The impact of Coronavirus (COVID-19) on the category was minor in 2021, as there were very few restrictions in terms of the functioning of non-grocery stores. Restrictions had mainly taken the form of reduced opening hours during the third wave of the virus at the beginning of the year, and on the entry of unvaccinated consumers in November-December.
Romania has become a significant source of heated tobacco for the domestic market and exports. Philip Morris Romania continued to benefit from the first-mover advantage with Iqos (tobacco heating device) and HEETS (heated tobacco) to dominate the category.
The strong retail current value sales growth in e-vapour products in 2021 was the result of a dynamic performance by closed vaping systems. The strong penetration rate since July 2021 took the market and established players by surprise.
The overall performance of the category over the forecast period is set to be driven by the strength and strong retail volume and value (constant 2021 prices) growth of heated tobacco. Heated tobacco continues to benefit from a reduced harm perception, and a lower per stick price than cigarettes.
Philip Morris Romania is expected to consolidate its leadership of heated tobacco over the forecast period. The facility operated by the company in Romania is undergoing a process of transformation, from a producer of standard cigarettes to a producer of heated tobacco, following an investment of USD500 million.
The overall performance of e-vapour systems over the forecast period is expected to be hit by the decline in retail value (constant 2021 prices) sales of the dominant category, open vaping systems. On the other hand, the surge of closed vaping systems, especially closed system single use, is set to continue.
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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 Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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