In 2021, heated tobacco posted strongest performance in smokeless tobacco, e-vapour products and heated tobacco. The sub-category is relatively new and attracts consumers seeking to switch from cigarettes to an option they consider as being less harmful.
Sales of Swedish-style snus were legalized in 2019 in Switzerland. Snus is very popular among elite ice hockey players in Switzerland and is called the “ice hockey drug”, following its introduction in Switzerland about 20 years ago by foreign ice hockey players.
Leading players such as Philip Morris SA are expected to continue investing heavily in this category of products, with Philip Morris in particular seeking to build its future on smoke-free products. In 2021, the player launched Iqos Iluma with the Smartcore Induction System technology, which according to scientific studies generates on average 95% less toxic components compared to a cigarette.
Over the forecast period, the overall category of smokeless tobacco, e-vapour products and heated tobacco is expected to show double-digit growth, driven by the very positive performance of heated tobacco products where more innovations and premiumisation are expected.
In December 2021, the Federal Council proposed to apply a tax similar to the tax on tobacco on e-cigarettes, but at a lower rate in line with e-cigarettes’ lower toxicity. This rate will be 77% lower than the tax on tobacco cigarettes and the incentive behind the move is to discourage young consumers from developing addictions to e-cigarettes.
Following the outbreak of COVID-19 in 2020, e-commerce saw a boost in growth, with consumers appreciating being able to shop from the safety of their home, with added benefits such as home delivery boosting sales. As such, the development of e-commerce is set to continue over the coming years, especially when it comes to products such as e-vapour products and heated tobacco.
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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 Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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