Competitive Landscape
Philip Morris Austria Reinforces Its Leadership through Brand Diversification
Cigarettes in Austria remained highly concentrated in 2025, with Philip Morris Austria GmbH accounting for 41% of retail volume sales, up slightly from 40% in 2020. JTI Austria GmbH held a 24% share, followed by Imperial Tobacco Austria Marketing Service GmbH at 15%, British American Tobacco (Austria) GmbH at 10% and Austria Tabak GmbH at 7%.
Brand Diversification Supports Resilience in a Value-Driven Market
The competitive focus increasingly centred on maintaining relevance across different consumer segments as smokers sought both premium experiences and improved value for money. Manufacturers with broad portfolios were better positioned to respond to changing purchasing behaviour, particularly as tax increases and price sensitivity encouraged downtrading within the legal market.
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Overview:
Understand the latest market trends and future growth opportunities for the Cigarettes industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cigarettes industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cigarettes in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cigarettes in Austria?
- Which are the leading brands in Cigarettes in Austria?
- How are products distributed in Cigarettes in Austria?
- Which category is the most heavily taxed in Austria?
- How is the operating environment for Cigarettes changing?
- What are the current legislative restrictions applicable to the sale of Cigarettes products in Austria?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Cigarettes in Austria - Category analysis
Key Data Insights
Cigarettes Summary
Cigarette Volumes Decline as Consumers Migrate to Alternative Nicotine Products and Cross-Border Purchases Increase
Pursuit of Value Drives Pack-Size Innovation as Consumers Seek Lower Cost-Per-Stick Options
Cross-Format Nicotine Use Accelerates as Flavour-Focused Alternatives Attract Younger Consumers
Alternative Nicotine Products and Cross-Border Purchasing Are Forecast to Accelerate Cigarette Volume Decline
Planned Excise Increases Are Expected to Erode Cigarette Affordability without Materially Increasing Quitting
Heated Tobacco Is Projected to Remain a Key Growth Driver Despite Losing Its Price Advantage
Philip Morris Austria Reinforces Its Leadership through Brand Diversification
Brand Diversification Supports Resilience in a Value-Driven Market
Trafiken Retailers Remain Dominant as Vending Gains Importance for Convenience-Led Purchases
Internet Sales Remain Prohibited under Austria's Tobacco Regulations
Taxation Rates
Average Cigarette Pack Price Breakdown
Nicotine in Austria - Industry Overview
2025 Developments
Key Data Insights
Alternative Nicotine Products Offset Declines in Traditional Tobacco as Consumers Migrate across Formats
Cross-Format Nicotine Use Accelerates as Manufacturers Target Entry-Level Consumers and Dual Users
Tightening Regulation Accelerates the Shift Towards Rechargeable Vaping Systems
Alternative Nicotine Products Are Projected to Accelerate the Decline of Combustible Tobacco
E-Vapour Growth Is Expected to Slow as Regulation Reshapes Distribution and Product Development
Heated Tobacco and Nicotine Pouches Are Projected to Expand Despite Tighter Regulation
Philip Morris Strengthens Its Lead through Leadership in Cigarettes and Heated Tobacco
Regulatory Barriers and Brand Strength Reinforce Competitive Advantages
State Control Continues to Concentrate Nicotine Sales within the Trafiken Network
New Distribution Rules Are Set to Further Strengthen the State-Controlled Retail Network
E-Commerce Remains Constrained by Austria's Regulatory Framework
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Cigarettes
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- Fine Cut Cigarettes
Cigarettes
RETAIL SALES OF DUTY PAID CIGARETTES The definition of cigarettes for the purposes of this study is duty-paid, machine manufactured white-stick products. This does not exclude brands of cigarettes that do not use white paper but it is designed to exclude the volume of non-machine manufactured products such as bidis/beedis (India) and papirosy (Russia), and other smoking products made with tobacco but that either do not resemble cigarettes as recognised in the US or Europe, or those that are not machine manufactured. The exclusion of these products is intended to give a more accurate picture of the "true" market for cigarettes and cigars which has been distorted in official statistics and published reports because of the inclusion of hybrid products. NB Please note that due to its central importance and integration into the industry mainstream, Indonesia’s market data does include hand-rolled kreteks DUTY-FREE sales are excluded from retail sales, as are herbal cigarettes. ILLICIT TRADE CIGARETTES Not included in retail sales, but split out separately in volume terms only. Defined as non-duty paid cigarettes (includes smuggled & counterfeit/fake products combined). Legitimate cross-border sales are considered duty-paid. Sales arising from a foreign national purchasing cheaper cigarettes in bulk in a neighbouring country for personal use and exported back are attributed to the country where the purchase is made (e.g. bulk cigarette sales by British nationals in France are attributed to France).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Cigarettes research and analysis database.
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