In Peru, tobacco imports are on the rise. The same is true for e-cigarette enthusiasts: in a context of weak regulation, around 140 importers have imported products worth over 20 million dollars from 30 different brands over the past six years. The largest tobacco companies—British American Tobacco, the manufacturer of Lucky Strike, and Philip Morris, the producer of Marlboro—have distinguished themselves with their own e-cigarette brands. The former accounts for 20% of the inbound market, while the latter, though ranked more modestly, has successfully expanded its market compared to 2019.
About a decade ago, the world’s leading tobacco companies announced their shift towards lower-risk “smokeless” products. In other words, their goal is to increase sales of e-cigarettes and other devices containing tobacco and nicotine while reducing sales of cigarettes and other combustibles, which have been shown to pose health risks.
However, the new branded products they launched for this purpose are also harmful and potentially addictive. OjoPúblico discovered that one company—Philip Morris, known for producing the Marlboro and L&M cigarette brands—has even expanded its market presence in Peru by maintaining traditional imports (albeit lower than in 2019) while absorbing e-cigarettes.
Despite entering this business later in Peru—having only launched its e-cigarette brand Veev in January 2024—the company’s imports amounted to approximately $311,000 from January to November 1 of last year. This figure accounts for 1.5% of the e-cigarettes that have entered the country over the past six years, placing it among the 11 largest importers during that time.
Its main competitor, British American Tobacco Peru Holdings (BAT), which produces the Lucky Strike and Pall Mall cigarette brands, was one of the first companies to enter the “smokeless” industry at the national level. Its Vuse program is set to launch in 2022, with e-cigarette imports exceeding $4 million by 2024.
According to customs data analyzed by the media, this figure represents 20% of the total number of devices that have arrived in the country over the past six years, making it the largest importer.
Although they are the biggest companies, they are not the only ones benefiting from the e-cigarette market in Peru, as the country is a poorly regulated market. There are at least 137 other importers of e-cigarettes and their cartridges, four times the number of traditional tobacco product importers.
Some of these are specialty stores. However, according to records from the National Customs and Tax Administration (Sunat), others have entered the industry despite being involved in the food service or sporting goods sectors.
Even though 35 countries have completely banned the sale of e-cigarettes, this year alone, such importers have brought over 30 brands of e-cigarettes to Peru, featuring a variety of designs, flavors, and aromas.
British American Tobacco (BAT):
BAT is headquartered in London. However, its e-cigarette brand Vuse Liquids is manufactured in the United States, while these devices are produced in China by Smoore International Holdings.
In 2023, BAT's global e-cigarette sales reached 654 million units, a 7% increase from the previous year. According to the company's annual report, this business line, including other non-combustible products, accounted for 16.5% of its revenue.
Their most popular variant, Vuse Go, is operational in 59 countries, thanks to "positive regulatory progress," allowing them to enter emerging markets like Colombia, Paraguay, and Peru.
According to a report by the Organization for Economic Cooperation and Development (OECD), these three countries share a common trait: none of them prohibits the marketing of e-cigarettes or imposes taxes on them to deter consumption.
Peru and Colombia also share another characteristic: according to the 2023 Tobacco Industry Interference Index, in both cases, there is significant interference from the tobacco industry in the formulation of public policies aimed at combating tobacco consumption.
In the United States—one of the main markets for BAT's Vuse e-cigarettes—products with fruit flavors are not allowed for sale.
Like the World Health Organization, the U.S. Food and Drug Administration (FDA) has expressed concerns about youth consumption of these products. To this end, in July of last year, it excluded e-cigarettes with flavors other than tobacco from authorization.
In Peru, the barriers are not as high: the country has no such restrictions, and British American Tobacco has marketed two e-cigarette products: Vuse Go 5000 and Vuse Go 1000. The numbers represent the number of inhalations available in flavors such as watermelon, peach, and raspberry.
Their website warns that these products are addictive due to their nicotine content and prohibits sales to minors; Peru only approved this restriction on November 12, which will take effect in 2025.
British American Tobacco is also a major importer of traditional tobacco products like cigarettes. Although imports have not yet returned to pre-pandemic levels, they have increased by 64% from 2021 to 2023.
Philip Morris International (PMI):
As of November 1, PMI imported Veev e-cigarettes worth 310,916. This may seem like a modest figure. However, when combined with the sales of tobacco products during the same period, it reaches2.4 million. This is 70% higher than the record for traditional products alone in 2023.
Veev Now vape is a variant of the same brand, available in two styles: 500 puffs and 1800 puffs; as well as flavors like mint, blueberry, strawberry, watermelon, and mango.
According to a report from Kaival Brands Innovations Group, a brand innovation incubator based in Florida, this company is responsible for manufacturing. However, customs records analyzed by OjoPúblico indicate that China is the country of origin for Veev Now.
In July 2023, Kaival Brands informed PMI that the monthly sales of its Veeba and Veev Now products reached an all-time high. Both are part of the company’s “smokeless” product portfolio, which, according to its annual report, accounted for 37% of total global net profit at that time.
Canada's STLTH International:
STLTH International, a company originating from Canada, has been marketing its products since 2022 and, even considering the import volumes of the past six years, is the fifth largest importer. Unlike British American Tobacco and Philip Morris, it focuses solely on e-cigarette products and does not outsource manufacturing.
STLTH has 1,329 sales points in Peru, most of which are concentrated in convenience stores, liquor stores, and mini-markets such as Tambo, Oxxo, and Listo in Lima. In other words, they sell “smokeless” products from tobacco companies in the same stores.
In just two and a half years, STLTH's import volume has increased by over 700%, rising from 76,778 in e-cigarette devices and liquids in 2022 to616,402 by November 1, 2024.
Other Local Companies:
Customs records show that, in addition to these large companies, another 136 local companies imported e-cigarettes and their cartridges between 2019 and 2024. This year alone, they introduced over 30 brands, including Dragbar, Nasty, Vaporesso, and Juul, among others.
Vapo Perú stands out in this group, with imports totaling 2.9 million over the past six years. Another importer sharing its tax address, Vapor Club, had acquisitions amounting to163,783 during the same period.
A similar situation occurred with Peru's Vape Mode. Between 2019 and 2023, its import volume grew by over 600%, reaching 750,541. Following closely is Dos Lunares, which has brought in products worth over2 million from 2023 to 2024 thus far.
Source: OjoPúblico
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