JUUL E-CIGARETTES LEAVING RUSSIAN MARKET

The American company Juul Labs, which is called one of the largest manufacturers of electronic cigarettes, has made a decision to stop operating in Russia. The reason for the closure of all outlets was the changed legal framework regulating the circulation of tobacco and cigarettes.

The company hopes to continue its operations in the Russian market by supplying low-nicotine products in liquids for electronic vaporizers. This was stated by the representative of the company Robin Kely.

In total, as of the beginning of the previous year, there were 14 retail outlets with corners in Russia.

Juul's open sections were located in large shopping centers in seven cities across the country. By February 1, 2021, all corners have ceased operations. This information is reported by 2GIS location-based service.

Amendments to the legislation, which came into force at the end of January, practically equated all products containing nicotine used by cigarettes smokers, regardless of whether they are vapes, hookahs or electronic cigarettes. Special pads in which fibers are impregnated with nicotine (the so-called "packs") have been banned for sale as well.

The biggest blow to Juul's products was the requirement for a maximum dose of nicotine in e-cigarette liquids.

Now this dose is 20 mg per 1 ml, while in the American brand vaporizers it reached 50 mg.

Experts note that the amendments to the law also affected other tobacco companies-competitors of Juul in Russia. In particular, Japan Tobacco International was selling the popular Logic Compact "vaporizer" in cartridges with nicotine doses ranging from 10.5 to 50 mg per ml. At the end of 2019, the brand was the leader in the Russian market for electronic nicotine delivery vehicles. Its share among competitors was estimated at 10.2%, and the entire volume of the sub-segment - at 25 billion rubles.

In a more advantageous position was Imperial Tobacco, which offers myblu electronic devices. Their products practically did not change, as the percentage of nicotine in 1 ml of liquid did not exceed 18 mg before.

It is already known that the new trade rules prohibit free placement of electronic cigarettes on show windows.

Their advertising, online sale and use in public places are completely prohibited. Representatives of competing companies have already announced that they have brought the state of the shopping areas in line with these rules. In particular, pavilions offering products from Philip Morris (IQOS devices) and British American Tobacco (glo systems) continue to operate in Russia. The latter will sell products to their customers in shopping areas operating under O: Space brand name.