From January 2017, vapour products are treated as tobacco products in Belgian law. Among the most relevant consequences for vapour products of the legislation change are the smoking ban in public places, the advertising ban except in print press and at points of sale, and the prohibition of sales via internet retailing.
The development of open vaping systems over 2015-2017, coupled with the excise duty hike on cigarettes and rising health concerns, resulted in strong growth of the consumer base for vapour products. Newcomers to vapour products often mix cigarettes and vapour products; some start vaping to give up cigarettes; some find vaping more satisfying.
New vapour products legislation has brought the nicotine limitation for closed vaping systems to 20mg. This threshold has been thought of by industry sources as too strong a restriction for non cig-a-like closed system products to develop in Belgium as much as they have done in other Western European countries.
The competitive landscape for vapour products is traditionally very fragmented, with none of the big four multinational tobacco manufacturers present. The entry of JT International Co Netherlands BV at the beginning of 2018 is going to have a strong impact, and vapour products is set to head towards consolidation.
None of the companies active in vapour products until 2017 were able to deploy the marketing and advertising means that JT International employed for the launch of Logic Pro in Belgium. Despite scepticism regarding the growth prospects of closed vaping systems, mostly regarding compliance with legislation, other big multinational manufacturers are likely to enter this field over the forecast period.
JT International Co Netherlands BV’s Logic Pro is a non cig-a-like vaporising system, available in five flavours (Vanilla, Berry Mint, Cherry, Menthol, and Tobacco) and three different tar levels (6mg, 12mg and 18mg). Besides Logic Pro, there were several other new product launches in 2017/2018: De Jaegher Tobacco’s XEO, a cream and fruit-flavoured e-liquid for open vaping systems; FOG?! e-liquid by Distrivaping BVBA; open vaping system vaporising device Smoke Stick by De Jaegher Tobacco; and Dewy’s e-liquid launched in Belgium by Real Vapor and produced by Real Liquid.
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Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Belgium with research from Euromonitor's team of in-country analysts.
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