کد خبر: ۳۵۲۰
تاریخ انتشار: ۲۰ مهر ۱۳۹۵ - ۰۸:۴۰
یورو مانیتور

گزارش تحلیلی تنباکو در ایران- 2014

TOBACCO IN IRAN
EXECUTIVE SUMMARY

 گزارش تحلیلی تنباکو در ایران7

Cigarettes Maintains Growth Potential Due To Low Unit Prices and the Rising Number of Smokers
The number of smokers in Iran continued to grow during 2013 despite widespread advertising in the mass media highlighting the negative health effects of smoking. Young Iranians face a complete ban on alcoholic drinks and many find smoking attractive as it is one of the few guilty pleasures which is actually permitted in the country. The rapid rise in the number of people using the form of water pipe tobacco known as ghalioun during 2013 is an example of the positive trend in the number of smokers in Iran. It is worth mentioning that the very affordable unit prices of cigarettes—less than US$1 for a pack of 20 sticks—continues to play a key role in the development of cigarettes as high rates of inflation have made Iranian consumers extremely price-sensitive.

 گزارش تحلیلی تنباکو در ایران3

Low Pricing Strategy and Effective Distribution Remain Key Pillars of Success for Tobacco Companies

Iranian consumers remain very price-sensitive when it comes to cigarettes and it is very common for them to switch brands even when faced with even a minimal increase in the unit price of their favourite cigarette brand. Visibility and the number of cigarette packs which can be seen on retail shelves in both wholesale and retail environments are of maximum importance as using different forms of promotional materials such as point-of-sale materials is permitted in Iran and thus there is high competition among tobacco companies to increase their shelf space and visibility within each retail outlet.

 گزارش تحلیلی تنباکو در ایران5

British American Tobacco Has the Potential To Strengthen Its Position During 2013
After the sudden jump recorded in the unit price of JTI‘s cigarette brands in 2012, the company lost considerable volume share as its consumer base shrank appreciably. BAT took full advantage of this opportunity and by adopting an attractive affordable pricing strategy replaced JTI as the leading multinational player. BAT also benefitted from its merchandising team, which is taking care of both sales and merchandising within each retail outlet and thus maximising the availability and visibility of the company‘s products. One of the key pillars of success for BAT in recent years has been its retail engagement program (REP), which uses anonymous promotional agents inside outlets to influence adult shoppers to switch to BAT brands.

 گزارش تحلیلی تنباکو در ایران4

Demographic Changes Influence Smoking Prevalence
Smoking prevalence continued to grow in Iran during 2013, a trend which was mainly the result of the rising demand for tobacco products among young consumers, especially cigarettes and smoking tobacco for water pipes. The sudden increase recorded in the number of female smokers in Iran was another significant trend during 2013. Many young Iranian women now consider smoking as a ‗cool‘ way of relaxing. The Iranian authorities also announced that consumption patterns for tobacco products have recently shifted towards younger people, which...