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KT&G brands make inroads in U.S., Africa, Latin America

By Won Ho-jung
Published : March 16, 2016 - 13:01
Nearly 40 percent of tobacco manufacturer KT&G’s sales abroad last year were in relatively new markets such as the U.S., Africa, South America and Asia-Pacific, according to the company Wednesday.

KT&G said that of the 46.5 billion cigarettes sold abroad in 2015, 39.6 percent (18.4 billion cigarettes) were sold in these markets.


A customer buys a pack of KT&G’s TIME cigarettes at a store in the U.S. (KT&G)


These markets’ share of sales has increased 2.5 times since 2010.

The most notable surge was in Africa, where aggressive distribution strategies and the introduction of super-slim cigarettes boosted sales by 70 times. Sales increased by 2.5 times in the U.S., sevenfold in South America and double in Asia-Pacific.

Preferences for KT&G brands differed across regions.

U.S. consumers showed a preference for TIME, while African and South American consumers bought the export-only brand PINE. Consumers in Asia-Pacific snapped up ESSE cigarettes.

In trend-sensitive Taiwan, the Bohem Cigar line, made with cigar leaves, came out on top.

These markets represent a new opportunity for KT&G, whose export focus had previously been on the Middle East, Central Asia and Russia.

By Won Ho-jung (hjwon@heraldcorp.com)

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