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Heated tobacco is a late entry to the Dominican Republic, arriving as recently as 2018. Some users of these products are former cigarette smokers who began using heated tobacco as a smoke-free option in the belief that these products offer a reduced harm alternative to cigarettes.
Vaping remains niche in the country, but steadily became popular and trendy among young adults, such as students, as well as the rising middle class in 2019. In terms of the former, this primarily manifested in occasional use at parties or when going out to clubs.
Since Philip Morris International formally launched the IQOS/Iqos system countrywide in the Dominican Republic in 2018, the manufacturer followed up by introducing the IQOS 3 model with five different flavour varieties of HEETs, including amber yellow, turquoise, sienna and bronze in 2019. The company also supported its new launch with extensive advertising in daily newspapers, on billboards and online.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to grow by 1% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 1% contraction in sales forecast in our 2019 edition of tobacco.
While all categories in smokeless tobacco, e-vapour products and heated tobacco are expected to remain in positive growth territory in 2020, all are expected to experience significant slowdowns during 2020 as a whole, due to the lockdown period in the second quarter of the year, with non cig-a-like closed systems likely to be the most badly affected. Temporary store closures during lockdown are also likely to dramatically reduce consumer accessibility to these products, with consumers also limiting the occasions they leave their homes to shop.
Growth is expected to remain subdued across this category for the remainder of the forecast period. Despite anticipated ongoing reduction in smoking prevalence in the country, with many smokers seeking out products they believe may be of reduced harm in comparison to cigarettes, the comparatively high prices of e-vapour and heated tobacco products will limit their appeal.
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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 Dominican Republic with research from Euromonitor's team of in-country analysts.
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