Open vaping systems, the largest category in vapour products, is witnessing a move towards more powerful devices which produce more smoke. However, this trend remains a concern.
Tight regulations in other EU countries make it difficult for companies to introduce new innovations. Germany, however, still has relatively loose regulations on advertising, which enable tobacco manufacturers to market and advertise their products to consumers.
As the growth of electronic cigarette devices is slowing due to saturation, accessories such as cartridges and e-liquids are likely to continue to grow at a faster pace. Demand for accessories such as e-liquids, cartridges and spare parts is already stronger than that for devices as the choice for consumers increases.
Philip Morris has up till now been the only company offering heated tobacco products in Germany. However, with expected product launches from Japan Tobacco International (JTI) and BAT, Philip Morris is set to be challenged.
Although some tobacco companies have been late to vapour products, they appear to be recovering previously lost ground. In closed vaping systems, although the category remains very fragmented, von Eicken, JTI and BAT have been able to gain share.
Given the regulatory environment in Germany, with limited advertising opportunities in the mass media and public spaces, heated tobacco and electronic cigarette companies face severe difficulties marketing their products. Hence, it also difficult for them to build a brand’s image and make consumers aware of their products.
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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 Germany with research from Euromonitor's team of in-country analysts.
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