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In 2019, heated tobacco continued to record extremely strong growth. The category continues to mainly be driven by the Phillip Morris product Iqos, which continues to innovate and dominate sales.
Although open vaping systems have been prevalent in the market for over a decade, new product development within the category has been slow and the products have mostly stayed unchanged, having Chinese-branded devices and mostly sweet-flavoured liquids. In 2019, a new salt-based flavour emerged and quickly gained share within e-liquids.
With Philip Morris seeing heated tobacco as the future of the tobacco industry, the major focus of the company’s new product developments has been on heated tobacco products, for example with the launch of the Iqos 3 DUO, combining the features of Iqos Multi, which offers two consecutive iQOS HEETs smoking experiences, and the Iqos 3 battery performance. In addition, a new line of heating sticks was introduced called HEETs Creations, which offers different tastes in a premium package.
In 2020, sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to grow by 28% in constant 2019 value terms. This compares to a 33% rise in sales forecast in our 2019 edition of tobacco.
Non cig-a-like closed systems and heated tobacco products will continue to see strong growth in 2020, albeit slightly slower than a year earlier, with these products now increasingly growing from bigger sales bases. Cig-a-likes will remain in decline, while open vaping systems will record only modest growth.
The trends of non cig-a-like closed systems and heated tobacco products recording strong growth, cig-a-likes declining and open vaping systems moving ever closer to stagnating year-on-year sales will remain in place as the forecast period progresses. The trend towards promoting alternative nicotine consumption products will continue to be seen in Russia, with non cig-a-like closed systems and heated tobacco products increasingly the favoured methods, although open vaping systems still account for a reasonable share of the overall category’s sales.
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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 Russia with research from Euromonitor's team of in-country analysts.
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