E-vapour products have only recently been legalised in the United Arab Emirates. During early 2019, new laws were passed in the United Arab Emirates legalising the sale and possession of e-vapour products.
IQOS is the only brand currently present in heated tobacco in the United Arab Emirates. The brand is predominantly targeted at affluent consumers who already purchase premium brands and products.
The range of flavours available in e-vapour products in the United Arab Emirates continued to expand in 2020. This trend was most noticeable in closed vaping systems, with closed pods with strong flavours such as menthol becoming particularly popular amongst Arab expatriates.
Over the forecast period, closed vaping systems are expected to continue to outperform open vaping systems. Open vaping systems pose more of a challenge to the regulatory environment in the United Arab Emirates, as there are fewer registered brands in this category.
Over the forecast period, e-vapour and heated tobacco devices and products are expected to become more widely available in the United Arab Emirates, with product availability becoming a key driver for growth in this category. It is likely that the government will step in over the forecast period, however, in order to regulate sales more across both online and offline channels.
In the wake of the COVID-19 pandemic, more consumers in the United Arab Emirates are expected to take an interest in health and wellness trends, with more consumers motivated to live healthier lifestyles following their experience of the global health crisis in 2020. As such, more smokers are expected to switch to heated tobacco products as a healthier alternative to cigarettes over the forecast period.
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This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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