A brief overview of the emerging e-cigarette market in Europe
The projected scale of the electronic cigarette market is anticipated to grow from $11.45 billion in 2023 to $21 billion by 2028, with a compound annual growth rate of 12.90% during the forecast period (2023-2028).
Due to heightened consumer interest, the electronic cigarette market in Europe is undergoing robust expansion. In the realm of electronic cigarettes, a heating element (vaporizer) is utilized for the heating of liquid blends, while the mouthpiece aids inhalation, and the reservoir accommodates liquid solutions.
This signifies that electronic cigarettes serve as a relatively safer alternative to traditional cigarettes, as they do not combust tobacco, which generates tar and carbon monoxide. This is a key factor driving the increasing demand for electronic cigarettes in Europe. Positive marketing efforts in the European region have also led to a substantial rise in consumers opting for these devices, particularly among the youth and adolescents.
European countries such as the United Kingdom and France, among others, diverge from the World Health Organization's research, maintaining the perspective that electronic cigarettes pose a lesser health risk compared to traditional tobacco. Consequently, the electronic cigarette market in Europe is on the rise, propelled by consumers increasingly opting for e-cigarettes due to health considerations and the anticipated outcomes in attempting smoking cessation or reducing the use of combustible cigarettes.
While some healthcare professionals express concerns about the long-term usage of electronic cigarettes, the lower risk factors associated with their use, when compared to traditional combustible cigarettes, are steering the growth of the market in the region.
Observations indicate that specialized retail outlets, including tobacco shops and electronic cigarette stores, are the most favored distribution channels. The introduction of the EU Tobacco Products Directive (2014/14/EU) has impacted online retail channels, with certain countries prohibiting cross-border remote sales of electronic cigarettes as a result.
The Trends in the European Electronic Cigarette Market
The Surge of Dual-Use Electronic Cigarettes Among Consumers.
In an effort to diminish reliance on traditional/combustible cigarettes, consumers in the region are increasingly adopting the simultaneous use of electronic cigarettes. Furthermore, as electronic cigarettes emulate the experience of smoking traditional/combustible cigarettes, consumers are turning to them more frequently to satisfy their nicotine dependencies. Electronic cigarettes, devoid of the tar present in traditional cigarettes and a major contributor to lung cancer, are perceived as a safer alternative.
Moreover, given that these products are available in both nicotine and non-nicotine forms, the majority deem them superior substitutes. Consequently, the product is gaining mainstream recognition, with a growing number of smokers experimenting with and embracing electronic cigarettes as a tobacco alternative.
Research conducted by the Office for Health Improvement and Disparities (OHID) of the UK Department of Health and Social Care reveals a rising popularity of disposable electronic cigarette products among adults who use e-cigarettes, reaching 15.2% in 2022, reflecting a notable increase of 2.2% from 2021. The surge in popularity is indicative of the perception of electronic cigarettes as a safer option, contributing to an increase in consumption among young people in the European region.
A study by the UK Department of Health and Social Care's OHID found that, between 2020 and 2021, smoking cessation attempts involving electronic cigarette products had a higher success rate (64.9%) compared to attempts not involving such products (58.6%).
This dual-purpose trend significantly augments the number of electronic cigarette users in the region, expected to propel market development within the forecast period. Observations suggest that dual users tend to gradually reduce their use of traditional/combustible cigarettes over time, thereby increasing the likelihood of repeat purchases of electronic cigarettes in the region.
Overview of the Electronic Cigarette Industry in Europe
The European electronic cigarette market has undergone consolidation, characterized by a few well-established enterprises that dominate the majority of market shares. Key strategies employed by major participants include product innovation and mergers and acquisitions.
Major participants are investing in research and development to create and launch innovative products, addressing the growing demand for novel offerings from consumers worldwide. As the global population of health-conscious consumers continues to rise, key players are adopting various strategies to capture consumer attention by introducing products incorporating new technological advancements.
Increased corporate concentration and increased corporate advertising expenses have also intensified competition. Furthermore, players are constantly launching new products to maintain and strengthen their market position. Some of the major players in this market include British American Tobacco, Philip Morris International, Altria Group, Imperial Brands, and Japan Tobacco.
European e-cigarette market trends
In March 2023, the British company Aquios Labs unveiled a groundbreaking innovation—a water-based technology. Collaborating with Innokin Technology, they introduced a commercial product aimed at enhancing the smoking experience for users.
In February 2023, the Empire brand announced the highly anticipated upgrade of the Pulze heated tobacco device, underscoring the company's commitment to innovation and the development of potentially lower-risk products. The Pulze 2.0, with its sleek all-in-one design and impressive capability to provide 25 sessions or more on a single charge, elevates convenience to a new standard. To inaugurate its release, the product was initially introduced in four key markets: Italy, Poland, the Czech Republic, and Greece.
In March 2022, BAT announced the testing and launch of their novel disposable electronic cigarette named Vuse Go in the United Kingdom. The company asserts that it boasts nine flavors, including creamy tobacco, icy mint, and a variety of fruit profiles.
In November 2021, Imperial Blue introduced heated tobacco products in the Czech Republic. As part of their new strategy to establish targeted and sustainable next-generation product ventures, the company invested in heated tobacco products across several major European markets.
PART/1
The developmental trajectory of the electronic cigarette market in Austria unfolds as follows:
In Austria, the projected revenue of the electronic cigarette market is poised to reach $2.212 billion by the year 2024.
The anticipated annual growth rate for the market stands at 1.96% (compound annual growth rate from 2024 to 2028).
In comparison to other nations globally, the United States takes the lead in 2024 with an impressive revenue of $88.27 billion.
Propelled by an increasing number of smokers seeking healthier alternatives to traditional tobacco products, Austria's electronic cigarette market is experiencing robust growth.
Introduction in Austria (Around 2010): The advent of electronic cigarettes, emerging as a novel technology in the early 2000s, saw its introduction in Austria around the vicinity of 2010. This innovative device was heralded as a healthier alternative to traditional tobacco.
Constrained by Regulatory Measures (Since 2015): Similar to many European nations, Austria began implementing regulatory restrictions on the sale and usage of electronic cigarette devices around 2015. This was in response to the enactment of the European Tobacco Products Directive (TPD).
Growth and Impact (2015-Present): Despite facing regulatory challenges, the prevalence of electronic cigarettes in Austria has steadily increased since 2015. According to a 2019 study, approximately 380,000 Austrian adults were identified as regular users of electronic cigarettes.
Current Market Landscape (Present): Presently, the electronic cigarette market in Austria continues its ongoing development. Some retailers have even ventured into online sales, offering a diverse array of e-liquids in various flavors. However, akin to other nations, the use of electronic cigarettes has raised concerns, particularly among the youth.
The Austrian government has indeed established regulations regarding the sale and usage of electronic cigarettes.
１、Minimum Legal Age: In Austria, only individuals aged 16 and above are permitted to purchase and use electronic cigarettes. This aligns with the legally mandated purchasing age for traditional tobacco products.
２、Advertising Restrictions: Austria has imposed regulations on the advertising of electronic cigarettes. Advertising in public media, including television, radio, and newspapers, is prohibited for electronic cigarettes. Additionally, online advertising is also subject to restrictions.
３、Packaging and Labeling: Electronic cigarette products in Austria must adhere to specific packaging and labeling requirements, including warning labels and information regarding nicotine content.
４、Public Space Usage: The use of electronic cigarettes is prohibited in certain public spaces in Austria, such as public transportation, restaurants, and offices.
５、European Tobacco Products Directive: As a member state of the European Union, Austria's regulations on electronic cigarettes must comply with the European Tobacco Products Directive (TPD).
PART/2
History of e-cigarette development in Croatia
In the Croatian context, the projected revenue of the electronic cigarette market for the year 2024 is set to reach $17.4 million.
An envisaged compound annual growth rate of 1.48% from 2024 to 2028 underscores the market's sustained expansion.
Comparatively, the United States leads the global arena with the highest revenue in this domain, expected to reach $88.27 billion in the year 2024.
Within Croatia, the electronic cigarette market is experiencing rapid growth, as an increasing number of young individuals embrace electronic cigarettes as a fashionable alternative to conventional smoking.
In Croatia, akin to many European nations, there exist regulations governing the sale and usage of electronic cigarettes, albeit with potential nuances in the interpretation of specific provisions. Generally, the Croatian government adopts an approach toward the sale and usage of electronic cigarettes that mirrors its stance on traditional tobacco products. For instance, individuals under the age of 18 are prohibited from purchasing and using electronic cigarettes.
In numerous instances, the use of electronic cigarettes is restricted in public spaces, aligning with Croatia's domestic regulations on smoking. Moreover, the sale of e-liquids, commonly referred to as vape juice, containing nicotine is subject to limitations, particularly with regards to online sales.
The Croatian government imposes restrictions on the advertising and promotion of electronic cigarettes, in line with many other European countries and compliant with European Union directives. Specifically, following the EU Tobacco Products Directive, member states are required to prohibit all forms of advertising and promotion for tobacco products, including electronic cigarettes, across television, radio, and the internet. Additionally, indirect promotion through sponsorship activities is also prohibited.
Furthermore, any claims that electronic cigarettes are safer than traditional tobacco or can aid smokers in quitting are prohibited in Croatia, unless the product has obtained relevant pharmaceutical approval.
PART/3
The development history of electronic cigarettes in the Czech Republic
In the Czech Republic, the anticipated revenue of the electronic cigarette market is expected to reach $110.4 million by the year 2024.
The projected annual growth rate for this market is set to attain 2.00% from 2024 to 2028, indicating a sustained and moderate expansion.
In contrast, the United States boasts the highest global revenue in this sector, poised to reach $88.27 billion by the year 2024.
In the Czech Republic, the burgeoning popularity of the electronic cigarette market is on the rise, fueled by an increasing number of smokers transitioning to e-cigarettes as a healthier alternative.
Since 2006, the overall smoking rate in the Czech Republic has witnessed an upward trajectory. Currently, 31.5% of adults in the Czech Republic smoke, surpassing the 29% recorded in 2006. This signifies that the country currently harbors approximately 2.8 million smokers. The prevalence is higher among males, with 35.6% engaging in smoking, while among females, the corresponding figure is 27.3%.
Nicotine electronic cigarettes (e-cigarettes) enjoy legal status in the Czech Republic, with 272,500 users in the country. The adult prevalence of e-cigarette usage stands at 3.02%. Regulations mandate that e-cigarette packaging includes health warnings, sales are restricted to individuals aged 18 and above, and there are legal constraints on the use of e-cigarettes in public places.
Nicotine replacement therapy (NRT) is available for over-the-counter purchase in pharmacies without the need for a prescription. The NRT market in the Czech Republic is valued at 6.2 million euros.
The Czech Republic adheres to the European Union Tobacco Products Directive (TPD) (2014). Regulation No. 37/2017 governs nicotine-containing electronic cigarettes. The sale and use of e-cigarettes in the Czech Republic are legal, with only a handful of public places such as hospitals, schools, shopping centers, and public transportation prohibiting their use. Reportedly, leisure establishments like cafes, restaurants, and bars still permit the use of e-cigarettes. E-cigarettes are not subject to taxation, and cross-border sales are lawful.
END
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