As of 1 January 2018, the vapour products category will be subject to excise tax of EUR69.50 plus 30% of the maximum wholesale price.
Many smokers in Estonia have tried vapour products, mostly out of curiosity. Open vaping systems, despite having a presence in the market for a decade, is, however, still not a mature category.
The main reason behind the decline in number of vapers is the steep entry price into the category, ranging between EUR15-90. Young smokers are unwilling to pay a very high price for a vaping device but at the same time do not want to buy the cheapest available due to concerns about poor performance and possible health risks.
All vapour products in Estonia are imported. Hence, the leading players are the local retailers Elgery Group and Nicorex Baltic.
The stronger development of vapour products has been limited by a lack of retail penetration, with specialist vape shops operating only in large cities. Retailers do not have much interest in the provinces as their expensive products do not generally appeal to lower-income rural dwellers.
Another major threat to the expansion of vapour products is a forthcoming ban on flavours, limiting e-liquids to a tobacco flavour only. One of the main advantages of vaping has been the variety of flavours on offer, from more traditional to fruity and exotic tastes.
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