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Learn moreJul 2018
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In July 2017, the US Food and Drug Administration (FDA) pushed back the substantial equivalency (SE) and premarket tobacco application (PMTA) deadlines first announced in August 2016 under the agency’s deeming regulations on vapour products. Prior to the delay, SEs and PMTAs were required to be submitted by 8 February and 8 August 2018, respectively.
Closed vaping systems performed well in 2017, primarily thanks to the success of non cig-a-like products. Initially seen as the future of vapour products in the aftermath of the FDA’s deeming regulation in 2016 for their nicotine cartridges, non cig-a-like closed vaping systems have surpassed expectations in coming to market faster than even the most optimistic forecasts.
The premium segments in US-style chewing tobacco and US-style moist snuff have been losing ground to value-priced brands, a trend which is expected to continue in the years to come. Moist snuff packaged in tubs rather than cans, which were entirely unfamiliar a decade ago, continues to become a more common format, further driving the value segment’s growth.
Leading the non cig-a-like closed vaping system surge in 2017 was one brand in particular, JUUL from JUUL Labs. Contributing to JUUL’s overwhelming success in 2017 was a sleek design, described by Men’s Fitness magazine as “the iPhone of e-cigs”, a unique patented use of nicotine salts rather than free-base nicotine, as is found in all other vapour products, and sheer simplicity which appeals to consumers wary of the complexity open systems can offer.
Swedish Match first submitted a modified risk tobacco product (MRTP) application to the FDA in 2014 for its General Snus brand, requesting permission to remove labels on the risk of gum disease and tooth loss and to replace the existing label stating “smokeless tobacco is not a safe alternative to cigarettes” with “no tobacco product is safe, but this product presents substantially lower risks to health than cigarettes”. To its dismay, the FDA refused Swedish Match’s application, offered guidance that the application “could be amended to support issuance of modified risk orders” and encouraged the company to apply again by December 2018.
Philip Morris, owner of the leading global heated tobacco product brand Iqos, submitted both a PMTA and an MRTP application to the FDA in 2017 so as to be able to introduce its heat-not-burn device to the US market in 2018 as a reduced-risk tobacco product. The FDA’s non-binding Tobacco Products Scientific Advisory Committee voted to refuse Iqos MRTP status, making it likely the FDA will reject the application.
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Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in USA with research from Euromonitor's team of in-country analysts.
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