Market reports / Italy

All of our full-length e-cigarette market reports covering Italy can be found on this page. These include data on products, brands and distribution channels, as well as our consumer and vape store surveys. In this section you can obtain an overview of the current Italian vaping market, including country summaries in our market snapshots. It also provides reports on specific topics such as retail, pricing, notified TPD products, etc.

Consumer survey report: vaping population growth slows in Italy

19th March 2020 | Market reports |

Europe
Italy
Consumers
Market Research
Market reports

This report is focused on general characteristics, patterns and attitudes of Italian vapers. It is based on an online survey carried out in February 2020 with the help of industry players, specialist forums, blogs, magazines and vaping associations

TPD notification report: Italy notified products in recovery

24th February 2020 | Market reports |

Europe
Italy
Market Research
Marketing and Retailing
Market reports

This market report covers the latest update of the Italian notification list that was published in November 2019, analysing the impact of the recent tax changes as well as discussing similarities and differences to previous years

Snapshot: Italy, May 2019

21st May 2019 | Market reports , Market Snapshots |

Europe
Italy
Market Research
Market reports
Market Snapshots

This market snapshot for Italy covers key indicators: recent, present and forecast market size; regulation level; an overview of the top available brands, form factors, retail distribution, prices and affordability

From cigarettes to vaping — the factors for change

26th September 2018 | Market reports |

Europe
France
Germany
Italy
North America
Russia
United Kingdom
United States
Consumers
Health
Market Research
Marketing and Retailing
Market reports

In this report we compares data on six countries – the UK, France, Italy, the US, Russia, and Germany – to identify factors that impact consumer choice when switching to vaping, including the range of products available, distribution coverage, and affordability

Number of new users falling:
Italy vape store survey

9th August 2018 | Market reports |

Europe
Italy
Consumers
Market Research
Retail
Market reports

Our latest survey of Italian vape stores breaks down numbers of customers and their expenditure into new and habitual users, notes regional variations and differencesn between high and low footfall areas

CBD in Europe: an overview of an emerging vaping market

24th April 2018 | Market reports |

EU
Europe
France
Germany
Italy
United Kingdom
Health
Market Research
Marketing and Retailing
Market reports

In this report from ECigIntelligence, we look at how CBD may be used as a vapour product, and examine the marketing and pricing of CBD on the leading vaping websites in Europe which offer it

Shrunk by regulation, but going steady: Italy market report

15th March 2018 | Market reports |

EU
Europe
Italy
Heated tobacco
Market Research
Marketing and Retailing
Market reports

Our latest report on the state of the e-cigarette market in Italy finds that strict regulation has caused a fall in the size of the market – but not as steep as the fall in vaper numbers, as those still vaping are paying more

Hardware in Italy: new quarterly online price tracking

6th February 2018 | Market reports |

EU
Europe
Italy
Market Research
Marketing and Retailing
Market reports

ECigIntelligence tracked the online pricing of hardware products on the top five visited e-cigarette websites in Italy. The tracking will be conducted on a quarterly basis and the comparative top line results presented, as here

Shake and vape products represent almost third of Italian online market

5th January 2018 | Market reports |

Europe
Italy
Market Research
Policy and Politics
Market reports

In our latest look at the Italian market, we find that ready-to-use e-liquids, especially 10ml bottles, are the most common bottle sizes stocked on the top five websites, while 28% of the e-liquid products found at the top five online retailers are shake and vape products. Recently, Italy banned online nicotine sales and websites appear to have generally complied with the law

How PMI creates brand awareness for IQOS in Italy

22nd November 2017 | Market reports |

EU
Europe
Italy
Heated tobacco
Market Research
Marketing and Retailing
Market reports

PMI launched its IQOS heated tobacco product in Italy in 2014. So what sales and marketing strategies has the company used to introduce the brand to Italian consumers?

Italy consumer survey: low-nicotine e-liquids prove most popular

22nd November 2017 | Market reports |

Europe
Italy
Market Research
Market reports

Our consumer survey took place from September to October 2017. Most respondents were ex-smokers, with around a third vaping for more than two years. The majority of our respondents where male and aged between 25 and 44.
We found that advanced devices dominate, and more than 60% of respondents are mixing their own e-liquid. E-liquids containing low nicotine content are reportedly the most popular.

Italy vape store survey: e-liquids drive revenues

11th October 2017 | Market reports |

Europe
Italy
Market Research
Marketing and Retailing
Market reports

In our latest look at the Italian market, we find sales of e-liquids generate around 45% of revenue. Tobacco and fruits are reported as the most popular flavours, while the e-liquid sector appears dominated by Italian brands

Italy: vape store geographical breakdown and analysis

15th September 2017 | Market reports |

Europe
Italy
Market Research
Marketing and Retailing
Market reports

Our research on Italian e-cig retailers has revealed that the region around Rome is Italy’s most developed vape store market, with more than four times as many vape stores per inhabitant than the lowest-density areas. There may be scope for growth in Milan and Naples, given these cities have around half the vape store density of Rome.

The vape store market is dominated by the leading vape store chains in the northeastern region. Elsewhere, stores are predominantly independently owned/branded. There is very little crossover between the online and vape store distribution channels.

Italy: top five online retailers keep a stable leadership position

26th July 2017 | Market reports |

Europe
Italy
Market Research
Marketing and Retailing
Market reports

In our latest look at the Italian market, we find that online remains an important channel in2017, with a significant increase in traffic over 2016 reflecting increased e-cig usage during this period. The top 10 performers have stable ranking, while the rest sees fluctuation of ranking based on historical data. Italy’s leading online retailers have increased their traffic compared to the French marke,t but still have a less traffic than the UK market.

Heated tobacco: expanding the market for reduced-risk nicotine?

23rd June 2017 | Market reports |

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Heated tobacco
Market Research
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Market reports

Heat-not-burn could compete with e-cigarettes for consumer attention, but it may also attract new users. What progress has the recent spate of launches made, and what might the future hold?

How preferences for e-liquid flavours differ

3rd May 2017 | Market reports |

EU
Europe
France
Germany
Italy
North America
Spain
United Kingdom
United States
Market Research
Market reports

Flavour preferences among e-cigarette users differ markedly between different countries, different hardware devices and between types of users.

E-cig price patterns compared across six key markets

3rd May 2017 | Market reports |

Europe
France
Germany
Italy
North America
Russia
United Kingdom
United States
Market Research
Market reports

ECigIntelligence compares the prices of six e-cig products – hardware and e-liquids – across six key markets: France, Germany, Italy, the UK, the U.S. and Russia.

Italy: e-liquids drive sales as big cities find more new customers

1st May 2017 | Market reports |

Europe
Italy
Market Research
Marketing and Retailing
Market reports

Key findings of our Italian survey include that estimated daily revenues of Italian vape stores vary between €300 and €1500; and that
stores located in more populated cities seem to be getting more new customers than those located in smaller towns.