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Smokeless Tobacco, E-Vapour Products and Heated Tobacco in the US
July 2022
2021 DEVELOPMENTS
The rise of synthetic nicotine in e-vapour products
Synthetic nicotine products took e-vapour products by storm in 2020, meeting the demand for flavour variety and convenience that opened up following the FDA’s January 2020 flavour ban on tobacco-derived brands and ongoing PMTA uncertainty. Many customers accustomed to smoking flavoured vapour products soon found familiar alternatives in these synthetic products.
Tobacco-free oral nicotine gains traction
Tobacco-free oral nicotine is continuing to grow, as adult consumers look for convenient alternatives. Again, synthetic nicotine is seen, contained in the majority of oral products, such as pouches, gum, mints, lozenges and toothpicks, although tobacco-derived nicotine products also hold part of the market.
Snus continues its growth
Swedish-style snus has enjoyed steady volume growth for over a decade in the US, and 2021 was no exception. Snus is grouped in with other alternative products that are perceived as less harmful, such as e-vapour products, nicotine pouches and heated tobacco products.
PROSPECTS AND OPPORTUNITIES
Heated tobacco will try and get a foothold
It is early days for heated tobacco, but it has the potential to gain attention, adoption and market share in the late forecast period. IQOS has been the only heated tobacco product (HTP) to be sold in the US, launching in 2019 and 2020 exclusively in three metropolitan areas.
PMTA uncertainty for e-vapour products
Synthetic e-vapour products were set to continue to see double-digit growth, especially as most tobacco-derived nicotine vapour products were coursing through the required federal PMTA process and still lacked flavoured options. However, their future is less certain after the FDA gained regulatory authority over synthetic nicotine in April 2022.
Dual usage and replacement trends
The topic of dual usage is pertinent, as companies are looking to fill in the gap of consumers’ desire for alternative products to help decrease consumption of another product, offer greater convenience, and for immediate or eventual replacement of another product. Dual or multi-use of tobacco products in the US is small, but showed slow increases in 2020 and 2021, as the pandemic led more people to pick up a stress-reducing habit.
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Overview:
Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Smokeless Tobacco and Vapour Products industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Smokeless Tobacco and Vapour Products in USA report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Smokeless Tobacco and Vapour Products in USA?
Which are the leading brands in Smokeless Tobacco and Vapour Products in USA?
How are products distributed in Smokeless Tobacco and Vapour Products in USA?
Which category is the most heavily taxed in USA?
How is the operating environment for Smokeless Tobacco and Vapour Products changing?
What are the current legislative restrictions applicable to the sale of Smokeless Tobacco and Vapour Products products in USA?
How has COVID-19 impacted demand?
How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
Where is future growth expected to be most dynamic?
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in the US - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
The rise of synthetic nicotine in e-vapour products
Tobacco-free oral nicotine gains traction
Snus continues its growth
PROSPECTS AND OPPORTUNITIES
Heated tobacco will try and get a foothold
PMTA uncertainty for e-vapour products
Dual usage and replacement trends
CATEGORY INDICATORS
Table 1 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 2 Sales of Smokeless Tobacco by Category: Volume 2016-2021Table 3 Sales of Smokeless Tobacco by Category: % Volume Growth 2016-2021Table 4 Sales of Tobacco Heating Devices: Volume 2016-2021Table 5 Sales of Tobacco Heating Devices: % Volume Growth 2019-2021Table 6 Sales of Heated Tobacco: Volume 2016-2021Table 7 Sales of Heated Tobacco: % Volume Growth 2020-2021Table 8 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 9 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 10 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2020-2021Table 11 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 12 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 13 Sales of E-Liquids by Nicotine Strength: % Value 2019-2021Table 14 NBO Company Shares of Smokeless Tobacco: % Volume 2017-2021Table 15 LBN Brand Shares of Smokeless Tobacco: % Volume 2018-2021Table 16 NBO Company Shares of E-Vapour Products: % Value 2017-2021Table 17 LBN Brand Shares of E-Vapour Products: % Value 2018-2021Table 18 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 19 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 20 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 21 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 22 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 23 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2018-2021Table 24 Distribution of Smokeless Tobacco by Format: % Volume 2016-2021Table 25 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 26 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 27 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 28 Forecast Sales of Smokeless Tobacco by Category: Volume 2021-2026Table 29 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2021-2026Table 30 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 31 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 32 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 33 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 34 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 35 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2021-2026Table 36 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2021-2026Table 37 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 38 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
Tobacco in the US - Industry Overview
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What’s next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Advertising through retail points-of-sale
Sponsorship of sporting/music events
Distribution of tobacco-branded gifts (e.g., cigarette-branded lighters, pens, etc.)
Table 39 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 40 Sales of Tobacco by Category: Volume 2016-2021Table 41 Sales of Tobacco by Category: Value 2016-2021Table 42 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 43 Sales of Tobacco by Category: % Value Growth 2016-2021Table 44 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 45 Forecast Sales of Tobacco by Category: Value 2021-2026Table 46 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 47 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
The following categories and subcategories are included:
Smokeless Tobacco and Vapour Products
Chewing Tobacco
Loose US-Style Moist Snuff
Portion US-Style Moist Snuff
Swedish-Style Snus
Closed System Single Use
Closed System Rechargeable (including starter kits)
Closed System Cartridges
Open Vaping Systems Charging and Vapourising Devices
E-liquids
Tobacco Heating Devices
Heated Tobacco
Nicotine Pouches
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.