EU Import Numbers Show Growth of New World Cigars, Decline for Cuba

Data from the European Cigar Manufacturers Association (ECMA) shows a nearly 30 percent increase in the imports of cigars and cigarillos to European Union countries. Nearly every major source of cigars and cigarillos exported more products last year to the EU than it did in 2021, with one notable exception: Cuba.

Notably, the ECMA’s data is by weight—measured in tons—and does not separate cigarillos, little cigars and premium cigars. This means the data is difficult to compare with the U.S. import numbers published by the Cigar Association of America.

Due to European styling, the comma is used instead of the decimal point. This means that exports from Honduras in 2022 amounted to 354.87 tons, not 354,870 tons.

The ECMA said that value of total imports increased from €180.57 million to €257.25, though it did not specify the values by country.

It is not surprising that Cuba’s exports decreased in 2022, down 10.28 percent from 2021 and the lowest figure of the last five years. Nearly a year ago, Habanos S.A.—the global distribution company for Cuban cigars—announced a massive price increase for its products, with some cigars tripling in price.

This came after a period of massive shortages of Cuban cigars, much of which continues even after the price hikes. In late 2021, multiple distributors told halfwheel that they were informed that it could take a few years for supplies of Cuban cigars to return to “normal.” Last September, Hurricane Ian hit Pinar del Río, Cuba’s main growing region, which reportedly led to the smallest harvest in the region’s history. During the last year, many non-Cuban companies have made international sales a major focus as they try to capitalize on the gaps created by Cuba’s supply issues and increased prices.

“While EU market data confirms the long-term decrease in consumption of cigars and cigarillos, import data clearly reveals an increasing interest of EU aficionados for terroir products manufactured in historic cigar tobacco producing countries,” said Paul Varakas, director general of the ECMA, in a press release.

While the EU imported €257.25 million worth of cigars and cigarillos, it exported €181.39 million worth of cigars and cigarillos, an increase of 35.37 percent.