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Top 5 cigarette brands with highest market share in the Netherlands 2017

The cigarette market in the Netherlands is dominated by international brands and the top five of the most frequently sold cigarette brands in the country is made up exclusively of American brands. Together, these brands hold nearly three-quarters of the total market. Market leader Marlboro had a market volume share of nearly 35 percent in 2017. Marlboro’s market share in the Netherlands peaked in 2015, at 38.5 percent.

 Revenue Marlboro nearly 480 million euros 

  In 2018, Marlboro’s revenue in supermarkets in the Netherlands amounted to 477.3 million euros, an increase in comparison to the previous year, when their revenue had been roughly 455 million euros. It was also the highest revenue in the period between 2015 and 2018.

Marlboro most valuable supermarket brand

   With a revenue of almost 480 million euros, Marlboro was the most valuable brand in Dutch supermarkets in 2017, before Coca-Cola and Heineken. Camel, Marlboro’s most important competitor in the cigarette market in the Netherlands, had a revenue amounting to just over half of Marlboro’s, at 244.1 million euros. Despite the considerable difference in revenue between the two cigarette brands, this turnover still secured a fifth spot in the ranking of the most valuable supermarket brands in the Netherlands for Camel.

Top 5 cigarette brands with the highest market share in the Netherlands in 2017

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Release date

September 2018



Survey time period


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