E-vapour products saw a solid return to current value growth in 2021, due to the reopening of vape shops, as well as the steps the government has made to legalise vaping in the country. Most sales of e-vapour products are via non-grocery specialists or vape shops.
Heated tobacco products maintained dynamic growth in 2021. The competitive price of heated tobacco when compared with cigarettes gave the category a good chance for growth during 2021.
AJ Vape Worldwide remained the largest player in e-vapour products in value terms in 2021, due to its leading position in e-liquids. Many vapers appreciate AJ Vape’s strong resonance with the local culture and its interesting flavour offerings.
E-vapour products and heated tobacco products are considered by increasing numbers of consumers as a better alternative to smoking cigarettes. Some consumers believe them to be a healthier alternative to cigarettes due to their marketing as modified risk tobacco products, whilst other believe they can be used to gradually decrease cigarette intake with the end goal of quitting.
From 2022, stronger current value increases are expected for e-vapour products than were seen in the two years prior to the emergence of COVID-19 in the country. Price-wise, retailers have stated that the prices of vaping systems could continue to decrease in the coming years, as newer and cheaper brands come into the market.
Heated tobacco products is projected to continue to see a dynamic performance in the forecast period, with double-digit current value growth rates in every year. However, this is a nascent category, and due to rising maturity, the rates of increase are set to gradually slow over the course of the forecast period.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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