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E-vapour products remained the most established category within smokeless tobacco, e-vapour products and heated tobacco in New Zealand, with heated tobacco only emerging in the country at the end of the review period and smokeless tobacco (chewing tobacco, or products such as snus, which is placed under the upper lip), prohibited for import and sale and have been since 2009. However, snuff is legal but not commonly used and sales remained negligible in the country.
Heated tobacco and tobacco heating devices, which entered New Zealand in 2018, recorded impressive triple-digit volume growth after its first full year of sales in 2019. After several years of battling restrictions in the country, the category emerged through Philip Morris with its products HEETS and IQOS respectively, following legalisation of the products, with the New Zealand Ministry of Health declaring them legal.
Competition within e-vapour products remained intense in 2019, with Black Note Inc regaining its leadership of the category from Shenzhen Innokin Technology Co Ltd, with the two players engaging in a close struggle for value share over the course of the review period. The Black Note brand retained its leadership of e-liquids and is known for its premium positioning and offering naturally extracted tobacco flavoured products.
In 2020, value sales of smokeless tobacco, e-vapour products and heated tobacco are expected to grow by 73% at constant 2019 prices in light of the impact of COVID-19. This compares favourably to a 73% rise in sales forecast in our 2019 edition of tobacco.
Open vaping systems and e-liquids are both predicted to record stronger current value growth in double-digit terms (at constant 2019 prices) in 2020 as smokers looked for more economical ways to sustain their smoking habits during an uncertain time and motivated by the lockdown in response to COVID-19 with concerns over reduced disposable incomes or even unemployment. Some players even reported increasing sales of e-vapour “starter kits” during this period, which indicates a greater willingness amongst some consumers to switch from traditional combustible tobacco products, either through a wish to quit smoking cigarettes for example, or to save money in the long term.
E-vapour products is predicted to continue to record impressive double-digit value growth at constant 2019 prices over the course of the forecast period in line with 2019’s trends. Despite a stricter regulatory environment which emerged in 2020, the increasing prices of traditional combustible tobacco products such as cigarettes and smoking tobacco is likely to encourage a higher number of local consumers to attempt to reduce their reliance on the latter and choose a more long-term affordable solution.
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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 New Zealand 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 New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.
The Smokeless Tobacco and Vapour Products in New Zealand market research report includes:
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