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The health and wellness trend and gradual ageing of the population in Kazakhstan encouraged consumers to look for less harmful alternatives to smoking cigarettes as the review period progressed. This gave heated tobacco products a competitive advantage.
Due to the growing popularity of e-vapour products and heated tobacco, they were subjected to excise duty in 2020, with a rate of KZT5 per ml of e-liquid and KZT7,350 per kg of heated tobacco. As a result, prices increased in both categories, though not significantly as the excise duty is relatively low.
Although Shenzhen Joye Technology retained its lead in e-vapour products in 2019, the player and indeed most of its major competitors lost share to others as smaller brands entered the category. There is little differentiation amongst brands in e-vapour products, which does not encourage high levels of brand loyalty.
Sales of smokeless tobacco, e-vapour products and heated tobacco are expected to grow by 20% in 2020 in constant 2019 value terms. This compares to a 2% fall in sales forecast for 2020 in the 2019 edition of tobacco, prior to the spread of the disease.
Smokeless tobacco has not established a significant official presence in Kazakhstan, though the illegal consumption of snus resulted in the product being temporarily banned in December 2019. Consequently, e-vapour products and heated tobacco products are responsible for 100% of overall category sales.
Heated tobacco is forecast to continue to perform strongly throughout 2019-2024, with the lifting of COVID-19-related restrictions on retailing and further manufacturer investment helping to accelerate growth in 2021. Indeed, major tobacco player, JTI Kazakhstan, is expected to enter the category in 2021, further raising its profile and increasing product availability.
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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 Kazakhstan with research from Euromonitor's team of in-country analysts.
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