Although Romania joined the EU in 2007, there are still areas where the country is struggling to align with its requirements. For legislation regarding tobacco, the law banning smoking in enclosed public places was only adopted in 2016 and was highly controversial.
The percentage of smokers in the overall population is decreasing, while the percentage of vapers is increasing. Romanian tobacco is facing a more sophisticated consumer, focused not only on the level of nicotine smoking delivers to the body but also to the diversity offered by new products.
The advertising of heat-not-burn products was not regulated in any way in 2017, but banners exhibited in areas of high traffic, such as subway stations in the capital city, aroused a reaction from the authorities.
Open vaping systems continues to be highly fragmented, due to its particular nature of mixing e-liquids and continued development of new devices. Despite this, the e-liquid Liqua (Ritchy Group) is the most popular brand, due to its extended presence in specialist retailers as well as the variety of mixes already containing nicotine.
British American Tobacco is the strong leader of cigarettes. However, despite the popularity of its star brand Kent, the steps the giant took into tobacco’s next generation products might not be the wisest.
The main advantage of innovation is being the first pioneer of new technology. This is the card Philip Morris International bet on when launching Iqos together with HEETS in Romania.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Smokeless Tobacco and Vapour Products industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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