Focus2030 progresses
Focus2030 provides the foundation for delivering on our financial ambitions
In the five-year strategy Focus2030, we have defined three strategic priorities, which are critical to un-
locking the Group’s full potential. We aim to build a company that has a sustainable and stable machine-
rolled cigars and smoking tobacco business, a growing and increasingly attractive handmade cigar busi-
ness anchored in the U.S., supported with a growing international platform and a bigger nicotine pouch
business with even more upside in an attractive category.
Creating value for our shareholders is embedded in our financial ambitions for the five-year period by
delivering a return on invested capital (ROIC) above 11% in 2030, a low single digit organic compounded
annual growth rate in EBIT before special items over the period and a free cash flow before acquisitions
of more than DKK 1.2 billion in 2030.
Acquisitions as well as divestments of less core assets will continuously be evaluated, where they sup-
port our strategy as well as our financial ambitions.
The execution of Focus2030 progresses well. Combined, our tobacco categories deliver stable net sales
and margin expansion, our nicotine pouch business executes on the strategy to become a larger part of
the Group. In addition, the divestment of the fine-cut tobacco brands BREAK and Moro strengthens the
Group’s overall strategic and financial flexibility.
Our combined tobacco categories show stabilisation in the first half of the year
For the first six months of the year, our combined tobacco categories (handmade cigars, machine-rolled
cigars and smoking tobacco) delivered unchanged organic net sales with the gross margin before spe-
cial items improved by more than 50bp. The development was supported by a mid-single digit growth in
Handmade Cigars and stronger profitability in both Handmade Cigars and the product category Ma-
chine-rolled Cigars & Smoking Tobacco. Please, refer to the financial overview by product category on
page 5.
Our handmade cigar business, which is anchored in the U.S. has had a solid start to the year. Total
market volumes are estimated to have declined slightly less than the 4% decline we anticipate for the
full year. Further, we estimate our branded business (business to business) has gained market share
while our online and retail businesses (business to consumer) are estimated to have maintained their
combined market share.
The markets remain highly competitive but the commercial execution, with even more focus on our
power brands and tactical pricing, delivered encouraging results ahead of the second half of the year.
The share of our own brands sold through our consumer distribution channels increased slightly, driven
by our power brands, Macanudo, CAO, Cohiba and Alec Bradley.
In machine-rolled cigars and smoking tobacco our focus is to protect the profit and cash-flow by improv-
ing our market share in machine-rolled cigars. We do so by prioritising investments, especially in our
power brands and by optimising our supply chain through simplification as well as other efficiency initi-
atives.
During the first six months of the year, we have strengthened the foundation to achieve our target of
improving our volume market share in our seven key European markets. The path to achieve the target
will not be linear, though it is encouraging to see that our market shares during the second quarter and
the first half of the year have stabilised in five of the seven key markets except for France and the
Netherlands. The stabilisation is driven by our power brands Signature, La Paz, Mehari´s and Panter.
However, the overall progress in stabilising market shares in all markets were temporarily paused during
the second quarter as the brand Signature PLC experienced an exceptionally rare quality issue with raw
tobacco, especially impacting our performance in France. The near-term impact has been a loss of
market share in France and write-down of obsolete products and related expenses of DKK 35 million.