The shift of consumers from cigarettes to e-vapour and heated tobacco products continued in 2021. Despite increasing taxation and a maturing of the category, demand continued to rise strongly as e-vapour products and heated tobacco remain linked to a perception of less harmful consumption.
Meanwhile, nicotine pouches maintained a marginal presence, but registered retail current value growth in Italy in 2021. In July 2021, the authorities seized a sample of Swedish Match AB’s Zyn brand in order to analyse it.
Heated tobacco continued to see very strong development at the end of the review period, amid heavy investments by leading manufacturers like Philip Morris Italia and British American Tobacco Italia. Despite a temporary increase in the smoking prevalence of traditional cigarettes in 2021, the migration from cigarettes and smoking tobacco towards heated tobacco remained very strong.
Amid innovation and the declining smoking prevalence of cigarettes, due to several factors like rising prices and heightened health concerns, the migration of smokers to heated tobacco is set to continue at a fast pace in the forecast period. At the beginning of 2022, heated tobacco in Italy saw the introduction of iQOS compatible sticks, such as the My Choice brand, which is among the cheapest available in the market.
There is no consensus from the government and health authorities regarding the reduced harmfulness of heated tobacco. However, amid strong lobbying from heated tobacco manufacturers, legislation over the forecast period (starting from taxation) is likely to favour the development of both heated tobacco and e-vapour products over traditional cigarettes and smoking tobacco.
Both e-vapour products and heated tobacco offer tobacco-based producers and retailers an alternative revenue stream as sales of cigarettes continue to decline in Italy. Innovation and growing interest in healthy living, are likely to continue to drive demand and result in a positive performance for both heated tobacco and e-vapour products.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.
See All of Our DefinitionsThis report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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