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Vapour products, such as e-vapour products, continued to see good current value growth in 2019, albeit at a much slower pace than during the review period as a whole. Over the review period, many consumers switched from cigarettes to vapour products as they are regarded less damaging to health due to the absence of tar.
E-liquids remained highly fragmented in 2019, as the relatively low disposable incomes of consumers encouraged strong price competition. A large share of value sales continued to be generated by sales of little known Chinese brands that appeal to consumers primarily due to their low price.
In 2019, heated tobacco products were not legally available in Georgia, with a lack of legislative framework preventing the sale of these products. At the end of the review period, increased taxation and the public smoking ban negatively impacted retail volume sales of cigarettes, offering opportunities for e-vapour products to grow sales.
Sales of e-vapour products are now expected to grow by 4% in constant 2019 value terms in 2020 overall in light of the impact of COVID-19. This compares to a 10% rise in sales forecast for 2020 in our 2019 edition of tobacco.
The COVID-19 crisis is not expected to have a drastic impact on open vaping systems in 2020. Consumers were able to purchase these products via e-commerce, enabling consumers to continue buying from the comfort of their homes.
The forecast period as a whole is expected to see good sales growth for e-vapour products, with annual growth likely to increase as the economy recovers and consumers return to spending more freely. A heightened awareness of health is expected to emerge due to the COVID-19 crisis, whereby consumers will be looking for an all-round healthier lifestyle.
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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 Georgia 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 Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.
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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.