Following a challenging 2020 for e-vapour products and heated tobacco, these categories achieved strong growth in 2021. The improvement in the categories’ performances was supported by the easing of COVID-19 related restrictions and higher consumer disposable income compared with the previous year.
PMFTC launched Iqos in the Philippines in 2020, which entailed its direct distribution of this popular heated tobacco device. The opening of Iqos stores in selected shopping centres in Metro Manila and the official online store of the brand enabled PMFTC to communicate the message that heated tobacco is an alternative to cigarettes to consumers in the market.
When there was a strict lockdown in 2020, vapers and heated tobacco users turned to e-commerce. Despite the greater increase in mobility as COVID-19 restrictions have been eased, users of e-vapour products and/or heated tobacco have come to appreciate the convenience of purchasing products through e-commerce sites such as Shopee and Lazada.
Heated tobacco offers a more positive outlook than e-vapour products and is set to continue to benefit from having the tobacco giant, PMFTC, investing to raise consumer awareness and drive dynamism in the category. The company is likely to invest more in brand activations and marketing strategies that will raise the profile of heated tobacco as a less harmful alternative to cigarettes as it pursues its commitment to a “smoke-free” future.
With greater vaccination rates in the country and a better economic outlook, the growth prospects for e-vapour products, particularly open vaping systems and e-liquids, will be sustained. Growing taxation rates may not impact demand for e-vapour products to a great extent in the forecast period.
Smokeless tobacco is likely to maintain a limited presence in the Philippine market over the forecast period. There are few retailers that are offering smokeless tobacco, which remains a very niche product.
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Smokeless Tobacco and Vapour Products
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 and Vapour Products research and analysis database.
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