In September 2020, Bentoel Internasional Investama Tbk PT – a subsidiary of BAT or British American Tobacco – introduced VELO, the first nicotine pouch to be launched in Indonesia. It is available in a number of different flavours.
VELO is available online through its official website, in addition to a number of online marketplaces: Bukalapak, Tokopedia and Shopee. It is priced at IDR30,000 for a can containing 20 packets or at IDR10,000 for a sachet containing five packets.
For the moment, demand for VELO remains quite limited in Indonesia. When it was launched, the economic environment was quite hostile, and most local consumers were focus on the fallout from the pandemic.
Retail current value sales of tobacco free oral nicotine are set to more than quintuple in Indonesia during 2021. A base-year effect will be significant factor in this, as Bentoel Internasional Investama Tbk PT’s VELO brand was launched locally less than four months before the end of 2020.
Growth in demand for tobacco free oral nicotine will remain vigorous during the remainder of the forecast period. However, retail current value sales will remain very limited compared to e-vapour products and even heated tobacco – which has not yet even been officially launched in Indonesia.
As VELO gains traction, it may lead to other brands of tobacco free oral nicotine being launched in Indonesia. The increase in marketing spend that this competition will inevitably bring in its wake will help to boost awareness of tobacco free oral nicotine among local consumers.
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Understand the latest market trends and future growth opportunities for the Tobacco Free Oral Nicotine industry in Indonesia 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 Tobacco Free Oral Nicotine industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Tobacco Free Oral Nicotine research and analysis database.
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