Key Points
- The global cigar industry is undergoing a fundamental shift, driven by regulatory pressure, climate instability, and changing consumer values.
- A growing disconnect between brand narratives and actual product experience is prompting the rise of data- and science-based evaluation methods.
- New-generation cigar consumers demand personalization, transparency, and independent guidance—challenging traditional review systems and marketing logic.
- The tension between promotional storytelling and measurable quality is forcing the industry to rethink how cigars are positioned, developed, and sold.
- Sensory science and data analytics are emerging as tools not just for consumer matching, but for portfolio optimization and long-term brand trust.
2Firsts, November 10, 2025- As consumer behavior evolves and regulatory pressures mount, a quiet transformation is underway in the cigar industry—one that blends tradition with data science.
In an era of tightening regulations, shifting consumer values, and rising pressure on supply chains, the global cigar industry is approaching a critical juncture. Traditional modes of product evaluation and marketing are increasingly called into question, as cigar consumers—particularly younger ones—seek experiences that feel more personal, trustworthy, and data-driven.
Few companies are better positioned to comment on this shift than Cigar Sense, a Nevada-based analytics firm that has quietly built one of the world’s most detailed cigar evaluation platforms. Founded in 2014, the company was born out of what its co-founder Franca Comparetto describes as “a genuine desire to solve a fundamental problem in the cigar industry: the disconnect between promotional reviews and actual perceived quality and consumer satisfaction.”
For decades, cigar evaluation has been shaped by expert reviewers, lifestyle publications, and word-of-mouth. But Cigar Sense sees a widening gap between traditional narratives and real consumer experiences.
“The mission is straightforward,” Comparetto explains: “To create a platform that uses a scientific and data-driven methodology to match consumers with cigars they’ll genuinely appreciate.”
Unlike rating systems that reflect the preferences of a single expert or editorial board, Cigar Sense relies on trained sensory panels, structured evaluation protocols, and algorithms calibrated to individual user preferences.
With a database of over 2,300 cigars analyzed through rigorous sensory testing, the company aims to “enhance [cigar culture] with intelligence that makes every smoking experience more satisfying,” without displacing the romance or tradition of the category. Its global user base spans more than 80 countries, though Comparetto notes that internal KPIs—such as a 98% satisfaction rate with personalized recommendations—are more meaningful to them than raw user counts.
Importantly, Cigar Sense is not in the business of reviews or ratings. Rather, it provides personalized recommendations based on structured data, operating as what Comparetto calls “an antidote to marketing hype.” In this model, a cigar’s quality is not measured by how loudly it is praised, but by how precisely it matches the sensory expectations of the person holding the cigar.
1. Cigar Sense: Data, Science and a Different Philosophy
At the heart of Cigar Sense’s approach lies a conviction: that cigar appreciation can be both personal and empirical—and that sensory evaluation, when done properly, can benefit both consumers and the industry.
The company’s system is powered by two engines. One processes cigar profiles—built from rigorous sensory evaluations of attributes such as aromas, taste, strength, blend, and mechanics. The other processes each member’s personal preferences and priorities. The two are linked by a matching algorithm, which delivers personalized recommendations with a reported 98% satisfaction rate.
“We don’t try to eliminate subjectivity—we process it,” the team explains. “So the subjectivity of more people becomes a reliable predictor of others’ perceptions.”
Panelists, whether cigar enthusiasts or professionals, are trained internally using proprietary methods grounded in sensory science. The emphasis is on consistency and self-awareness—not popularity or prestige. In fact, Comparetto notes that some “experts” from trade shows or masterclasses performed worse in blind testing due to uncorrected bias. Instead, Cigar Sense looks for evaluators who understand the difference between personal taste and descriptive accuracy.
Panelists work through an individual dashboard that flags where their perceptions repeatedly deviate from group norms—a system designed to help reduce unconscious bias over time. The firm also holds team recalibration sessions annually to maintain alignment.
This structured approach, Comparetto says, produces not only more reliable recommendations for consumers but also better insights for producers. “It’s not about telling stories—it’s about understanding causality,” she explains. “When you shift the purpose from self-promotion to helping people discover what really suits them, everything changes.”
The result, she says, is consumer confidence. Members in high-cost cigar markets like Canada have reported saving hundreds of dollars annually by avoiding disappointing purchases. Instead of cycling through the same five cigars forever, they can explore new options with a higher degree of certainty.
Just as critically, the platform helps dispel persistent myths in cigar culture—such as “high score equals high quality” or “expensive means better.” Comparetto is blunt about the limits of traditional ratings: “Many educational programs are just marketing in disguise. People are advised to do many weird things that boost sales but don’t help consumers.”
By contrast, she says, Cigar Sense provides full transparency: users can see precisely why a cigar suits—or doesn’t suit—them.
2. Industry Disruption: What’s Reshaping the Global Cigar Market?
While cigar culture is steeped in tradition, Cigar Sense sees an industry at a pivotal moment, shaped by global forces far beyond tobacco fields.
From regulation to climate change to shifting consumer values, the cigar world is being forced to adapt.
“Plain packaging and anti-tobacco rules are shrinking brand visibility,” Franca Comparetto explains. “At the same time, climate and political instability in tobacco-growing regions are disrupting supply chains, especially for smaller producers.”
The result is rising costs, from raw materials to logistics, while taxes and compliance expenses mount. Many brands now face a difficult choice: raise prices or cut quality. Comparetto warns that either direction risks eroding the product’s core identity.
At the same time, the market itself is fragmenting. On one end are luxury buyers chasing premium experiences; on the other, budget-conscious consumers buying less or switching to cheaper alternatives. Traditional marketing methods—celebrity endorsements, glossy scores—no longer hold the same sway.
Education, too, is a weak point. “Training is often brand-led and inconsistent,” says Comparetto. “It erodes trust and leads to inefficient product development.”
But within this turbulence, Cigar Sense also sees innovation.
To offset climate pressure and ensure consistent quality, some manufacturers are turning to advanced agricultural methods and genetic research—developing tobacco strains that retain flavor despite drought or disease. Others are investing in controlled-environment aging or smart inventory systems that match stock to real-time demand.
On the digital front, brands are rethinking their outreach. Influencer marketing, once dominant, now faces growing compliance risks. In response, some producers are bypassing intermediaries and turning to direct-to-consumer education, using sensory data to build trust.
The transformation is also being driven by consumers themselves.
“Younger generations see cigars as lifestyle markers, not daily habits,” Comparetto notes. “They prefer peer insights over expert opinion, and seek communities—whether in lounges or virtual tasting groups.”
Affluent millennials and Gen Z increasingly demand transparency, personalization, and authenticity. E-commerce is booming. And while premium buyers remain loyal, casual smokers are drifting toward newer nicotine alternatives like e-cigarettes or heated tobacco.
These shifts are pushing the entire value chain—from farms to retailers—to evolve.
Manufacturers must balance cost control with consumer expectations. Retailers are becoming knowledge hubs, offering in-person and online education to build trust. Consumers, in turn, are learning to navigate beyond price tags and packaging, toward what actually suits their taste and values.
“We see a split market,” says Comparetto. “Those who chase margin with premiumization, and those who survive on price. But both risk losing sensory identity if they don’t truly understand what the consumer values.”
3. A Call for Clarity: Can Data Help Save the Soul of Cigars?
In a marketplace increasingly shaped by hype, misinformation, and regulatory pressure, Cigar Sense advocates for a quieter but more powerful force: clarity.
“We’re not here to destroy tradition,” Franca Comparetto says. “We’re here to separate real tradition from manufactured mythology.”
For Cigar Sense, that mission begins with science — specifically, with the application of sensory analysis. Their panel of trained evaluators doesn’t simply score cigars; they document over a hundred variables, from aroma and texture to construction and combustion, creating a deep and consistent profile for each product. On the consumer side, a matching algorithm pairs those profiles with user preferences to generate highly personalized recommendations.
The result, according to Cigar Sense, is a 98% predictive accuracy rate — meaning that nearly every cigar a user is recommended ends up being one they actually enjoy.
“Instead of buying the same five cigars forever out of fear of wasting time or money,” says Comparetto, “our users feel empowered to explore.”
That same clarity, they argue, can help brands as well. By understanding what consumers truly value — not what influencers praise or packaging implies — producers can make better decisions about product development, pricing, and communication. It’s a shift from marketing by mystique to marketing by insight.
But data alone isn’t enough. At its heart, cigar culture is still about people — their rituals, relationships, and sensory memories.
“We want every cigar lover to trust their own palate instead of someone else’s agenda,” Comparetto says. “That’s the future we’re trying to shape — one where quality wins, not hype.”
2Firsts will continue to bring you more insights and perspectives on the transformation and emerging trends in the global cigar industry.
