Country Report

Smokeless Tobacco and Vapour Products in

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in the Netherlands

Jul 2020

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Executive Summary

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PRE-COVID-19 PERFORMANCE

Stable performance for e-vapour products in 2019 supported by open vaping systems while new non cig-a-like closed system is positively received by vapers

E-vapour products continued to record double-digit current value growth in 2019, driven by open vaping systems, and the new format of the non cig-a-like closed system which recorded triple-digit growth in its first full year of sales, helping to offset the ongoing declines recorded by cig-a-likes. Vaping in the Netherlands is continuing to gain in popularity amongst younger adults, who often start through curiosity with fewer consumers in this demographic taking up smoking cigarettes.

Niche of heated tobacco continues to record impressive growth rates in 2019 since its arrival in the country

Following the roll-out of tobacco heating device Iqos and accompanying heated tobacco HEETS by Philip Morris in 2017, demand for these products has continued to increase with 2019 recording another year of triple-digit growth in both volume and current value terms. A strong growth trend is likely to continue into the forecast period, as heated tobacco benefits from less restrictive regulations and favourable excise taxation compared with combustible cigarettes.

Intensifying competition within e-vapour products with the entry of new brands from traditional tobacco producers in 2019, while Philip Morris continues to benefit from being the sole player within heated tobacco

The competitive landscape of e-vapour products in the Netherlands intensified as an increasing number of brands entered at the end of the review period due to the category’s further dynamic potential in the country. The emergence of the non cig-a-like closed system in 2018 through JUUL (JUUL Labs Netherlands BV) and Aspire caused much excitement amongst e-vapour consumers in the Netherlands but they were quickly joined by Myblu and Vype a year later, having been launched by producers of traditional tobacco products Imperial Tobacco Netherlands and British American Tobacco Netherlands BV, respectively; these players are increasingly looking at other avenues of profit due to declining demand for cigarettes.

2020 AND BEYOND

COVID-19 impact

In 2020, value sales of smokeless tobacco, e-vapour products and heated tobacco are now expected to grow by only 28% at constant 2019 prices in light of the impact of COVID-19. This compares to a 31% rise in sales forecast in our 2019 edition of tobacco.

Affected products within smokeless tobacco, e-vapour products and heated tobacco

While demand for the larger value category of open vaping systems is predicted to remain steady in 2020, the novel categories of non cig-a-like closed system and heated tobacco are predicted to record notably slower value growth at constant 2019 prices compared to 2019; however, their growth rates will remain impressive overall compared to all other areas of the tobacco market due to their low sales base. While heated tobacco sticks are now less expensive compared to the average unit price of cigarettes due to the ongoing tax rises for the latter, consumers still need to invest in an initial outlay for the tobacco heating device, and therefore some consumers during the pandemic may focus their spending on other priorities.

Recovery and opportunities

In line with declining smoking prevalence amongst adult consumer of cigarettes over the forecast period, demand for e-vapour products and heated tobacco is set to continue in the Netherlands, although compared to traditional tobacco their penetration will remain low in the country overall. However, while all main growth areas such as open vaping systems, non cig-a-like closed system and heated tobacco are predicted to continue to record positive sales over the forecast period, a slowdown in the growth rate in value terms at constant 2019 prices for the first two categories and in volume and value terms for the latter is likely from 2021 onwards, particularly as the novelty of these innovative products starts to wane.

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Overview

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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 Netherlands 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 Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Smokeless Tobacco and Vapour Products in Netherlands 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 Netherlands?
What are the major brands in Netherlands?
What are the traditional types of Smokeless Tobacco and Vapour Products are available in Netherlands?
What is the product awareness of Smokeless Tobacco and Vapour Products in Netherlands?
What innovations are present in Smokeless Tobacco and Vapour Products in Netherlands?

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

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

HEADLINES

PRE-COVID-19 PERFORMANCE

Stable performance for e-vapour products in 2019 supported by open vaping systems while new non cig-a-like closed system is positively received by vapers

Niche of heated tobacco continues to record impressive growth rates in 2019 since its arrival in the country

Intensifying competition within e-vapour products with the entry of new brands from traditional tobacco producers in 2019, while Philip Morris continues to benefit from being the sole player within heated tobacco

2020 AND BEYOND

COVID-19 impact

Affected products within smokeless tobacco, e-vapour products and heated tobacco

Recovery and opportunities

CATEGORY INDICATORS

Table 1 Number of Adult Vapers 2014-2019

CATEGORY DATA

Table 2 Sales of Tobacco Heating Devices: Volume 2014-2019
Table 3 Sales of Tobacco Heating Devices: % Volume Growth 2014-2019
Table 4 Sales of Heated Tobacco: Volume 2014-2019
Table 5 Sales of Heated Tobacco: % Volume Growth 2014-2019
Table 6 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2014-2019
Table 7 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2014-2019
Table 8 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 9 NBO Company Shares of E-Vapour Products: % Value 2015-2019
Table 10 LBN Brand Shares of E-Vapour Products: % Value 2016-2019
Table 11 NBO Company Shares of Tobacco Heating Devices: % Volume 2015-2019
Table 12 LBN Brand Shares of Tobacco Heating Devices: % Volume 2016-2019
Table 13 NBO Company Shares of Heated Tobacco: % Volume 2015-2019
Table 14 LBN Brand Shares of Heated Tobacco: % Volume 2016-2019
Table 15 Distribution of E-Vapour Products by Format: % Value 2014-2019
Table 16 Distribution of Tobacco Heating Devices by Format: % Volume 2014-2019
Table 17 Distribution of Heated Tobacco by Format: % Volume 2014-2019
Table 18 Forecast Sales of Tobacco Heating Devices: Volume 2019-2024
Table 19 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2019-2024
Table 20 Forecast Sales of Heated Tobacco: Volume 2019-2024
Table 21 Forecast Sales of Heated Tobacco: % Volume Growth 2019-2024
Table 22 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2019-2024
Table 23 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2019-2024

Tobacco in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Smoking prevalence amongst Dutch adult population continues to decline in 2019 due to ongoing shift in attitudes and increasingly restrictive operating environment

Major multinationals likely to be less hindered by further government restrictions due to top-of-mind positioning but other tobacco producers are attracted to further growth potential of e-vapour products

E-vapour products and heated tobacco set to offer the strongest potential for growth over the forecast period as government efforts to reduce smoking prevalence are set to lead to further declines for traditional tobacco products

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

Reduced harm

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 24 Number of Adult Smokers by Gender 2014-2019

MARKET DATA

Table 25 Sales of Tobacco by Category: Volume 2014-2019
Table 26 Sales of Tobacco by Category: Value 2014-2019
Table 27 Sales of Tobacco by Category: % Volume Growth 2014-2019
Table 28 Sales of Tobacco by Category: % Value Growth 2014-2019
Table 29 Forecast Sales of Tobacco by Category: Volume 2019-2024
Table 30 Forecast Sales of Tobacco by Category: Value 2019-2024
Table 31 Forecast Sales of Tobacco by Category: % Volume Growth 2019-2024
Table 32 Forecast Sales of Tobacco by Category: % Value Growth 2019-2024

Megatrends

Country Report

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in the Netherlands

New Report Guarantee

Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Stable performance for e-vapour products in 2019 supported by open vaping systems while new non cig-a-like closed system is positively received by vapers

Niche of heated tobacco continues to record impressive growth rates in 2019 since its arrival in the country

Intensifying competition within e-vapour products with the entry of new brands from traditional tobacco producers in 2019, while Philip Morris continues to benefit from being the sole player within heated tobacco

2020 AND BEYOND

COVID-19 impact

Affected products within smokeless tobacco, e-vapour products and heated tobacco

Recovery and opportunities

Overview

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Overview

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Table of Contents

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

HEADLINES

PRE-COVID-19 PERFORMANCE

Stable performance for e-vapour products in 2019 supported by open vaping systems while new non cig-a-like closed system is positively received by vapers

Niche of heated tobacco continues to record impressive growth rates in 2019 since its arrival in the country

Intensifying competition within e-vapour products with the entry of new brands from traditional tobacco producers in 2019, while Philip Morris continues to benefit from being the sole player within heated tobacco

2020 AND BEYOND

COVID-19 impact

Affected products within smokeless tobacco, e-vapour products and heated tobacco

Recovery and opportunities

CATEGORY INDICATORS

CATEGORY DATA

Tobacco in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Smoking prevalence amongst Dutch adult population continues to decline in 2019 due to ongoing shift in attitudes and increasingly restrictive operating environment

Major multinationals likely to be less hindered by further government restrictions due to top-of-mind positioning but other tobacco producers are attracted to further growth potential of e-vapour products

E-vapour products and heated tobacco set to offer the strongest potential for growth over the forecast period as government efforts to reduce smoking prevalence are set to lead to further declines for traditional tobacco products

OPERATING ENVIRONMENT

Legislation

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

Reduced harm

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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