The main event in 2021 in smokeless tobacco, e-vapour products and heated tobacco was something unexpected, atypical and already controversial – the astonishing breakthrough of closed system single-use e-vapour products (non-cig-a-like) from autumn 2021. Their nickname, “puffs”, is due the number of puffs you can have with just one single-use stick – 500 (EUR5.
The new spontaneous growth of closed system single-use e-vapour products came at the right moment, just when the whole category of smokeless tobacco, e-vapour products and heated tobacco found itself void of inspiration and resources to rebound in 2021. Converse to what was expected, smokers did not seem particularly keen to switch to e-vapour products during the pandemic years.
By contrast with 2017-2018, the much more modest growth of 2020-2021 was visible in the sluggish progression of most players, including the leaders in e-liquids, GaïaTrend (Alphaliquid) and VDLV (Vincent dans les Vapes), and the leaders in open vaping charging and vapourising devices, Shenzhen Smoore Technology Co (Vaporesso) and myVapors Europe (Eleaf).
Players are now much less optimistic about the outlook for smokeless tobacco, e-vapour products and heated tobacco than they were in 2018 or 2019. Admittedly, these low-risk products are expected to perform better than high-risk products (cigarettes, smoking tobacco, cigars, etc), which are a priority target for the French government and anti-tobacco associations, and will thus face new waves of tax increase, mainly in 2023, which could result in a slight peak of value sales for low-risk products in this year.
Closed system single-use e-vapour products could be a victim of its own success. The majority of vaping specialised shops do not sell these products or have a limited offering for the moment, due to their non-eco-friendly positioning, and possibly a disappointing result/sensation.
Something that could dampen the performance of vaping in France is a further decline in the share of e-vapour specialist stores (non-grocery specialists), although this channel secured the lion’s share before 2018. First, the number of such outlets will continue to decline due to the competition from e-commerce, and to a lesser extent tobacconists.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
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 Definitions
This report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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