KT&G beat JTI to take over the top spot in Mongolia’s tobacco market with a 34.2% market share in the first half of 2020. KT&G's popular popular Esse super-slim cigarette enjoys a 30% market share despite being priced almost twice as much as local products.
Esse is extremely popular with young consumers and is becoming increasingly popular as local smokers’ favorite premium cigarette.
Keeping the momentum, KT&G plans to launch its regular cigarette, Bohem Pipe Scottie, in Mongolia in October to further increase its market share.