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Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Germany
July 2022
2021 DEVELOPMENTS
Tobacco Duty Modernisation Act
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.
Lockdowns further impact sales of e-vapour products
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.
Philip Morris maintains dominance of heated tobacco products
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.
PROSPECTS AND OPPORTUNITIES
Increasing usage of heated tobacco predicted
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.
Open vaping systems set to suffer declining sales
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.
Heated tobacco presence set to increase
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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Overview:
Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Smokeless Tobacco and Vapour Products industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Smokeless Tobacco and Vapour Products in Germany report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Smokeless Tobacco and Vapour Products in Germany?
Which are the leading brands in Smokeless Tobacco and Vapour Products in Germany?
How are products distributed in Smokeless Tobacco and Vapour Products in Germany?
Which category is the most heavily taxed in Germany?
How is the operating environment for Smokeless Tobacco and Vapour Products changing?
What are the current legislative restrictions applicable to the sale of Smokeless Tobacco and Vapour Products products in Germany?
How has COVID-19 impacted demand?
How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
Where is future growth expected to be most dynamic?
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Germany - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Tobacco Duty Modernisation Act
Lockdowns further impact sales of e-vapour products
Philip Morris maintains dominance of heated tobacco products
PROSPECTS AND OPPORTUNITIES
Increasing usage of heated tobacco predicted
Open vaping systems set to suffer declining sales
Heated tobacco presence set to increase
CATEGORY INDICATORS
Table 1 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 2 Sales of Tobacco Heating Devices: Volume 2016-2021Table 3 Sales of Tobacco Heating Devices: % Volume Growth 2016-2021Table 4 Sales of Heated Tobacco: Volume 2016-2021Table 5 Sales of Heated Tobacco: % Volume Growth 2016-2021Table 6 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 7 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 8 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 9 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 10 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2017-2021Table 11 Sales of E-Liquids by Nicotene Strength: % Value 2019-2021Table 12 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 13 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 14 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 15 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 16 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 17 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 18 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 19 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2018-2021Table 20 Distribution of Smokeless Tobacco by Format: % Volume 2016-2021Table 21 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 22 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 23 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 24 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 25 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 26 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 27 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 28 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 29 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 30 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
Tobacco in Germany - Industry Overview
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 1 Legislation Summary at a Glance
Table 31 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 32 Sales of Tobacco by Category: Volume 2016-2021Table 33 Sales of Tobacco by Category: Value 2016-2021Table 34 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 35 Sales of Tobacco by Category: % Value Growth 2016-2021Table 36 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 37 Forecast Sales of Tobacco by Category: Value 2021-2026Table 38 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 39 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
The following categories and subcategories are included:
Smokeless Tobacco and Vapour Products
Chewing Tobacco
Loose US-Style Moist Snuff
Portion US-Style Moist Snuff
Swedish-Style Snus
Closed System Single Use
Closed System Rechargeable (including starter kits)
Closed System Cartridges
Open Vaping Systems Charging and Vapourising Devices
E-liquids
Tobacco Heating Devices
Heated Tobacco
Nicotine Pouches
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.