China Becomes the Largest Market for Cuban Cigars

There is a new leader in the Cuban cigar market. During today’s Habanos World Days event, Habanos Commercial Vice President Leopoldo Cintra González announced the news at a virtual press conference held in Havana. He said, “For the first time in history, China has become our number one market in the world.”

Spain was the previous market leader, and in 2019 China ranked second. However, China’s growth has accelerated, with sales to the country rising by more than 50% over the past six years. According to Habanos, demand for Cuban cigars in China grew by 5% in the past year alone. Although China ranks first, Europe remains the largest region for Cuban cigars. According to González, 60% of Habanos sales in 2020 came from Europe.

Spain has become the second most valuable market for Cuban cigars, followed by France, Germany, and Switzerland, which round out the global top five. González said Asia has consistently been Habanos’ leading growth market. He said that despite the difficulties brought by the Covid-19 pandemic, the region still grew by more than 10% over the past year.