E-vapour products, as a product area, performed well in 2021, with a rise in value sales growth being recorded. Indeed, the vaping prevalence continues to slowly increase as consumers switch from traditional tobacco products to e-vapour products.
Although e-vapour products regained momentum in 2021, some indicators are negative. For instance, JUUL, the American leader of closed vaping systems, has already withdrawn from the Belgian market after only a few months, while JT International will withdraw its Logic range in 2022.
Value sales of open vaping systems account for just over three quarters of total vapour systems. Nevertheless, sales of closed devices are growing at a rapid pace in Belgium.
E-vapour products, as a product area, is expected to record dynamic value sales growth over the forecast period as the vaping prevalence will continue to increase. The innovation rate will contribute to attracting new consumers, with rising health-awareness likely to see more smokers resolve to quit their habit by shifting to vaping.
Most of the large cigarette manufacturers have made it clear they intend to be major players in e-vapour products. With their large research budgets and declining sales of cigarettes, they will renew their focus on this area, given the stronger attention to health concerns in general after the COVID-19 outbreak.
Previously, nicotine pouches were classified as medicine and could be sold only in pharmacies on a prescription-basis. This changed in September 2021 when the Belgium government allowed for the open sale of nicotine pouches.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Smokeless Tobacco and Vapour Products
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.See All of Our Definitions
This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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