Having developed rapidly in the past three years, the competitive landscape of e-vapour products has now been roughly established. In addition to expanding their retail outlets, main players such as RELX and Yooz are also working on new flavours, fashionable packaging and low prices.
Considering atomisation technology is also used in medical nebulisers for people with lung diseases, manufacturers of e-vapour products have been inventing non-cig-a-likes which contain Chinese herbal medicine instead of nicotine. For example, Lami launched herb-based e-vapour products containing Pang Da Hai, claiming to be able to moisten the throat.
China amended the tobacco monopoly law in November 2021 to include e-vapour products, and released the Administrative Measures for E-Cigarettes (the ‘draft measures’) in December 2021 to better govern the fast-growing e-vapour products category. The new regulations require that products meet certain quality criteria and be registered with China’s State Tobacco Monopoly Administration (STMA).
Key players such as RELX, Yooz and Moti have provided wholesalers and retailers with various incentives to open franchise stores. For example, Yooz demands no franchise fee and provides funding for one year’s rent and decoration cost for retailers in Shanghai.
Although a temporary strong decrease in the current value growth rate for e-vapour products is forecast due to the flavour ban, the forecast period CAGR is still expected to be high single-digit. The main reason is that smokers still want to use e-vapour products for their harm reduction effects, convenience, and hygiene, with no dust or flame.
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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.
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