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Cigs and Tobacco History

Europe's Tobacco Companies in 1991

Excerpts from Europe's Major Tobacco Companies 1993

Philip Morris is the leading tobacco products company in Europe with a share of 25% of the EC market, in which consumption in 1991 was 607 billion units. Sales of Philip Morris cigarette brands in the EC in 1991 therefore came to some 150 billion units and of this sales of Marlboro accounted for an estimated 72%. The company's main strength in Europe is in Germany, Italy and France. The only significant gap in its coverage is in the UK where the traditional liking for Virginia, as opposed to American-blend tobacco, has limited the brand's appeal. The company is a major importer into state monopoly markets and is also a major brand in a manufactured-under-licence capacity in Italy (where it is also imported), Greece and Austria. The competitive advantage of the Marlboro brand family in terms of its share of the markets within which it operates is considerable and this pan-European strength generates a cross-border recognition factor which further leverages the brand's strength and reduces the impact of marketing restrictions. The business in Europe is conducted through subsidiaries and associates, through imports and through manufacture-under-licence. The company's Marlboro brand is market leader in Germany. Netherlands. Switzerland, and Finland.

Tabacalera has the second largest European sales volume (including its manufacture-under-licence business accounting for some 23 billion units). Two of the multinationals hold small shares in the business - Rothmans 3.93%, Philip Morris 1.8%. The company also has joint ventures with both BAT and Philip Morris.

Rothmans has a wide portfolio of brands throughout Europe where only two - Belga in Belgium operated through Tabacofina and Major in Ireland operated by PJ Carroll - are market leaders. The company operates the Philip Morris brands in the UK. The company's main subsidiary is Martin Brinkmann in Germany; others, apart from Tabacofina are Turmac in the Netherlands, PJ Carroll in Ireland, Laurens in the Netherlands and Switzerland, and Sullana in Switzerland. The company is a major exporter into France. The main European brands for Rothmans are Peter Stuyvesant (France, Netherlands), Lord Extra (Germany), Rothmans (UK, France, Ireland and Greece), and Dunhill (UK, France, Norway and Switzerland).

SEITA and AAMS, the state tobacco monopolies in France and Italy respectively, have virtually identical Western European sales if manufacture-under-licence sales are included. If these are excluded, SEITA has greater volume sales. SEITA is attempting to increase the international coverage of its major brands Gauloises and Gitanes but has not achieved significant market penetration within Europe in any country outside France although the brand is marketed by Cinta in Belgium, by BAT in Germany, by Tabaqueira in Portugal and by Rinsoz and Ormond in Switzerland. Italy is also attempting to increase the international coverage of its brands: MS is marketed by Austria Tabak in Austria and Germany and by Tabac Réunies in Switzerland.

BAT bas a wide spread of brand coverage in Europe but no market leaders. The company markets no brands in the UK for historical reasons (part of an original agreement with Imperial Tobacco) and is weak also in another major European market - UK. The main European strength is concentrated in the business of the German subsidiary. The main European brands are HB, Barclay, Lucky Strike, Kim and Chesterfield. HB is marketed in Germany, the Netherlands, Greece, Austria and Switzerland, Barclay in Germany, Finland, Netherlands, Belgium and Switzerland.

Gallaher, the subsidiary of American Brands, is essentially a national rather than a European company, operating the leading brands in the UK Gallaher's leading UK brand B&H (Benson & Hedges) is operated in Belgium by BAT Benelux, and by BAT or its subsidiaries in Finland, Germany, the Netherlands, and Switzerland. Silk Cut is marketed in Belgium by Cintas and by Niemeyer in the Netherlands. Niemeyer was sold by Gallaher to Rothmans in 1991 seeming to indicate that the company has no wish to pursue European expansion.

RJ Reynolds has no leading brands in Europe. However, the major international brand. Camel is marketed throughout Europe and has its largest sales in France (imported), Germany and the Netherlands. Winston, the company's other international brand, is manufactured under licence in Spain and Portugal (as is Camel). In the UK the company's main brand is Dorchester.

Like Gallaher, Imperial (Hanson's subsidiary), has its only significant strength in the UK and Ireland where consumer tastes favour Virginia tobacco and not American-blend or dark, oriental tobacco. The company has lost brand leadership within all major sectors to Gallaher but still has a strong competitive position and has begun to claw back market share from Gallaher.

Reemtsma has its main strength in Germany where it is the second largest manufacturer but also operates subsidiaries in Switzerland, Spain, Greece, Italy, the Netherlands, Belgium, and the UK The company has not achieved real brand recognition outside Germany and is a major own brand supplier. However R6 is marketed by Reemtsma in Belgium, the Netherlands and Switzerland, as well as Germany.

Austria Tabak is attempting to expand into Europe. Memphis Classic the leading brand in Austria, is also marketed in Germany, where Austria Tabak has purchased a distributor. The Mild Sorts brand is marketed in Germany by Austria Tabak and also in Belgium by Philip Morris, in Switzerland by Rinsoz & Ormond and by RJ Reynolds in the Netherlands. The brand is also marketed in Eastern Europe in Hungary, Czechoslovakia and former Yugoslavia.

The business of Tabaqueira, whose main brand is SG, is concentrated in Portugal. SG Gigante is also marketed in Austria by Austria Tabak.

Skandinavisk, the Danish private monopoly, as well as controlling its home market, has a strong licensing business in Scandinavia through its Prince Brand, which is also the leading brand in the Norwegian market and second to Blend in Sweden. Prince is exported to Germany and is also marketed by BAT in the Netherlands.

Papastratos is the leading company in Greece and it also manufactures Marlboro under licence. The company is successfully increasing export sales to compensate for increasing import penetration in the home market. These are to Eastern Europe and other developing countries. The company's export brands - President, Rally and Victory - are American blend cigarettes.

 

Table 3.2 Major companies: market shares* en Western Europe 1992

Company

Billion units

% of total

Philip Morris (US multinational)

164.4

25.0

Tabacalera (Spain)

76.0

11.5

Rothmans (UK multinational)

59.3

9.0

BAT (UK multinational)

48.6

7.3

SEITA (France)

46.3

7.1

AAMS (Italy)

46.8

7.1

American Brands/Gallaher (US/UK)

42.7

6.5

RJ Reynolds (US multinational)

38.6

5.8

Imperial (UK)

32.3

4.9

Reemtsma (Germany)

25.5

3.9

Austria Tabak (Austria)

19.1

2.9

Tabaqueira (Portugal)

15.0

2.3

Skandinavisk Tobak (Denmark)

12.0

1.8

Papastratos (Greece)

9.0

1.4

Karelias (Greece)

6.3

0.9

Svenska Tobaks(Sweden)

5.4

0.8

Amer Tobak (Finland)

4.9

0.7

Burrus (Switzerland)

3.0

0.4

Keranis (Greece)

1.9

0.3

Georgiadis (Greece)

1.8

0.3

Tiedemanns (Norway)

13

0.2

Total Western Europe

661

100.0

Note: * - share calculations include brands manufactured under licence both for the manufacturer and the licensing company. This double counting accounts for some 40 billion units and raises the share of the companies concerned by some 5% in total percentage total may not sum due to rounding


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