Heated tobacco products and e-vapour products continued to post dynamic growth in current value terms in 2021. Many consumers shifted from the smoking regular cigarettes during the review period to what they perceived to be less harmful products, such as heated tobacco and various vaping products.
Philip Morris continued to hold a monopoly on sales of tobacco heating devices in 2021, with it running an intensive campaign towards the end of the review period to promote and sell its Iqos brand. The campaign was complemented with new points-of-sale, which were set up in supermarkets across Lithuania, specifically to sell Iqos.
In contrast to heated tobacco products, e-vapour products retained a highly fragmented competitive landscape in 2021, with grey market items blighting legal sales. Chinese brands continued to lead open and closed vaping systems in Lithuania in 2021.
Demand for tobacco products which are perceived to be less harmful should continue to support category growth during the forecast period as growing numbers of consumers look for support in quitting smoking cigarettes. Nonetheless, the government will likely continue imposing restrictions on these products as it looks to manage the rapid rise of this category and its potential threat to the health of the nation and the efforts to curb smoking prevalence.
Another factor behind the dynamic growth projected for heated tobacco products is the entry of new players. For instance, the Glo brand of tobacco heating devices from British American Tobacco was officially launched in Lithuania in 2022.
A ban on flavours in vaping products was introduced from 1 July 2022. This will be huge blow to sales of e-vapour products with the wide range of flavours being a key selling point for many of these products.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
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 Definitions
This report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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