lead sales
Specialist tobacconists lead in distribution
Fair future development
OPERATING ENVIRONMENT
Legislative overview/FCTC ratification
Summary 1 Legislation Summary at a Glance
Country-specific legislation:
Minimum legal smoking age
Smoking prevalence
Table 1 Smoking Prevalence in Adult Population 2005-2010
Table 2 Number of Smokers by Gender 2005-2010
Tar levels
Health warnings
Advertising and Sponsorship
Point-of-sale display bans
Smoking in public places
Low Ignition Propensity (LIP) regulation
Electronic cigarettes
Litigation
Death by cause
Table 3 Death by Cause 2005-2010
TAXATION AND PRICING
Duty paid packet marks
Taxation rates

3. Table 4 Taxation and Duty Levies 2005-2010
Average cigarette pack price breakdown
Table 5 Average Cigarette Pack Price Breakdown: Brand Examples 2010
PRODUCTION/IMPORTS/EXPORTS
Table 6 Production/Imports/Exports 2005-2010
Table 7 Trade Statistics – Tobacco Leaf 2006-2010
Illicit trade in cigarettes
MARKET INDICATORS
Table 8 Illicit Trade Estimate of Cigarettes by Volume 2005-2010
MARKET DATA
Table 9 Sales of Tobacco by Category: Volume 2005-2010
Table 10 Sales of Tobacco by Category: Value 2005-2010
Table 11 Sales of Tobacco by Category: % Volume Growth 2005-2010
Table 12 Sales of Tobacco by Category: % Value Growth 2005-2010
Table 13 Forecast Sales of Tobacco by Category: Volume 2010-2015
Table 14 Forecast Sales of Tobacco by Category: Value 2010-2015
Table 15 Forecast Sales of Tobacco by Category: % Volume Growth 2010-2015
Table 16 Forecast Sales of Tobacco by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 2 Research Sources
Tobacco in Austria - Company Profiles
Austria Tabak GmbH in Tobacco (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 5 Austria Tabak GmbH & Co KG: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 6 Austria Tabak GmbH & Co KG: Competitive Position 2010
Imperial Tobacco Austria Marketing Service GmbH in Tobacco (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING

4. Summary 9 Imperial Tobacco Austria Marketing Service GmbH: Competitive Position 2010
Philip Morris GmbH in Tobacco (Austria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Philip Morris GmbH: Competitive Position 2010
Cigarettes in Austria - Category Analysis
HEADLINES
TRENDS
The cigarettes market registered a very good performance in Austria in 2010. Even though the
government’s imposition of stricter regulations is ongoing, there is still a significant number of
Austrians who do not wish to give up smoking. This is closely related to the Austrian tradition of great
café culture. The majority of Austrians still prefer going for a coffee with friends and chatting while
enjoying their favourite coffee and a cigarette. The majority of Austrians are happy with the current
state of affairs, which offers physically divided spaces for smokers and non-smokers. This is especially
observable in the state capital, Vienna. Viennese café culture is still cherished and, along with it, the
tradition of smoking. Even though many Austrians are fond of healthier lifestyles and smoke-free
environments, there are significant numbers of people who are not willing to give up smoking
completely but rather tend to switch to lower tar cigarettes. As a result, the cigarettes market
registered a good performance in 2010 maintaining positive value as well volume growth.
COMPETITIVE LANDSCAPE
Until 1995, when Austria joined the EU, the cigarette industry was fully controlled by the state owned
Monopoly Administrator, which controlled production, importation and exportation. At present, the
100% state owned Monopolverwaltung GesmbH (Monopoly Administrator), which was established in
1995, holds total control over the retail distribution of cigarettes in Austria.
NEW PRODUCT DEVELOPMENTS
Summary 13 Cigarettes - New Product Launches
DISTRIBUTION
PROSPECTS
The cigarettes market is expected to show a good performance over the forecast period. The main
trend will be towards cigarettes with lower tar content. Just as consumers have gradually started to
switch from high tar cigarettes to mid tar cigarettes in the past, the same switch from mid tar
cigarettes to low and ultra cigarettes will be ongoing in the future. Even though the price of cigarettes

5. is expected to increase significantly in 2011, as well as the taxation on tobacco, consumers are not
expected to buy fewer cigarettes but to switch to cheaper brands instead. Another trend that will be
seen in the future within cigarettes in Austria will be the trend towards new product launches specially
produced to target female smokers. As there is a growing number of females in Austria, producers are
expected to follow this trend and place greater emphasis on this consumer group.
CATEGORY BACKGROUND
Cigarettes: Price Bands
Summary 14 Cigarette Price Band Definitions
Cigarettes: Menthol/standard
Cigarettes: Filter/non-filter
Cigarettes: Carbon/standard filter
Cigarettes: Filter length
Cigarettes: Slims/superslims vs regular
Cigarettes: Pack size
Cigarettes: Pack type
CATEGORY DATA
Table 17 Sales of Cigarettes by Tar Level: Volume 2005-2010
Table 18 Sales of Cigarettes by Tar Level: Value 2005-2010
Table 19 Sales of Cigarettes by Tar Level: % Volume Growth 2005-2010
Table 20 Sales of Cigarettes by Tar Level: % Value Growth 2005-2010
Table 21 Sales of Cigarettes by Price Band: % Volume Breakdown 2005-2010
Table 22 Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2005-2010
Table 23 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2005-2010
Table 24 Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown 2005-2010
Table 25 Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown 2005-2010
Table 26 Sales of Cigarettes by Length: % Volume Breakdown 2005-2010
Table 27 Sales of Cigarettes by Regular/Slim: % Volume Breakdown 2006-2010
Table 28 Sales of Cigarettes by Pack Size: % Volume Breakdown 2005-2010
Table 29 Sales of Cigarettes by Pack Type: % Volume Breakdown 2005-2010
Table 30 Cigarettes Company Shares 2006-2010
Table 31 Cigarettes Brand Shares 2007-2010
Table 32 Sales of Cigarettes by Distribution Format: % Analysis 2005-2010
Table 33 Cigarettes: Production, Imports and Exports: Total Volume 2005-2010
Table 34 Forecast Sales of Cigarettes by Tar Level: Volume 2010-2015
Table 35 Forecast Sales of Cigarettes by Tar Level: Value 2010-2015
Table 36 Forecast Sales of Cigarettes by Tar Level: % Volume Growth 2010-2015
Table 37 Forecast Sales of Cigarettes by Tar Level: % Value Growth 2010-2015
Table 38 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2010-2015
Table 39 Forecast Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2010-2015
Table 40 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2010-2015
Table 41 Forecast Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown 2010-2015
Table 42 Forecast Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown 2010-2015

6. Table 43 Forecast Sales of Cigarettes by Length: % Volume Breakdown 2010-2015
Table 44 Forecast Sales of Cigarettes by Regular/Slim: % Volume Breakdown 2010-2015
Table 45 Forecast Sales of Cigarettes by Pack Size: % Volume Breakdown 2010-2015
Table 46 Forecast Sales of Cigarettes by Pack Type: % Volume Breakdown 2010-2015
Cigars in Austria - Category Analysis
HEADLINES
TRENDS
Austria does not have a long tradition of smoking cigars and cigarillos. The habit of consuming these
tobacco products is relatively new. At present, Austria has a significant but also limited cigar consumer
group that mainly comprises of cigar and cigarillo aficionados who are loyal to specific brands. Prior to
Austria’s joining the EU in 1995, the total control over tobacco products was held by the Monopoly
Administrator. After this, legislation relating to the production, wholesale distribution, importation and
exportation of tobacco products was loosened and private companies were able to enter the market.
After 2000, importers and wholesalers flooded the market with new and interesting products as well
as high quality items. This created a boom for cigars and cigarillos, which remains ongoing, while the
products that were available prior to 1998 have disappeared almost entirely from retail.
HAND-MADE VERSUS MACHINE MANUFACTURED SPLITS
Table 47 Sales of Cigars by Handmade vs Machine-manufactured 2006-2010
COMPETITIVE LANDSCAPE
The leading manufacturer within cigars excluding cigarillos in 2010 was Corporación Habanos holding a
49% value share. This makes the company the undisputed leader within the market. Since the
acquisition of Altadis in 2008, Imperial Tobacco Group now owns a 50% share of Corporación Habanos.
However, Habanos, which has a monopoly on cigar production in Cuba, retained control over the
marketing, selling and distribution of its products. The runner-up producer in 2010 was Davidoff & Cie,
Genève holding a 4% share of value sales, followed by Austria Tabak with just under 4%..
NEW PRODUCT DEVELOPMENTS
Summary 15 Cigars and Cigarillos - New Product Launches
DISTRIBUTION
PROSPECTS
Over the forecast period, the cigars category is expected to be dominated by two major trends. On the
one hand, consumers are expected to keep shifting to shorter cigar formats such as small cigars and
cigarillos. This will mainly be the domain of consumers with average disposable income since they are
expected to shift to more favourable machine made cigar brands, which are mainly found in small
cigars and cigarillos. The category of large cigars will maintain its premium domain attracting wealthier
consumers who prefer Cuban cigars, which are hand-made and thus more expensive.

7. CATEGORY DATA
Table 48 Sales of Cigars by Category: Volume 2005-2010
Table 49 Sales of Cigars by Category: Value 2005-2010
Table 50 Sales of Cigars by Category: % Volume Growth 2005-2010
Table 51 Sales of Cigars by Category: % Value Growth 2005-2010
Table 52 Sales of Cigars by Handmade vs Machine Manufactured: % Volume Breakdown 2005-2010
Table 53 Company Shares of Cigars Excluding Cigarillos 2006-2010
Table 54 Brand Shares of Cigars Excluding Cigarillos 2007-2010
Table 55 Company Shares of Cigarillos 2006-2010
Table 56 Brand Shares of Cigarillos 2007-2010
Table 57 Sales of Cigars by Distribution Format: % Analysis 2005-2010
Table 58 Forecast Sales of Cigars by Category: Volume 2010-2015
Table 59 Forecast Sales of Cigars by Category: Value 2010-2015
Table 60 Forecast Sales of Cigars by Category: % Volume Growth 2010-2015
Table 61 Forecast Sales of Cigars by Category: % Value Growth 2010-2015
Smoking Tobacco in Austria - Category Analysis
HEADLINES
TRENDS
Austria does not have long tradition of RYO smoking. This is a relatively new trend in Austria, which is
perceived as an old school style of smoking tobacco. The tradition of pipe smoking has a longer
tradition in Austria. It was popular in Austria when the Monopoly Administrator controlled the tobacco
category prior to 1995. Today, pipe smoking is widely regarded as old fashioned and its popularity has
dropped significantly. Nowadays, pipe smoking is mainly reserved for various cigar and tobacco
aficionado clubs and it is chiefly consumed by senior citizens.
The role and effect of cannabis/marijuana
DISTRIBUTION
COMPETITIVE LANDSCAPE
The leading producer within smoking tobacco in 2010 was Austria Tabak holding a 35% volume share
mainly generated through the good performance of its Smart, Altesse, Old Holborn and Landtabak
brands. The runner-up manufacturer was Imperial Tobacco Austria Marketing Service with 23% of the
value shares in 2010. The company managed to establish itself as the runner-up producer due to the
good performance of its brands Drum, Golden Virginia, Gauloises, John Player, West and Amphora. The
third-ranked producer in 2010 was British American Tobacco (Austria) holding a 9% share of value
sales thanks to its Pall Mall, Javaanse Jongens and Derby brands.
NEW PRODUCT DEVELOPMENTS
Summary 16 Smoking tobacco - New Product Launches
PROSPECTS

8. Over the forecast period, smoking tobacco is expected to sustain a good performance. The trend
towards RYO tobacco is expected to be prolonged and increasing numbers of consumers are expected
to switch to this tobacco product in order to be cut down their spending on tobacco. In addition, with
expected price increases of cigarettes occurring in 2011, the trend towards shifting to RYO tobacco is
expected to be even more important in the future. Even though the producers are expected to
continue making efforts to revive the market of pipe tobacco by launching new product launches from
this category, the rather negative and old-fashioned image of pipe tobacco will also prevail in the
future.
CATEGORY DATA
Table 62 Sales of Smoking Tobacco by Category: Volume 2005-2010
Table 63 Sales of Smoking Tobacco by Category: Value 2005-2010
Table 64 Sales of Smoking Tobacco by Category: % Volume Growth 2005-2010
Table 65 Sales of Smoking Tobacco by Category: % Value Growth 2005-2010
Table 66 Company Shares of RYO Tobacco 2006-2010
Table 67 Brand Shares of RYO Tobacco 2007-2010
Table 68 Company Shares of Pipe Tobacco 2006-2010
Table 69 Brand Shares of Pipe Tobacco 2007-2010
Table 70 Sales of Smoking Tobacco by Distribution Format: % Analysis 2005-2010
Table 71 Forecast Sales of Smoking Tobacco by Category: Volume 2010-2015
Table 72 Forecast Sales of Smoking Tobacco by Category: Value 2010-2015
Table 73 Forecast Sales of Smoking Tobacco by Category: % Volume Growth 2010-2015
Table 74 Forecast Sales of Smoking Tobacco by Category: % Value Growth 2010-2015
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