Smokeless Tobacco and Vapour Products in

Country Report

Executive Summary

Jul 2019
PROSPECTS
Number of vapers continues to steadily increase as Serbians try to quit smoking cigarettes

An increasing number of Serbian consumers continued to switch to e-vapour products in 2018, with these being largely perceived as an aid to quitting cigarette smoking. However, at the same time, the category’s growth is slowing every year, not only due to sales growing from a higher base but also the advent of competition from heated tobacco products.

Questions remain as to the impact of heated tobacco on health

Philip Morris introduced its Iqos heated tobacco device to the Serbian market in 2017. The brand was launched in several of the largest cities and was heavily marketed via point-of-sale promotions and banners throughout 2017 and in 2018, with many kiosks carrying Iqos point-of-sale banners and this strongly contributing to a rapid increase in consumer awareness of both the brand and heated tobacco as a whole.

Consumers benefit from a wider variety of flavours in e-liquids

Sales of open vaping systems continued to be largely driven by e-liquids in 2018, with the category benefiting from an ever increasing range of flavours. Umbrella Corp continued to dominate e-liquids, mainly through its Joyetech brand, although the company also offers other brands such as Ole and Liqua.

COMPETITIVE LANDSCAPE
Philip Morris still controls heated tobacco but is likely to face increasing competition over the forecast period

Having pioneered the category in Serbia, Philip Morris continued to dominate heated tobacco in 2018. However, the middle of the year also saw the entry of British American Tobacco with its Glo heated tobacco device and Neo heated tobacco sticks.

Promotional activities used by Philip Morris to further drive the switch from cigarettes to heated tobacco, with more expected going forward

With heated tobacco still a new concept in Serbia, Philip Morris continued to try and attract consumers in 2018 via deals such as giving them packs of HEETS heated tobacco for free when they buy an Iqos device within a given period of time. In addition, the company also started putting small promotional leaflets in its cigarette brands to promote Iqos.

Umbrella Corp leads e-vapour products thanks to its strength in both open and closed vaping systems

E-vapour products continued to be dominated by the importer and distributor Umbrella Corp in 2018, with the company’s strong position down to its presence in both open and closed vaping systems through well-known multinational brands. These include Joyetech vapour devices and e-liquids, as well as e-liquids under brands such as Ole, Flavour Art and Liqua.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Serbia 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 Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Smokeless Tobacco and Vapour Products in Serbia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Smokeless Tobacco and Vapour Products in Serbia?
  • What are the major brands in Serbia?
  • What are the traditional types of Smokeless Tobacco and Vapour Products are available in Serbia?
  • What is the product awareness of Smokeless Tobacco and Vapour Products in Serbia?
  • What innovations are present in Smokeless Tobacco and Vapour Products in Serbia?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport:

Tobacco market research database

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Serbia - Category analysis

HEADLINES

PROSPECTS

Number of vapers continues to steadily increase as Serbians try to quit smoking cigarettes
Questions remain as to the impact of heated tobacco on health
Consumers benefit from a wider variety of flavours in e-liquids

COMPETITIVE LANDSCAPE

Philip Morris still controls heated tobacco but is likely to face increasing competition over the forecast period
Promotional activities used by Philip Morris to further drive the switch from cigarettes to heated tobacco, with more expected going forward
Umbrella Corp leads e-vapour products thanks to its strength in both open and closed vaping systems

CATEGORY INDICATORS

Table 1 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 2 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 3 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 4 Sales of Tobacco Heating Devices: Volume 2013-2018
Table 5 Sales of Tobacco Heating Devices: Value 2013-2018
Table 6 Sales of Heated Tobacco: Volume 2013-2018
Table 7 Sales of Heated Tobacco: Value 2013-2018
Table 8 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 9 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 10 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 11 NBO Company Shares of Tobacco Heating Devices: % Volume 2014-2018
Table 12 LBN Brand Shares of Tobacco Heating Devices: % Volume 2015-2018
Table 13 NBO Company Shares of Heated Tobacco: % Volume 2014-2018
Table 14 LBN Brand Shares of Heated Tobacco: % Volume 2015-2018
Table 15 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 16 Distribution of Tobacco Heating Devices by Format: % Volume 2013-2018
Table 17 Distribution of Heated Tobacco by Format: % Volume 2013-2018
Table 18 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 19 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 21 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 22 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 23 Forecast Sales of Heated Tobacco: Value 2018-2023

Tobacco in Serbia - Industry Overview

EXECUTIVE SUMMARY

Cigarette sales continue to fall due to the popularity of illicit fine cut tobacco and increasing taxation
British American Tobacco enters heated tobacco and puts pressure on Philip Morris
British American Tobacco narrows gap at the top within cigarettes through heavy marketing investment
Distribution landscape remains fairly stable, although discounters gain share in cigarettes as Lidl enters Serbia
Cigarettes to suffer over forecast period due to growing health consciousness and rising retail prices, resulting in other categories performing well

OPERATING ENVIRONMENT

Legislation
Legislative overview
Summary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) cigarette regulation
Flavoured tobacco product ban
E-vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 24 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 25 Sales of Tobacco by Category: Volume 2013-2018
Table 26 Sales of Tobacco by Category: Value 2013-2018
Table 27 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 28 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 29 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 30 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 31 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 32 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources