Vapour products, especially open vaping systems, have grown in popularity among younger consumers around the age of 25. This can be attributed to their convenience, largely due to not needing to purchase products daily when compared to cigarettes, and the widespread availability and different flavours of e-liquids.
In August 2017, a tobacco heating device under the Iqos brand and HEETS heated tobacco sticks were launched in Slovakia by Philip Morris, being the first products of their kind in the country. Iqos is being seen as offering a “healthier” way to smoke.
Vapour products is expected to continue to record strong growth over the forecast period, with sales largely driven by heated tobacco products. Although open vaping systems will continue to attract younger consumers thanks to these products’ convenient usage and the wide range of flavours of e-liquids on offer, heated tobacco products will attract more interest due to being seen as a “healthier” way to smoke when compared with other tobacco products.
The competitive landscape in vapour products remained highly fragmented at the end of the review period, with there being no clear leader in the category. However, Flavourtec continued to rank first in vapour products, operating solely in the e-liquids category.
e-smoke ranked third in vapour products in 2017 with only a slightly lower share than Verne Slovakia thanks to its Aramax brand. The company is present in both open vaping system charging and vapourising devices and e-liquids.
With its focus solely on heated tobacco products, Philip Morris attracted significant consumer attention in 2017 following the launch of its Iqos tobacco heating device and HEETS heated tobacco sticks. While the promotion of vapour products was limited in the country, the company came up with the idea of selling the product for consumers trying it for the first time at a discounted price.
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This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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