Heated tobacco product sales skyrocketed in Lithuania in 2018. Consumers enjoy the usage convenience of tobacco heating devices and heated tobacco and the fact that they generate minimal odour and provide a similar experience to the smoking of regular cigarettes.
While vaping is in gradual decline in Lithuania, the local e-vapour products category remains something of a “Wild West” territory. Levels of cross-border and illicit trade are difficult to estimate, and despite the presence of a number of prominent players selling e-vapour products via brick-and-mortar outlets and online stores, the competitive environment is increasingly fragmented overall.
Sales of cig-a-likes are almost negligible in Lithuania and suffered a steep decline in value sales in 2018. Having once been one of the pioneering product types in e-vapour products in Lithuania, during the review period cig-a-likes saw interest among consumers and distributors diminish as more innovative and convenient open vaping systems became widely available.
Philip Morris expanded its support of HEETS heated tobacco in Lithuania in 2018, resulting in triple-digit volume sales growth. The company also promoted its Iqos 3 tobacco heating device in social media.
E-vapour products remained a highly and increasingly fragmented category with considerable grey market items blighting legal sales in 2018. Chinese brands continued to lead open vaping systems charging and vapourising devices in Lithuania in 2018.
Although vaping is generally considered less harmful than smoking traditional tobacco products, the Lithuanian government plans to impose excise tax on e-liquids from 2019. It is expected that this tax will be levied at a rate per millilitre of e-liquid.
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