The German cabinet adopted the Tobacco Duty Modernisation Act in March 2021. The German government is adjusting tobacco duty rates which means that for the first time e-vapour products will also be included under this regulation.
The pandemic forced small and medium-sized stores to close during Germany’s lockdowns. This had a negative impact on e-vapour stores in particular, as these specialist outlets traditionally comprise one of the main distribution channel for e-vapour products in Germany.
Within heated tobacco products, Philip Morris remains the dominant leader in Germany, of both tobacco heating devices and heated tobacco with its respective brands Iqos and iQOS HEETs. Second-ranked British American Tobacco (Germany) GmbH (BAT) offers the only competition to the leader in tobacco heating devices with its Glo brand.
Demand for heated tobacco is expected to further rise in Germany over the forecast period. Although players are likely to face several challenges, mainly due to tax-related price increases, greater consumption is still predicted.
The price increases, linked in particular to new taxation directives, will most likely affect e-vapour products, in particular open vaping, which is set to see a further decline in sales over the forecast period. E-vapour products is struggling with its image and thus struggling to attract young non-smokers.
The availability and distribution of heated tobacco products in Germany is set to further increase over the forecast period. As the product is establishing itself between other tobacco or smokeless brands, there is likely to be an expanding offer due to greater interest.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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