Vapour products continued its recovery in terms of sales and number of users in Spain in 2017. The considerable increase in sales was shaped by the increasing number of vapour products specialists and the constant launch of new product developments and innovations.
Vapour products is expected to see strong growth in Spain over the forecast product. Medical research proving the benefits of e-cigarettes compared with tobacco will play a key role in the development of the category.
As a result of a lack of product awareness, as heated tobacco products are often mistaken for e-cigarettes, Phillip Morris is allocating resources to marketing IQOS and improving its distribution. Its sales and the number of users have been constantly growing, and the launch of other heated tobacco products over the forecast period is expected to raise awareness of the advantages of these products and strongly increase sales of heated tobacco products in Spain.
In 2017, vapour products was fragmented due to the large increase in vapour products specialists over the review period, and the wider range of products imported from other countries, especially China. In terms of e-liquids, most companies operating in the category constantly launch new products to adapt their offer to consumers’ ever-changing preferences.
Philip Morris Spain has long been the only tobacco company offering heated tobacco products in Spain, accounting for all sales in 2017. Given the limited advertising opportunities and scarce distribution, Phillip Morris has made great marketing efforts in order to promote the product, raise awareness of the advantages of heated tobacco and improve its distribution.
Most leading tobacco manufacturers are still not involved in vapour products, despite its strong potential and rapid growth. Apart from Philip Morris Spain, which launched Solaris rechargeable cig-a-likes in 2015 and IQOS in 2016, the main tobacco companies present in Spain have not launched vapour products in Spain.
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