Heated tobacco products, still solely represented by the IQOS and Heets brands from Philip Morris, emerged rapidly from a low base in Lithuania in 2017. This performance followed the opening of several branded stores in key cities across the country the previous year.
While vaping continued to gain popularity in Lithuania in 2017, the local vapour products category remained something of a “Wild West” territory. Levels of cross-border and illicit trade were difficult to estimate, and despite the presence of a number of prominent players selling vapour products via brick and mortar outlets and online stores, the competitive environment remained quite fragmented overall.
Cig-a-likes registered a steep decline in current value terms in 2017. Having once been one of the pioneering product types in vapour products in Lithuania, during the review period cig-a-likes saw interest among consumers and distributors diminish as more innovative and convenient open vaping systems became widely available.
Heets and IQOS from Philip Morris were the only brands present in heated tobacco products in Lithuania in 2017. After having initially only been available from branded stores and certain horeca outlets, retail distribution of Heets improved throughout the year, including via modern grocery retailers.
Chinese brands continued to lead open vaping systems charging and vapourising devices in Lithuania in 2017. Among the most prominent were KangerTech, Aspire, Joyetech and Eleaf.
Although vaping is generally considered less harmful than smoking traditional tobacco products, the Lithuanian government plans to impose excise tax on e-liquids from 2019. It is expected that this tax will be levied at a rate of EUR0.
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This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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