Continued strong growth was observed in smokeless tobacco, e-vapour products and heated tobacco overall in Slovakia in 2021. Vaping and heated tobacco continue to gain popularity as more Slovak smokers shift to healthier tobacco products and alternatives.
Smokeless tobacco continued to perform strongly in 2021, benefiting from the fact that smokers can use oral tobacco products (moist snuff) while wearing masks/respirators (during pandemic restrictions). Furthermore, snuff offers higher and faster nicotine deployment (also known as a “kick effect”) compared to regular cigarettes.
By far the best performing category in 2021 was nicotine pouches, thanks to significant development in terms of product launches, wider distribution and marketing support. Nicotine pouches, which became available in Slovakia in 2019, remain widely unregulated in Slovakia and are becoming popular thanks to influencers (eg MMA fighter Vegh who supports the Shiro brand) and the fact that the products can be used while wearing a mask.
In the forecast period, sales of heated tobacco will continue to grow but at more stable rates compared to the review period. Heated tobacco performed extremely well in Slovakia over the review period, with sales and consumer awareness driven by a single brand, HEETS (Iqos) by Philip Morris.
Large tobacco players are expected to become increasingly present within fast-growing categories such as moist snuff and, even more importantly, nicotine pouches. These offer the best growth potential and so every large tobacco company will want to be part of the movement.
Legislative regulation on nicotine pouches is expected to be introduced in Slovakia in 2024 together with a new Tobacco Products Directive by the EU. Here, a limit on maximum nicotine content per serving is a very realistic option, similar to cigarettes (20mg), as well as direct taxation by means of excise tax.
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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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