国泰海通｜轻工：产业趋势明确，烟草巨头加速布局——新型口含烟行业专题梳理

Core Insights - The article emphasizes the clear upward trend in the new tobacco industry driven by supply and demand dynamics, leading to accelerated expansion and increased involvement from international tobacco giants [1][2]. Industry Trends - The new oral tobacco products, which combine characteristics of heated non-combustible (HNB) and vaporized electronic cigarettes, are gaining popularity globally due to their ability to address traditional tobacco's limitations [2]. - New oral tobacco products are expected to gradually replace traditional products, similar to how HNB products have replaced cigarettes, while also attracting a new customer base with diverse flavor options [2]. - The tax environment for non-tobacco products is more favorable, and the competition is less intense compared to vaporized electronic cigarettes, leading to higher expected profit margins for new oral tobacco products [2]. Competitive Landscape - The market for new oral tobacco products has low entry barriers, but the market share remains concentrated among international tobacco companies, with no significant changes expected in the competitive landscape [3]. - The established customer base and sales channels of international tobacco companies, built over years of traditional oral tobacco operations, create a path dependency that hinders new entrants [3]. - The regulatory environment is stable and favorable for new oral tobacco products, as they pose lower public health risks compared to vaporized electronic cigarettes, which helps maintain a level playing field among brands [3]. Company Developments - Philip Morris International (PMI) made a significant move by acquiring the parent company of ZYN, a leading brand in new oral tobacco, for $16 billion, indicating strong confidence in the industry's future [4]. - The FDA's approval of 20 ZYN products for market release in January 2025, including various flavors, further supports the positive outlook for the industry [4]. - The online distributor Haypp has provided optimistic guidance for its 2025 performance, reinforcing the industry's high growth potential [4].