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While heated tobacco products recorded significant growth rates in 2019, it should be noted that, as a relatively new product, these were from a still very low base. In fact, the growth has been slower than the owner of the only brand in Germany – Philip Morris with its Iqos line – had anticipated.
In 2019, the German government decided to gradually implement a ban on tobacco advertising. This will include a ban on outdoor advertising for heated tobacco products from 1 January 2023 and a ban on advertising for e-cigarettes from 1 January 2024.
In 2019, Iqos remained the only tobacco heating device in Germany. However, as the online channel is not regulated, other brands such as Glo can be found and ordered online from nearby countries such as Italy.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to grow by 4% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 17% rise in sales forecast in our 2019 edition of tobacco.
Heated tobacco products will continue to be the most dynamic category in 2020, although it will still see a major slowdown in growth over the previous year as well as the performance forecast in our 2019 edition of tobacco. This will be a general theme across smokeless tobacco, e-vapour products and heated tobacco, with most areas recording worse performances in 2020 than they did a year earlier.
Growth generally is expected to be less dynamic in the forecast period than it was in the review period. While this will be, in part, due to sales now growing from a bigger base, COVID-19 may have convinced some people to give up smoking traditional tobacco products as quickly as possible, and therefore without the help of next-generation products, due to the fear that smoking can worsen the effects of the virus.
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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 Germany with research from Euromonitor's team of in-country analysts.
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