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Learn moreJul 2020
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Many Italian smokers consider alternatives such as e-vapour products and heated tobacco products to be potentially less harmful. Therefore, large numbers have quit smoking cigarettes and become e-smokers or dual users.
The domestic player and most established manufacturer in the category, Flavourart, continued to lead e-vapour products in 2019, having focused on widening the variety of flavours and experiences it offers. Although the competitive landscape remained fragmented in 2019, the category saw the entry of two big international players: American vaping specialist JUUL Labs with JUUL; and JT International Italia with Logic Compact.
Within tobacco, Philip Morris has decided to strategically focus on heated tobacco. Its plan is to have millions of cigarette smokers migrate from cigarettes to heated tobacco over the next five years.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to grow by just 6% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 26% rise in sales forecast in our 2019 tobacco edition.
E-vapour products risks being impacted being more strongly impacted than other tobacco categories, as many non-grocery retailers have been forced to close during the lockdown, leading to the closure of vape shops. This situation is mostly set to affect sales of open vaping systems, whereas non cig-a-like closed systems are usually also available in tobacconists.
COVID-19 is expected to have a significant impact on demand for heated tobacco not just in 2020, but also moving forward. From the second half of May 2020, all shops reopened, so theoretically, consumer behaviour should be expected to return to normal or close to normal.
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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 Italy 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 Italy, 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.