Declining Demand for Heated Tobacco Devices in Russia


Russian demand for heated tobacco devices declined by 19% from July to September 2023, according to “Платформа ОФД” data.

According to recent financial data released by Russian operator “Платформа ОФД”, the number of Russians purchasing heating tobacco devices decreased by 19% year-on-year from July to September 2023, while the demand for pods dropped by 1%.


Sales of heated tobacco devices have experienced a 13% decline in the Moscow region. However, purchases of pods have witnessed a 4% growth.


On a national level, the median price of heated tobacco devices has increased by 20%, reaching 1,477 rubles (approximately 117 yuan). In Moscow, the price has risen by 16% to 1,601 rubles (approximately 126 yuan).


The OFD platform states that consumer interest in heated tobacco devices is diminishing.


Meanwhile, on November 3rd, Imperial Tobacco announced its decision to cease the introduction of new generation heated tobacco devices in the Russian market.


According to sources, the prominent heated tobacco devices currently available for sale in the Russian market include Glo Hyper by British American Tobacco, IQOS by Philip Morris International (PMI), and LiL Solid by KT&G.


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