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Cigs and Tobacco History

Europe's Tobacco Companies in 1991

Excerpts from Europe's Major Tobacco Companies 1993

Key features of the markets in terms of industry structure

 

In Germany Philip Morris GmbH is the leading manufacturer accounting for some 35% of the market by volume, followed by Reemtsma, BAT, Brinkmann and Reynolds. Over the five years 1987-91 Philip Morris has increased share from around 27% while all the other leading manufacturers have experienced reductions in share - Reemtsma from 25.3% to 23.4%, BAT from 22.4% to 19.3%, Martin Brinkmann from 10.6% to 9.7% and Reynolds Tobacco from 9.3% to 7.7%. Meanwhile, the share of own label has increased to over 5%, with Aldi leading the market.

In the former GDR Philip Morris accounts for some 45% of the market followed by Reemtsma 21.4%, Brinkmann 10.7%. BAT 14.4% and Reynolds 7.6%. Philip Morris acquired the leading F6 brand in September 1990 when the company purchased the Vezifa-Werk in Dresden. Juwel, the fifth ranked brand, was acquired by the same purchase. Brinkmann markets the second ranking brand with its Golden American. Cabinet, which was purchased by Reemtsma when it bought the Nortak company in Nordhausen, was the leading brand with a share of around 30% at the time of purchase. Reemtsma's relaunch of the product with a western style and flavour immediately reduced its consumer base by around two-thirds and the product had to be altered again to restore its local popularity. Damage to its image had proved partly irreparable and it achieved only third place in 1991, although the cigarette is believed to have substantially improved its position since the second relaunch.

 

Germany : brand shares and volume sales by major market and manufacturer 1991

 

 

Market share

Sales

Market and brand

Manufacturer

(%)

(billion units)

Marlboro

P Morris

24.2

35.2

HB

BAT

9.5

13.8

West Filter

Reemtsma

5.0

7.3

Camel Filter

Reynolds

4.7

6.8

Lord Extra

M Brinkmann

4.2

6.1

Peter Stuyvesant

Reemtsma

4.2

6.1

Ernte 23

Reemtsma

2.5

3.6

Reval

Reemtsma

1.9

2.8

R6

Reemtsma

1.8

2.6

Others

 

42.1

61.3

TOTAL

 

100.0

145.6


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