Tobacco free oral nicotine in the form of nicotine pouches only emerged in Romania in 2020, and therefore the niche category recorded only low volume sales compared to overall tobacco. Extremely low awareness amongst local consumers and availability are the two main reasons for such limited penetration.
The distribution of nicotine pouches was limited to e-commerce upon its entry in Romania, although there was no one pure online retailer which stood out in terms of sales.
A number of small brands of nicotine pouches emerged in 2020, although these were available from foreign e-commerce sites with no data available about their sales. Therefore, the competitive landscape can be considered fragmented.
Due to its novelty factor in Romania, volume sales of nicotine pouches are predicted to see double-digit volume growth in 2021/2022, before gradually slowing over the remainder of the forecast period. Overall opportunities are likely to be low for the product to gain stronger penetration in the country in the short term because the focus amongst leading players is on heated tobacco and non cig-a-like closed system.
Communication about nicotine pouches in 2021 is likely to remain negligible with smaller players unable to market their products. Informed consumers, including younger tech-savvy adults who are searching for alternative tobacco products, are more likely to be comfortable in placing online orders through foreign e-commerce stores.
For the short term, there are no producers of nicotine pouches which would be willing to invest in marketing these products in order to create awareness and demand. Nevertheless, chemists/pharmacies could be utilised as an alternative distribution channel to raise consumer awareness of the products.
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Understand the latest market trends and future growth opportunities for the Tobacco Free Oral Nicotine industry in Romania 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 Romania, 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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