A recent taxation reform by the Ministry of Finance raised the tax level on heated tobacco products, reaching the same tax level as regular cigarettes. The reform is resulting in a slowdown in the growth rate since heated tobacco products are now higher-priced.
The growth in outbound tourism is leading to greater consumer awareness of non-cig-a-like closed system, as travellers see a large range of closed vaping systems in cities such as London and Berlin and seek the products as they return. This is leading store owners to increase their supply and variety of products, introducing additional international brands such as Eleaf, Joyetech and Innokin to Israel.
Many smokers see electronic cigarettes as an effective tool to reduce and eventually quit smoking. There are also countries such as the UK in which the government is promoting these products as a tool to reduce the number of smokers.
The new launch of the new heating tobacco device from Philip Morris directed great attention to heated tobacco products and to Iqos in particular. Philip Morris invested in marketing this product over the internet as well as opening a new Iqos centre in Tel Aviv.
The number of players entering vapour products is constantly growing as popular brands such as Innokin, Aspire, and Vapouresso expand in volume and variety. However, other brands such as Eleaf are also losing popularity, as they are perceived as less advanced technology-wise.
While a higher number of foreign brands continues to enter the category, local retailers are also starting to launch private label lines. For example, Takeair and Ismoke are two local retailers, which operate an omni-channel strategy and now market e-liquid lines and electronic cigarettes.
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