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The first heated tobacco products were introduced to Latvia in 2018 when Philip Morris Latvia SIA launched the ISOQ and HEETS on the landscape. Heated tobacco products are subject to VAT and specific excise, just like traditional tobacco, and further tax increases are planned for 2020.
Open vaping systems remained popular in 2019, recording strong double-digit growth. With the expansion of specialised vaping systems and e-liquids outlets in Riga and other large cities in Latvia, the category is expected to develop in the future.
HEETS by Philip Morris Latvia SIA was the fastest growth player in tobacco in 2019, being very well received by consumers, especially cigarette smokers who wished to trade to a habit they believed to be less harmful to their health. Philip Morris Latvia launched the IQOS device in 2018, which also saw the opening of the first IQOS concept store in Riga.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to increase by 144% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 45% rise in sales forecast in our 2019 edition of tobacco.
Heated tobacco is expected to register triple-digit value growth during 2020, and e-vapour products are expected to record double-digit growth during the year. Growth in these areas will be boosted by increased health concerns, magnified due to the COVID-19 pandemic.
In 2020, value growth for heated tobacco and e-vapour products is predicted to be positive, with increased health concerns, boosted by the outbreak of COVID-19, adapting consumers buying habits throughout the year. As a result, value growth in heated tobacco is expected to remain high across the forecast period, recording double-digit growth each year.
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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 Latvia 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 Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.
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