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The health authorities and anti-smoking lobby groups were expressing concerns regarding products in this category at the end of the review period. They claim the long-term effects of vaping are unknown, and fear that e-vapour products could represent a gateway to smoking traditional tobacco products, particularly for young people.
After growing strongly earlier in the review period, e-vapour products’ current value sales continued to decline sharply in 2019. This was primarily due to a combination of price competition, the downturn in the Costa Rican economy, as well as the aforementioned adverse publicity.
Despite the negative factors influencing the category in 2019, product innovations were nonetheless driving consumer interest. These included fruity flavours, larger formats for e-liquids, or value-for-money products.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to see negative growth of 2% in constant 2019 value terms in light of the impact of COVID-19. This compares to the 6% rise in sales forecast in our 2019 edition of tobacco.
The e-liquids category looks set to become more consolidated over the forecast period, as many small players offering lower quality brands are expected to exit. This will be partly due to their inability to compete with the value-for-money propositions of popular brands that are sold in larger pack sizes of up to 120ml: over the forecast period this is expected to demonstrate the healthiest performance within the category as a whole.
E-vapour products are still at a relatively early stage of development in Costa Rica, and consequently the category is expected to see continued new launches despite adverse publicity. Companies are expected to introduce open vaping systems that provide higher levels of functionality, convenience and portability at competitive prices.
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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 Costa Rica with research from Euromonitor's team of in-country analysts.
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