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Despite ongoing talks and proposals around the regulation of e-vapour products and heated tobacco, any new regulation was still yet to come into effect in 2019. As such, the legislation covering e-vapour products and heated tobacco remained unclear in 2019, as there were no clear or fixed laws to regulate heat-not-burn or vaping products in the country.
Philip Morris was the first of the big three tobacco players to enter heated tobacco products in Malaysia, with the launch of IQOS and HEETS towards the end of 2018. This was not only the first line of heated tobacco products in Malaysia, but also the first market in Southeast Asia in which Philip Morris officially launched these brands.
Most open vaping systems charging and vapourising devices available in Malaysia are imported and are predominantly of Chinese origin. International players continually launch new product designs and new technological features to attract consumers and encourage purchases.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to decline by 5% in constant 2019 value terms in light of the impact of COVID-19. This compares to a 15% rise in sales forecast in our 2019 edition of tobacco.
Heated tobacco has a lower average unit price compared to cigarettes which could make it an attractive proposition given the financial constraints resulting from COVID-19. Furthermore, these products are a new novelty with growth coming from a low base and as such should fare better in 2020, providing supply levels are maintained, albeit with growth being significantly slower than had been projected pre-COVID-19.
Closed vaping systems and especially heated tobacco products are expected to deliver positive results over the forecast period with consumers increasingly looking for products which they perceive to be less harmful and which they believe can help them to quit smoking cigarettes. Both categories are also relatively new to the market and as such retain novelty value, while also benefiting from intense competition between rival manufacturers.
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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 Malaysia 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 Malaysia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Smokeless Tobacco and Vapour Products in Malaysia market research report includes:
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