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Country Report

Smokeless Tobacco and Vapour Products in

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Estonia

Jul 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

New legislation makes e-vapour products more expensive and limited in scope and distribution

With the changes effective since 1 January 2018, the e-vapour products category is now subject to excise tax plus 30% of the maximum wholesale price. This legislation was introduced to eliminate unfair competition, with the category having benefited from more liberal regulations up to 2018.

Sales are being chipped away by high and rising prices, a lack of brick-and-mortar stores and increasing illicit trade

The main reason behind the decline in the number of vapers is the steep entry price into the category, EUR15-90. Young smokers are unwilling to pay a very high price for a vaping device but at the same time do not want to buy the cheapest available due to concerns about poor performance and possible health risks.

Heated tobacco products remain unavailable in Estonia for now

Heated tobacco products are still not available in Estonia, with legal restrictions preventing their arrival. The possibility of their introduction is difficult to ascertain given the country’s change of government in 2019, with future policies still to be clarified.

COMPETITIVE LANDSCAPE

The leading retailers merge, ensuring wide distribution and options

Sales leader of e-vapour products Elgery Group merged with rival Nicorex Baltic OÜ in 2018. As a result, Nicorex became the largest vaping retailer in the market.

Sales remain limited to urbanites and will be hampered by online sales ban

The stronger development of e-vapour products has been limited by a lack of retail penetration, with specialist vape shops operating only in large cities. Retailers do not have much interest in the provinces as their expensive products do not generally appeal to lower-income rural dwellers.

Producers lose a major advantage as flavours are outlawed

Another major threat to the expansion of e-vapour products is the ban on flavours. The Tobacco Act, as of July 2019, now limits e-liquids to a tobacco flavour only.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Smokeless Tobacco and Vapour Products industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Smokeless Tobacco and Vapour Products in Estonia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Smokeless Tobacco and Vapour Products in Estonia?
What are the major brands in Estonia?
What are the traditional types of Smokeless Tobacco and Vapour Products are available in Estonia?
What is the product awareness of Smokeless Tobacco and Vapour Products in Estonia?
What innovations are present in Smokeless Tobacco and Vapour Products in Estonia?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport:

Tobacco market research database

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Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Estonia - Category analysis

HEADLINES

PROSPECTS

New legislation makes e-vapour products more expensive and limited in scope and distribution

Sales are being chipped away by high and rising prices, a lack of brick-and-mortar stores and increasing illicit trade

Heated tobacco products remain unavailable in Estonia for now

COMPETITIVE LANDSCAPE

The leading retailers merge, ensuring wide distribution and options

Sales remain limited to urbanites and will be hampered by online sales ban

Producers lose a major advantage as flavours are outlawed

CATEGORY INDICATORS

Table 1 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 2 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 3 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 4 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 5 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 6 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 7 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 8 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023

Tobacco in Estonia - Industry Overview

EXECUTIVE SUMMARY

Cigarette smoking is steadily decreasing, while the tobacco market still awaits heated tobacco products

The market prepares for the enforcement of new Tobacco Act amendments

Super-economy brands are benefiting from the ever-rising cost of smoking

Supermarkets and hypermarkets are enjoying share growth, though internet retailing will be much less relevant owing to new legislation

Little volume growth is expected as main category cigarettes is set for greater decline

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Advertising through media (television, radio, billboards, consumer press, trade press, cinema, etc)

Advertising through retail point-of-sale

Sponsorship of sporting/music events

Distribution of tobacco-branded gifts (cigarette-branded lighters, pens, etc)

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Reduced harm

E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 9 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 10 Sales of Tobacco by Category: Volume 2013-2018
Table 11 Sales of Tobacco by Category: Value 2013-2018
Table 12 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 13 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 14 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 15 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 16 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

Megatrends

Country Report

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Estonia

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

New legislation makes e-vapour products more expensive and limited in scope and distribution

Sales are being chipped away by high and rising prices, a lack of brick-and-mortar stores and increasing illicit trade

Heated tobacco products remain unavailable in Estonia for now

COMPETITIVE LANDSCAPE

The leading retailers merge, ensuring wide distribution and options

Sales remain limited to urbanites and will be hampered by online sales ban

Producers lose a major advantage as flavours are outlawed

Overview

Why buy this report?

Samples

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Overview

Why buy this report?

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Table of Contents

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Estonia - Category analysis

HEADLINES

PROSPECTS

New legislation makes e-vapour products more expensive and limited in scope and distribution

Sales are being chipped away by high and rising prices, a lack of brick-and-mortar stores and increasing illicit trade

Heated tobacco products remain unavailable in Estonia for now

COMPETITIVE LANDSCAPE

The leading retailers merge, ensuring wide distribution and options

Sales remain limited to urbanites and will be hampered by online sales ban

Producers lose a major advantage as flavours are outlawed

CATEGORY INDICATORS

CATEGORY DATA

Tobacco in Estonia - Industry Overview

EXECUTIVE SUMMARY

Cigarette smoking is steadily decreasing, while the tobacco market still awaits heated tobacco products

The market prepares for the enforcement of new Tobacco Act amendments

Super-economy brands are benefiting from the ever-rising cost of smoking

Supermarkets and hypermarkets are enjoying share growth, though internet retailing will be much less relevant owing to new legislation

Little volume growth is expected as main category cigarettes is set for greater decline

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Advertising through media (television, radio, billboards, consumer press, trade press, cinema, etc)

Advertising through retail point-of-sale

Sponsorship of sporting/music events

Distribution of tobacco-branded gifts (cigarette-branded lighters, pens, etc)

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Reduced harm

E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Why buy this report?

Want to find out more about this report?

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