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Due to legislation effective since 1 January 2018, e-vapour products 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.
The main reason behind the decline in the number of vapers is the steep entry price into the category. Young smokers are unwilling to pay high prices for vaping devices but at the same time do not want to buy the cheapest products available due to concerns about poor performance and possible health risks.
The leader of e-vapour products Elgery Group OÜ merged with its closest rival Nicorex Baltic OÜ in 2018. Elgery Group continued to be the largest vaping player in 2019.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to decline by 4% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 4% rise in sales forecast in our 2019 edition of tobacco.
The COVID-19 crisis has had an impact on e-vapour products in 2020 so far, but as these products are also sold through essential retailers such as supermarkets, hypermarkets and convenience stores rather than just e-cigarette retailers, which were forced to close during the lockdown, the impact was not dire. However, the largest impact on sales for e-vapour products in 2020 will stem from the relatively new excise duty on these products as well as the ban on e-commerce sales and the prohibition of flavoured e-liquids.
Over the forecast period as a whole, e-vapour products will see value decline at constant 2019 prices due to the impact of the new legislation introduced at the end of the review period. Despite the economic recession in Estonia, some vapers will however continue to spend on vaping, with this often seen as a way of relieving stress during times of hardship.
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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 Estonia with research from Euromonitor's team of in-country analysts.
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