Increased demand for vapour products might lead to more government scrutiny. In 2017, the Minister of Health already considered amending the Tobacco Product Control Act by including all vapour products.
Following its acquisition of Twisp in 2018, British American Tobacco’s entry into vapour products might accelerate the integration of such devices as mainstream products. The move could be supported by the synergy resulting from the merger, with BAT taking advantage of its extensive relationship with existing distributors to increase awareness of Twisp’s brands.
Smaller players are expected to focus on multifunctional e-liquid used in different devices. The trend will be supported by rising demand for liquid innovation, with some devices requiring a higher level of e-liquid concentration.
2017 was marked by the introduction of IQOS, a non-combustible heated device claimed to have on average 90-95% less harmful effects than smoking tobacco. According to Phillip Morris, the controlled technology heats tobacco at 300°C, which creates an aerosol instead of a smoke.
Demand for snuff continued to steadily increase in 2017, driven by the affordability of such products. According to the South African Medical Research Council, women are twice as likely to use snuff over cigarettes, making this group the most important niche market.
Closed vaping systems effectively lost out to newer-generation vaping devices, as innovation increasingly became a key competitive tool. A noticeable example would be Twisp’s latest release –Nimbos AIO – which features a “smart button” allowing users to control the device’s power as well as its battery life.
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