Tobacco, agreements and concentration of actors
September 15, 2023
Par: National Committee Against Smoking
Dernière mise à jour: October 31, 2024
Temps de lecture: 20 minutes
Since the 1990s, the number of players in the tobacco industry has been significantly reduced due to multiple takeovers, leading to a concentration of the sector on a few major operators. In principle competitors, tobacco multinationals are nevertheless increasing the number of agreements to share certain brands on the international market.
The global market for tobacco products was estimated at 782 billion US dollars (719 billion euros) in 2021[1]. Overall in decline for several decades, sales of tobacco products stabilized in 2020 and appear to be increasing again, in value and volume, since 2021[2].
The number of players in this market has been significantly reduced in the space of forty years, to be concentrated today mainly among a few multinationals.
An ancient tendency towards concentration
This phenomenon of concentration took place in several stages. It began in the United States in the 1880s when, under the effect of the mechanization of manufacturing processes and the expansion of the cigarette market, hundreds of small producers were quickly absorbed by five large companies which, in 1889, control 90 %s in this market. They merged in 1890 to form the American Tobacco Company, chaired by James B. Duke, which would dominate the American market and multiply acquisitions until 1911, the date when the antitrust law of the Sherman Act was applied to the tobacco industry to stem the concentration of this sector[3].
The industrial players resulting from this dismantling (Philip Morris, RJ Reynolds, Lorillard, American Tobacco, etc.) have persisted on the US market and have gradually internationalized over the decades, like those of certain other countries (Imperial in the United Kingdom, Japan Tobacco in Japan). They have also diversified their activity by investing in other sectors (drinks, agri-food, leisure, clothing, etc.) and generally proceeding through company buyouts.
The phenomenon of concentration is not confined to the United States, since Imperial Tobacco appeared in the United Kingdom in 1901, when several British tobacco companies merged to face American competition. This competition, however, did not prevent partnerships, since in 1902, Imperial Tobacco and American Tobacco co-founded British American Tobacco (BAT), taking care to share the markets and limit competition.[4].
Free trade and serial buybacks
During the 1980s, these few transnational companies began to interfere in markets that had previously escaped them. With the fall of the USSR and the liberalization of the economies of Eastern European countries, these markets opened up to foreign investors and Western tobacco brands were gradually introduced into these countries. The establishment on the Japanese market, during the 1980s and 1990s, is itself a textbook case: it initially relied on a concerted strategy by tobacco companies to push the government to open the Japanese market ( 1982-1987), before establishing itself on this market in a few years (1985-1966) by playing the advertising and promotional card (product placement in films, etc.)[5]. China, whose monopoly was kept intact for a long time, had to concede a timid opening of its tobacco market after joining the World Trade Organization (WTO) in 2001[6].
During the 1990s and 2000s, tobacco multinationals were among the first companies to mobilize free trade agreements to establish themselves in new markets. Their establishment in new countries was often achieved by purchasing local cigarette brands and providing them with the communication power of their new parent company.[7]. Acquisitions of brands and companies accelerated in particular between 1998 – following the agreement (Master Settlement Agreement/MSA) concluded between the American justice system and four tobacco majors – and the end of the 2000s. Three of these four majors (Philip Morris, RJ Reynolds, Brown & Williamson) then decided to separate their national and international activities in order to protect the latter from American justice, particularly in matters of business secrecy. A provision of the MSA actually requires tobacco manufacturers to publish their internal documents online in the event of a conviction.
The 1990s and 2000s were also marked by the privatization of many still existing state monopolies, most of the time for the benefit of tobacco multinationals. This is the case, for example, of SEITA in 1995, followed by its merger in 1999 with the Spanish monopoly Tabacalera, also privatized, to become Altadis, and finally to be purchased by the British group Imperial Tobacco in 2008, which had already, in 2002, acquired the German group Reemtsma.
Consolidations nevertheless continued during the 2000s and 2010s. JTI acquired the British group Gallaher in 2007 and the Natural American Spirit brand in 2015 (outside the United States). After purchasing Rothmans in 1999, British American Tobacco purchased the Brazilian tobacco company Souza Cruz in 2015 and in 2017 the remaining shares of RJ Reynolds that the British company did not yet hold, for the sum of $49.4 billion, thus making his return to American soil. RJ Reynolds having acquired Lorillard in 2014 for $25 billion, it also falls into the fold of BAT. Note that this latest acquisition could only be carried out on the condition that Lorillard sold its Winston, Salem and Kool cigarette brands, which were purchased by Imperial Tobacco, which has since become Imperial Brands.
One theory hypothesized that the concentration effect of the tobacco sector would have been reinforced since 2001, mainly in low- and middle-income countries, by restrictions on tobacco advertising, which would disadvantage small manufacturers and put them at risk. the mercy of multinationals[8]. This theory neglects, however, that the massive use of advertising has generally constituted one of the main sources of development of the tobacco industry in most of its new markets. The financial crisis of 2008 highlighted that the dynamics of the tobacco industry can be independent of overall economic growth: while most companies saw their activity decline, tobacco multinationals increased their value in stock exchange[9].
As in other sectors, profits and stock market valuation are the main concerns of tobacco multinationals, with a view to reassuring their investors and attracting new ones. Under the effect of public health policies, the reduction in overall tobacco consumption has weakened this sector, leading tobacco manufacturers to focus on high-growth products, as well as on takeovers of competing companies. The concentration of the tobacco sector is therefore also explained by the desire to attract the attention of shareholders through growth in turnover. The acquisition of companies in fact allows the majors to achieve their growth objectives, despite a slowdown in the sale of cigarettes: through increases in productivity achieved with the help of economies of scale that such acquisitions or mergers bring. , by the cumulative expansion of markets, and finally by the simple mechanism of external growth, the turnover of the acquired companies being added to that of the acquirer.
This focus on the value of groups translates into a certain economic pragmatism, where commercial interest takes precedence over all other considerations, whether ethics, politics or partnerships already engaged. After purchasing General Foods in 1985 and Kraft Foods in 1988, then merging these two companies in 1990, Philip Morris separated without qualms from this group in 2007. For its part, RJ Reynolds merged with the group Nabisco in 1985 before selling it in 1999 and selling it in 2000 to Philip Morris, which merged it with Kraft Foods.
New products, new acquisitions
From 2010 to today, the policy of company buyouts by tobacco companies has continued[10] and has expanded into other industries, particularly healthcare and cannabis/CBD[11]. Faced with the gradual erosion of the tobacco products market, manufacturers have demonstrated a desire to diversify their activity by investing massively in other sectors. Sidelined by international bodies due to the WHO Framework Convention on Tobacco Control (FCTC), they also take advantage of this diversification to try to rehabilitate their image and be once again integrated into the processes of tobacco control. political decision. This strategy also serves to reaffirm the market presence of their fuel products, which continue to constitute their main source of income.
This trend was first expressed by the takeover of operators, still nascent, of electronic cigarettes. Altria thus offered itself at great expense, in 2018, a third of the shares of Juul Labs, before reselling them at a loss in 2022 over the course of public legal proceedings brought against Juul.
Other tobacco and nicotine products have also been included in this diversification policy. Snus (tobacco pouches) were introduced to the US market in the 1990s by Altria, under the Skoal Bandit brand. The oral tobacco segment, which was for a long time very localized in Sweden, Norway and the United States, experienced a rebound in the 2010s with the appearance of "pouches" (nicotine pouches resembling snus and often confused with it). In this market dominated by Swedish Match, BAT gradually established itself by launching the Lyft and then Velo brands in 2018. Philip Morris International (PMI) only entered this market late, by acquiring Swedish Match, the world leader in snus, in 2022. Gums (gummies) and nicotine lozenges, already in circulation in the United States, are among the next products which should be distributed in Europe.
This race for innovation gives rise to a bidding war in terms of patent filings, which is accompanied by numerous disputes requesting the cancellation of the competitor's patents.[12]. BAT thus sued PMI over heated tobacco mini-cigarettes, while Reynolds attacked PMI and Altria for copying Vuse electronic cigarettes. Oral nicotine products also give rise to legal battles.
A sector concentrated on a handful of operators
The phenomenon of concentration in the tobacco industry is therefore old and continues today. As the cigarette market has matured in most high-income countries, growth opportunities have long been reduced to the acquisition of competing companies. This is notably what led Japan Tobaco Inc. (JTI) to acquire Gallaher in 2007, while Imperial Brands bought Altadis the following year.
In countries where this industry is highly regulated, the conditions for entering the market are however so restrictive, particularly due to the very strong loyalty of customers to established brands, that they prevent the appearance of new entrants.[13]. The reduction in the possibilities of competition through acquisition has thus contributed to directing the offensive attitude of the tobacco majors towards other sectors of activity.
Since 2000, seven transnational companies have dominated and shared the tobacco market: PMI, Altria, BAT, JTI, Imperial Brands and ITC Ltd., to which the China National Tobacco Corporation (CNTC) has more recently joined, which has not only belatedly overwhelmed the Chinese market. The ranking of these companies may, however, differ depending on the search criteria: it is different depending on whether we take into account the volumes of tobacco produced or sold, turnover, market capitalization or market share.
In terms of sales volumes, the ranking obtained places CNTC in first position. Although primarily focused on the Chinese market, CNTC represents nearly half of cigarette sales worldwide. Rapidly evolving, CNTC has been aggressively expanding abroad since 2019 and the creation of its subsidiary China Tobacco International (CTI)[14]. PMI, which has long dominated the international market, was overtaken by BAT in 2021 in terms of sales volumes.
The top 10 tobacco companies in the world by sales, in 2021
- China National Tobacco Corporation
- British American Tobacco plc (BAT) Ltd. / Reynolds American Inc.
- Philip Morris International Inc.
- Japan Tobacco Inc.
- Imperial Brands PLC
- Altria Group Inc.
- PT Suryaduta Investama (Indonesia)
- ITC Limited
- Eastern Co SAE (Egypt)
- Vietnam National Tobacco Corp (Vietnam)
Source: Global Data, Top 10 Tobacco Companies in the World in 2021 by Sales.
This ranking is slightly different when we take into account turnover. The CNTC, a state company whose accounts are not published, does not appear in this ranking. BAT then comes in first place, ahead of PMI, Altria and JTI. Since PMI's "non-combustible" products mainly consist of IQOS heated tobacco, we can see how profitable the marketing of this type of device can be.
Financial results of tobacco companies by turnover, 2021
In millions of US dollars. 12-month figures as of December 31, 2021, excluding Imperial Brands (12 months as of September 30, 2021).
Source: Company annual and quarterly reports, Tobacco Company Reports For Full Year 2021 Demonstrates Inconsistent Progress, Foundation for a Smoke-free World, published April 13, 2022, accessed April 20, 2023.
* Excludes 35%’s stake in Juul.
**Does not include JTI's non-combustible products sold outside the Japanese market.
A third ranking can also be made by taking into account market capitalization. This ranking also does not include the CNTC, which is not listed on the stock exchange. It then shows PMI in first position, far ahead of its competitors and followed by its historical partner Altria. A clear gap separates the first six operators from the other companies in the sector. Imperial Brands' lower market capitalization places it in a weak position vis-à-vis its competitors, who could be tempted to absorb it to boost their growth.[15].
Ranking of tobacco companies by market capitalization
* in billions of US dollars (except 1TP5Q18 and 1TP5Q19, in millions of US dollars), figures as of 04/14/23. Source: Companies Market Cap, Largest tobacco companies market cap.
Finally, when we examine the market shares held, the CNTC reappears in a leading position (45.3 % of the world market), with the tobacco multinationals sharing the majority of the remaining part (36.6 %)[16]. The six leading global tobacco companies alone share nearly 82 % of the market.
Global market share in estimated percentage, 2018 (1TP3Q)
*Altria is, in the United States, the separate branch of Philip Morris.
Source: IBISWorld Pty Ltd
Agreements between tobacco companies
Although fair competition is in principle essential for any commercial activity, the tobacco sector is distinguished by a strong tendency towards understanding and collaboration between the main players. These practices not only make it possible to maintain sales prices aligned between the different brands, but also to share market shares according to country, and thus limit the effect of competition. This consultation between manufacturers also promotes coordinated action to counter the various public health measures (standardized neutral packaging, ban on flavors, etc.) which harm their interests.[17].
The legal proceedings that tobacco companies faced in the United States in the 1990s, with the obligation to provide their internal documents to the courts, temporarily produced a market redistribution effect among the majors operating in the United States. These proceedings were concluded in 1998 with the Tobacco Master Settlement Agreement between four US majors, Philip Morris, RJ Reynolds, Brown & Williamsons (a subsidiary of BAT), and Lorillard, and 46 US states, with the tobacco companies paying compensation of 206 billion dollars.
Probably in order to put their activities abroad beyond the reach of American justice, the companies involved split in two and cut the ties that linked them to their non-American subsidiaries or parent companies. RJ Reynolds sold its international subsidiary, RJ Reynold International, to Japan Tobacco in 1999, which renamed it Japan Tobacco International. In 2004, the British company British American Tobacco separated from its American subsidiary Brown & Williamson by organizing its merger with RJ Reynolds.
Philip Morris Companies Inc., the parent company of the Philip Morris Group, changed its name to Altria in 2003. It then sold its stake in its food subsidiary, Kraft Foods, in 2007, finally separating itself from its international subsidiary, Philip Morris International, which in 2008 became a company in its own right, whose head office remains in the United States, while its operational headquarters are in Lausanne, Switzerland. This separation notably made it possible to share the markets for Marlboro cigarettes, the best-selling brand in the world, as well as those of other brands common to the two groups (L&M, Chesterfield, Merit).
Following these major maneuvers, tobacco companies with activities on American soil no longer had any activity outside the United States: a “fire barrier” separated them from their former foreign subsidiaries.
Altria and PMI considered merging again in 2019 with a view to launching the heated tobacco brand IQOS in the United States, but this proposed merger was ultimately not completed so as not to harm PMI's interests.[18]. Although partners, these two groups sometimes find themselves in competition in certain markets, such as that of heated tobacco: after having sold its rights to IQOS to PMI, Altria entered into a partnership with JTI to market the Ploom device in the United States, competitors direct from IQOS[19].
Partnerships can sometimes concern part of the activity. Partners in the National Society of Tobacco and Matches of Mali (Sonotam), Imperial Brands provides financing for this group while BAT manages local production and then distributes the products throughout the African region.[20].
The table below shows the major tobacco companies and their brand portfolios for tobacco and nicotine products. The highlighted brands allow you to identify some of the partnerships established between tobacco majors. This table is, however, far from being exhaustive and only includes the brands mentioned on their site by the operators, who have much larger portfolios: PMI thus has 130 brands of different products, JTI displays 100 brands, while the CNTC in would number no less than 900. It is interesting to note that the classic cigarette brands displayed at the end of December 2022 on the PMI website have – with the exception of rare mentions[21] – almost disappeared from this site in April 2023, PMI barely mentioning this activity today even though it still constitutes 70 % of its turnover.
Tobacco and nicotine products, distribution by operators and by markets
This table allows us to see in particular that partnerships between majors are mainly carried out in the different classic cigarette segments, while the segments of electronic cigarettes, heated tobacco and oral products suggest more competition. Altria, however, shows, through partnerships established on the one hand with PMI and on the other hand with JTI, that agreements are also possible in new markets, such as that which is in principle very competitive for heated tobacco.
Currently undergoing rapid change, the market for tobacco and nicotine products is expected to continue to evolve. Although some tobacco multinationals, particularly PMI and BAT, claim to move away from conventional combustible cigarettes and promise “a world without smoke”, analysis of their annual reports shows that these classic cigarettes still represent the bulk of their sales. This gap between the displayed discourse and real practices is also verified in terms of competition. The latter is in many cases distorted by agreements and partnerships favored by the concentration of the sector. The foreseeable decline in the conventional cigarette market should, however, further accentuate the concentration of this industry between a few companies.
Keywords: concentration, competition, cartel, multinationals, tobacco majors
M.F.
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