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Heated tobacco products arrived in Bosnia-Herzegovina in 2019, thanks to global giant Philip Morris doo which holds full dominance over the sub-category. Previously to this, it was possible for consumers to purchase heated tobacco devices on websites, although sales were very limited and the format was only just beginning to develop in neighbouring territories such as Serbia and Croatia, where it had premium positioning.
E-vapour products continued to record positive growth in 2019, with open vaping systems more popular than closed vaping systems in Bosnia-Herzegovina. This is unlike other territories, which are more advanced than Bosnia-Herzegovina in anti-smoking awareness and strictness of legislations, and which prefer closed systems.
In 2019, Philip Morris doo was quite focused on bringing IQOS and HEETS to Bosnia-Herzegovina and took full dominant hold of the new heated tobacco category. In April 2019 the player held an exclusive gala event for business partners and friends of the company in Sarajevo City Hall, to celebrate and promote the launch of the new IQOS product.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to grow by 132% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 37% rise in sales forecast in our 2019 edition of tobacco.
Whilst there has not been any direct correlation between smoking prevalence overall and COVID-19 in Bosnia-Herzegovina per se, there is a gradual awareness of health issues around smoking and a higher number of smokers in the country and looking for healthier options. Smokeless tobacco is still not present in the country, and e-vapour products and heated tobacco are relatively new, thus showing particularly strong growth as such products remain something of a novelty.
As products in this category are currently exempt from the excise tax hikes and some of the regulations and legislations surrounding tobacco products in Bosnia-Herzegovina, this provides a rather excellent playing field for development and growth. That said, the existing leaders in the categories hold very strong positions – Philip Morris completely dominates heated tobacco, and Umbrella Corp Ltd was the first player to bring e-vapour products into the country, thus holding a position as an expert.
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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 Bosnia and Herzegovina with research from Euromonitor's team of in-country analysts.
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