Smokeless tobacco, e-vapour products and heated tobacco continued to witness strong value growth in Portugal in 2021, mainly due to the ongoing strong growth of heated tobacco and exponential growth of closed vaping systems. It is not definite that Portuguese consumers have become more concerned about tobacco use as a direct consequence of COVID-19 but rather through smokeless products becoming more fashionable than cigarettes.
In 2021, heated tobacco and tobacco heating devices continued to perform well with a continuously high number of smokers using the product thanks to the strong investment from the only brands in the category, HEETS and Iqos, both owned by Tabaqueira. The option of testing a Iqos device for 14 days before purchase has proven successful as has the continuous decline in average prices.
The category continues to encounter difficulties in reaching a larger number of consumers, something that can be attributed to several factors. For example, when closed system players entered the category, heated tobacco already had a significant share.
Overall, sales of smokeless tobacco, e-vapour products, and heated tobacco are expected to continue growing over the forecast period with this driven by Portuguese consumers shifting towards these products to replace cigarettes consumption. The prohibition on selling menthol-flavoured cigarettes and fine cut tobacco, which came into force in May 2020, will intensify competition among players to attract menthol fans to alternatives, notably in e-vapour and heated tobacco categories, which are not covered by the new rules.
Increasingly looked on as a less harmful alternative, heated tobacco is set to continue seeing increasing demand from consumers, especially amongst younger adults. The category presents a considerably higher profitability when compared with traditional cigarettes, thus boosting companies’ investment in this area.
After being particularly affected by stores closures and restrictions on movement in 2020, the open vaping systems category is expected to recover, albeit at slow pace as the country opens and socialising and tourism are revived. Specialised stores will be key to category sales due to the knowledge, trust, and counselling they can offer.
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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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