E-Vapour products suffered a drop in current value sales in 2020, in what is a small product area anyway, in terms of value sales. One of the problems with e-liquids in particular is that there is a significant amount of illicit trade, with NNA Smoke Free Estonia estimating that about 85% of e-liquids are sold through illicit trade.
The leader of e-vapour products Elgery Group merged with its closest rival Nicorex Baltic OÜ in 2018. Elgery Group continued to be the largest vaping player in 2020.
With e-commerce having accounted for more than half of e-vapour product retail value sales, the ban on e-commerce sales, effective from 1 July 2019, hit the product area hard. It became more difficult for vapers to access these products and for retailers to share information about the latest products.
E-Vapour products are expected to register negative constant value growth over the period, as decreasing smoking prevalence, as well as declining demographic trends, drive down value sales. The sale of e-vapour products will struggle and continue to decline due to tax and legislative restrictions.
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.
Ove reason behind the predicted decline in the number of vapers is the steep entry price into the product area. 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.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Smokeless Tobacco and Vapour Products
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.
See All of Our DefinitionsThis report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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