The number of vapers increased dramatically at the end of the review period. However, the EU Directive brought vapour products under the broader tobacco products regulation, which had an impact on the rapidly growing category.
Sales of e-liquids posted an increase in current value terms in 2017, given the introduction of excise tax following the EU directive coming into effect in March 2017. This stood at EUR0.
Distribution of vapour products in Greece during the review period took place predominately via specialist retailers and the internet. E-liquids were widely available via newsagent-tobacconists/kiosks and convenience stores, yet non-grocery specialists held the lion’s share.
The entry of Papastratos Cigarette Mfg into vapour products has been the most important development in vapour products. The company has made a EUR300 million investment in the category and was one of the best performers in 2017 with sales of the brand booming, only a year after its entry.
In 2017, JT International entered the lucrative category of vapour products with the launch of Logic, re-shaping the competitive landscape, which has traditionally been dominated by imported brands. Logic was launched in June 2017 in Athens and Thessaloniki and national distribution begun in 2018.
Domestic player Nobacco SA led open vaping systems in 2017 as it offers a large outlet network with a wide range of imported vapour products devices and liquids, while also manufacturing e-liquids.
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