E-vapour products, both closed and open vaping systems, have seen tremendous growth over the review period, and saw continued growth in 2021. With the rising health awareness, and smoke cessation programmes and the like, there is a consistent trend for smokers to give up traditional tobacco products, opting instead for alternatives perceived as less harmful.
Major players in tobacco such as Imperial Tobacco Canada Ltd (part of British American Tobacco), Rothmans Benson & Hedges Inc (part of Philip Morris International) and JTI MacDonald Corp have been investing in alternatives to traditional tobacco products, such as e-vapour products, heated tobacco and nicotine pouches, as sales of traditional tobacco products fall and regulatory pressure increases. In 2021, Imperial Tobacco Canada launched Vuse, a closed system vape, while Rothmans Benson & Hedges introduced iQOS VEEV.
Before the COVID-19 pandemic, there was already a rapid increase in the adoption of e-commerce and the sales of e-vapour products and heated tobacco through this channel. The pandemic accelerated the shift toward e-commerce as manufacturers, distributors and retailers sped up the development of their omnichannel presence.
Awareness of health and wellness is expected to grow and influence consumption choices in the forecast period. Thus, more people are expected to quit smoking or move to perceived “reduced-risk” options like e-vapour products and heated tobacco.
The significant growth of e-vapour products and heated tobacco caught the attention of various stakeholders in the tobacco industry. Stricter regulations and price increases, including excise tax and manufacturer-initiated price increases, already seen in 2021, will likely further place a downwards pressure on sales of such products.
The growing popularity of e-vapour products and heated tobacco, and the lucrative nature of such tobacco products, might lead to an increase in illicit trade over the forecast period. Similar to the dynamic observed in cigarettes, heavy taxation and strict regulations tend to lead to a growth in the presence of counterfeit products and copies.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
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, E-Vapour Products and Heated Tobacco research and analysis database.
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