In April 2017, Philip Morris launched the first heated tobacco brand in Serbia – Iqos. The brand was launched in several of the largest cities and was heavily marketed via point-of-sale promotions and banners.
Within vapour products in Serbia, open vaping systems held a visibly higher retail value share compared to closed vaping systems and heated tobacco products. The situation is set to change when heated tobacco products appeared in 2017, but open vaping systems remained highly popular.
Vapour products were predominately sold through non-grocery specialists in Serbia 2017 and this channel accounted for the highest value share. It is worth noting that vapour products are offered in a wide variety of outlets that fall under non-grocery specialists, including consumer appliances and consumer electronic specialists.
Umbrella Corp Ltd held a decisive lead within Serbian vapour products in 2017. However, the entry of Iqos from Philip Morris will continue to notably lower its value share over the forecast period.
There were many new product launches observed in vapour products in 2017. Most of them were only brand extensions of new flavours within e-liquids, with the only real innovations coming from the category leader.
Mainstream marketing activities remain fairly out of reach for manufacturers of vapour products in Serbia as the country has strict bans on advertising tobacco products through mass media. This is why producers mostly focus on “below the line” advertising, primarily different kinds of promotions and point-of-sale banners.
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This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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