Vapour products had a few years during which they were not sanctioned by any laws as the government did not get the time to pass all the legislation required. The new law on tobacco products’ restriction addressed all tobacco products together, based on EU Tobacco Directives.
Strong growth continues five years after the first appearance of these products in Croatia. 2017 sees vapour products catching up with smoking tobacco in terms of value sales, and they are set to be bigger than cigars, cigarillos and smoking tobacco by 2019.
2017 saw the appearance of the first heated tobacco product, IQOS by Philip Morris Zagreb doo. Philip Morris Zagreb doo has decided to slowly start testing its IQOS brand manufactured in Romania, the company’s reference point for South-East Europe, by introducing it in Croatia.
The period before the introduction of strict legislation vapour products was used by importers to introduce a vast variety of brands, mainly from China. There were no exclusive representative contracts, ending up with all importers basically offering the same products.
The competitive landscape in vapour products also allows for smaller players to take part in the competition, at least in low-tech areas like e-liquids. A number of small Croatian companies offer popular e-liquids, with the advantage of knowing the preferences of local consumers.
Following the introduction of the first heated tobacco product, a second one may be announced. BAT Hrvatska doo wants to live up to its reputation as market leader and does not want to lag behind the innovator Philip Morris Zagreb doo.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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