Huaan Securities released a research report stating that China is currently the world's largest traditional tobacco market, while the U.S. leads in the novel tobacco sector. Japan and South Korea dominate in domestic novel tobacco market share.
In the U.S., vaping e-cigarettes currently dominate, but the HNB (heated-not-burned) market remains largely untapped. With the recent settlement between PMI and BAT, the HNB segment is expected to grow rapidly. The report highlights three key drivers of e-cigarette market leadership shifts: technological breakthroughs, traffic dividends, and regulatory compliance.
From a technological perspective, Glo Hilo offers advantages such as shorter heating time, higher temperature, and lower costs. BAT is also prioritizing Glo Hilo’s promotion to capitalize on market opportunities.
Key insights from Huaan Securities include:
1. **Offensive vs. Defensive Attributes of Tobacco Stocks** - Offensive: Tobacco companies drive EPS growth through regional and product diversification, demonstrating strong growth potential. - Defensive: Tobacco products exhibit inelastic demand, with strong resilience during economic downturns. - A comparison between Altria and Coca-Cola shows both are long-cycle consumer growth stocks, leveraging pricing power and product optimization for sustained EPS growth.
2. **Future Product Trends in the Tobacco Industry** - Traditional tobacco markets are shrinking, while novel tobacco products are expanding rapidly. In 2020, HNB surpassed e-cigarettes as the leading segment in the novel tobacco market. - The shift from traditional to novel tobacco is driven by health concerns and flavor diversity, with HNB offering significant harm reduction benefits.
3. **Market Dynamics and Regulatory Outlook** - The U.S. and Europe present evolving opportunities. While the U.S. vaping market is mature, HNB remains underdeveloped. The PMI-BAT settlement could accelerate HNB adoption. - Europe’s regulatory stance—tightening vaping restrictions while stabilizing HNB—may further boost HNB’s market dominance.
4. **Regulatory Divergence Across Countries** - Policies and taxation shape national approaches to tobacco regulation. However, overly strict policies with weak enforcement may inadvertently fuel illicit markets.
5. **Brand Competition in Tobacco** - Traditional tobacco is dominated by brands like Marlboro, Winston, and Camel. In novel tobacco, PMI and BAT lead, but strategic shifts could reshape the competitive landscape.
6. **Glo Hilo’s Potential to Disrupt the Market** - The U.S. vaping market has seen frequent leadership changes (Blu → NJOY → JUUL → Vuse). Technological innovation, traffic advantages, and compliance will dictate future leadership. - Glo Hilo’s technical edge and BAT’s promotional focus position it as a potential game-changer.
7. **China Tobacco’s Global Expansion via China Tobacco Hong Kong (06055.HK)** - As the designated platform for overseas operations, China Tobacco Hong Kong may consolidate more import/export businesses, acquire growth-oriented brands, and expand into novel tobacco technologies.
8. **Tobacco Supply Chain Companies** - Key listed firms in tobacco-related materials include Jinjia Group (002191.SZ), Dongfeng Holdings (601515.SH), Shaanxi Jinye (000812.SZ), and others involved in packaging, batteries, and vaping components.
**Risk Factors**: 1. Regulatory changes could significantly impact the industry. 2. Supply chain disruptions may affect profitability. 3. Data reliability in research reports poses challenges. 4. Delays in new product development could hinder growth. 5. Tax policy adjustments may increase compliance burdens. 6. Price fluctuations could alter consumer demand and brand performance.
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