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Learn moreJul 2018
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Eurostat findings from annual research “Attitudes of Europeans towards tobacco and electronic cigarettes” revealed that in Bulgaria vapour products are largely perceived as not good for the health. This is one of the reasons why electronic cigarettes are not particularly popular amongst adult smokers as a means to quit smoking.
In 2018, vapour products and heated tobacco were for the first time included in the excise duty structure and regulation in Bulgaria. As a result, Phillip Morris received the “green light” to introduce its next generation heated tobacco brand Iqos towards the end of 2017.
The official launch of Iqos in Bulgaria was announced by Philip Morris Bulgaria on 29 November 2017 under the tagline “Smoke-free future”. Bulgaria was the 31st country in which Philip Morris International introduced its next generation products Iqos and HEETS.
Following the new launch of Iqos by Philip Morris Bulgaria towards the end of 2017, it is likely that other multinational players will enter the expanded niche for next generation products in Bulgaria over the forecast period. In 2017, British American Tobacco launched its smoke-free product glo iFuse in Romania.
It is likely that over the forecast period, increased competition from multinational tobacco players in Bulgaria will drive consolidation trends amongst retailers and importers of electronic cigarettes to withstand the challenges associated with next generation products by large multinationals, as well as rising excise duty and administrative regulations. Efficient engagement of the main target group of millennials and older Generation Z consumers through social media and digital marketing will be viewed as essential to nurture consumer loyalty and sustain brand visibility and demand of electronic cigarettes in the long term.
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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 Bulgaria with research from Euromonitor's team of in-country analysts.
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If you're in the Smokeless Tobacco and Vapour Products industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.
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