E-vapour products showed another impressive performance in 2021, with overall current value sales growing at a slightly higher double-digit rate than in 2020. Demand in all categories remained buoyant as health concerns and hikes in excise tax on tobacco products prompted more smokers to turn to vaping to help them quit or cut down.
The growing availability of e-vapour products via mainstream grocery retailers and specialists such as the Vapo chain helped to accelerate the migration of consumers from smoking to vaping in 2021. Distribution regulations changed over the course of the year with the phasing in of provisions in the Smokefree Environments and Regulated Products (Vaping) Amendments Act 2020.
Heated tobacco products continued to expand rapidly in 2021, with current value sales growing at over twice the rate recorded by e-vapour products. This was mainly because demand was emerging from a low base, as this category was only established in New Zealand in 2018 with the launch of the IQOS and HEETS brands from Philip Morris.
E-vapour products and heated tobacco products are poised to record robust growth in current value sales throughout the forecast period. Both will continue to benefit from rising interest in less harmful and more affordable alternatives to traditional tobacco products among smokers who want to quit or cut down for the sake of their health and to save money.
Heated tobacco products looks set to outperform e-vapour products in current value growth terms over the forecast period. The fact that demand in the former category is emerging from a lower base will skew the pace of its expansion to some extent, with the number of vapers in New Zealand expected to still be markedly higher than the number of heated tobacco users by 2026.
Open vaping systems will continue to dominate e-vapour products and expand at a much faster pace than closed vaping systems over the forecast period. While closed formats should remain appealing to novices and those seeking a convenient back-up or on-the-go option, regular vapers invariably gravitate towards open systems, which are more economical and offer a much wider choice of brands, product types, e-liquid flavours etc.
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Smokeless Tobacco and Vapour Products
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 and Vapour Products research and analysis database.
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