The average unit price of e-liquids is set to increase over the forecast period after 2022 saw the Bulgarian Parliament pass legislation that will levy excise duty on e-liquids for the first time. However, there are also planned gradual increases in the taxation applied to all tobacco products and this means that liquids will not experience a significant price disadvantage as a result of these excise increases, as all tobacco products will be more expensive by the end of the forecast period.
The state of new launches that was seen in heated tobacco during 2022 and 2023 has resulted in the emergence of a price war in the category as leading players have introduced lower-priced extensions of their heated tobacco brands. Phillip Morris Bulgaria for instance introduced Lil Solid Ez, which retails at around half the price of its iQOS Originals Duo.
Despite the popular positioning of e-vapour products as analogous to smoking cessation products as they a sometimes seen as a stepping stone from cigarette smoking to quitting tobacco altogether, the future of the category is likely to lie in consumers looking for interesting experiences and indulgence from their tobacco products. E-vapour products are often consumed as though they were cigarettes or other conventional tobacco products, rather than as a way of avoiding smoking.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.
See All of Our DefinitionsThis report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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