Italy’s vaping population has more than tripled in the past year, bringing the number of e-cigarette users back to the levels of 2013, before the 2014 crash. The Italian market is estimated for 2016 at €295m, a growth of 300% over the previous year. And the trend, according to the latest ECigIntelligence market report, is set to continue with still greater numbers of users in 2017.
One reason for this could be the decrease in prices of several e-cigs products this year – in some categories, a drop of between 24% and 44%. At the same time, the price of traditional tobacco cigarettes has risen.
The industry is optimistic too about future regulation and the implementation of the EU Tobacco Products Directive (TDP). There are currently 1,107 vape stores in Italy and EcigIntelligence expects more to be opened in large urban areas.
Minimal restrictions after TPD
The TDP came into force in Italy in May 2016. Rome imposed minimum restrictions on the industry and the country is one of the most permissive in or outside Europe, according to the most recent ECigIntelligence regulatory report.
Although restrictions have been placed on packaging, and cross-border distance sales – since May it is prohibited to buy e-cig products from companies not established in Italy – advertising is permitted, with certain stipulations, such as the requirement to state that nicotine is addictive.
What This Means: The e-cig industry in Italy has reacted extremely positively to the new TPD regime, with a boom in the number of vapers and vape stores matching the increased visibility of the sector. Though recent rises in tax on traditional tobacco products provide an incentive for smokers to switch to vaping, taxation remains a major concern for the e-cig industry.
– David Palacios ECigIntelligence staff