NATO Show Product Trends

LAS VEGAS – It has been said that in the constantly evolving world of e-vapor, a product’s lifecycle is already running out by time it hits shelves. This is why trade shows like NATO are key events for retailers, providing a sneak peek at the trends to come.

 

Last year provided further confirmation that cigalikes were on the out and we were entering the age of vape. Pens and e-liquids were seemingly everywhere, with some vendors seeking to narrow the performance gap between tanks and cigalikes through bridge-type offerings such as Lorillard’s blu PLUS or the Logic PRO. 

 

It also hinted at the potential of heat-not-burn, with PAX and The Happy Cig showcasing loose-tobacco vaporizers. By the end of 2014, Reynolds announced plans to test its own heat-not-burn offering (Revo) and Philip Morris International had launched a heat-not-burn product (iQos) in Europe and Japan, with other heat-not-burn options in the pipeline. 

 

So what sneak peeks did this year’s NATO Show provide for the future of not just e-vapor, but the tobacco industry as a whole? Here are three distinct trends CSP observed:

 

Sure, there were still plenty of pens, tanks and e-liquids on the NATO Show floor. But an observer couldn’t help but notice the proliferation of mods. Once thought to be limited to the extreme vape consumer (the vape shoppers), the overwhelming presence of these larger, box-like vaporizers might suggest the public at large would be willing to embrace a less-cigarette-like option. Digirette even had an entry-level mod device, which came pre-filled so the most novice vapers could use it with ease.

 

Perhaps the mod trend addresses a broader function-over-form movement. Now that consumers are aware of e-vapor, the need for a familiar size or package might not be as great as when vape was in its infancy. As such, the show floor featured many unique-looking options beyond mods, including larger vaporizers such as VMRs v2 Pro or the new electronic cigarettes from PAX Labs, JUUL.

 

Cigarillos have been the cigar segment’s most popular entry. For years, manufacturers have capitalized on this trend by adding new packaging and flavor options to their cigarillo portfolio. This year, CSP observed not one, but two manufacturers that went a different route: expanding the size of their cigarillo offerings. 

 

Trendsettah USA launched its Extendos line of cigarillos at the NATO Show. At 8.5 inches, these products are twice the size of a standard cigarillo and came about because of requests consumers made via social media. On the other side of the equation, Swisher International was showcasing its new line of mini-cigarillos. Roughly half the size of your average cigarillo, Swisher Sweets mini-cigarillos come in a variety of flavors in three-for-two packs.

 

Before attending the NATO Show, CSP questioned if the growing prominence of legalized marijuana would result in a shift towards non-tobacco-centered products. While there wasn’t a noticeable shift towards marijuana, there was a definite uptick in products with “hemp” in their name. From traditional rolling papers, such as Republic Tobacco’s OCB organic hemp cigarette papers, to e-vapor, like the Hemp Hookahzz line of hemp oil-filled vaporizers, hemp was everywhere.

 

Will this phenomenon make its way to the NACS Show floor in October?