Boston, MA -- (SBWIRE) -- 09/12/2014 -- E-cigarettes are rapidly gaining popularity and are emerging as a competitor to traditional cigarettes in Denmark. Usage increased particularly fast, by up to 50%, in 2013 where e-cigarettes' smoking prevalence reached 3.4% equalling 200,000 adults. In cigarette volume terms, e-cigarette consumption increased by around 170,000 sticks to reach 500,000 in total in 2013. This accelerated growth was most likely down to the increase of taxation on traditional cigarettes in April 2012, the tightening of smoking laws in August 2012 which further narrowed the public space for traditional tobacco smoking but excluded e-cigarettes vapour, coupled with growing exposure and availability of e-cigarettes in retail.

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Competitive Landscape

The cigarettes category in Denmark is heavily dominated by the multinational tobacco companies - British American Tobacco, Philip Morris and Japan Tobacco held a combined 99% share of retail volume sales in 2013. British American Tobacco, which holds a solid lead with a 77% volume share builds its position mainly on local brands like Prince, LA, Kings, Look and Cecil, which it acquired in the takeover of the local Danish manufacturer House of Prince in 2008. House of Prince thus became British American Tobacco Denmark (BAT Denmark).

Industry Prospects

Intensified government efforts and growing competition from e-cigarettes is expected to cause the number of tobacco smokers to begin to decline again very slightly over the forecast period. Plus, with increasing cigarette prices and further restrictions on smoking in public since April 2012 and the possible further tightening of such legislation over the coming years, cigarette smokers are likely to cut back and smoke more occasionally and also substitute more with alternatives, e-cigarettes predominantly, and to a much lesser extent cigarillos - cheaper and viewed as tastier, and smokeless tobacco - viewed as less harmful and more discreet.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Cigarettes industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cigarettes industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cigarettes in Denmark market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Production, imports, and exports of finished cigarettes
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Cigarettes in Denmark?
- What are the major brands in Denmark?
- What is the legislative environment like in Denmark?
- What are the rates of cigarette taxation in Denmark?
- Do premium, mid-price or economy cigarettes dominate in Denmark?
- What is the rate of illicit trade in Denmark?
- How many smokers are there in the country?

Reasons to Get 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

Product coverage: High Tar Cigarettes, Low Tar Cigarettes, Mid Tar Cigarettes, Ultra Low Tar Cigarettes.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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