Market reports / Europe

All of our full-length market reports covering Europe can be found on this page. As well as an in-depth overview of the current market in each of our selected European countries, providing data on products, brands and distribution channels in the form of our full market reports, this page includes a number of other types of reports relating to Europe, such as consumer survey reports, TPD notification reports, general market snapshots and more.

Advanced devices dominate Greece: consumer survey

23rd March 2018 | Market reports |

EU
Europe
Greece
Market Research
Marketing and Retailing
Market reports

ECigIntelligence’s latest online survey of the Greek e-cigarette market found advanced devices dominate, with a high proportion of respondents mixing their own e-liquids

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

UK market report: mainstream retail dominated by tobacco firms

27th February 2018 | Market reports |

England
Europe
Northern Ireland
Scotland
United Kingdom
Wales
Marketing and Retailing
Retail
Market reports

In our latest look at the UK market we see that the distribution share of mainstream retail has remained stable. The channel is dominated by tobacco companies and it is difficult for small companies to access the channel

Online still dominates: Spain market report

21st February 2018 | Market reports |

Europe
Spain
Market Research
Marketing and Retailing
Market reports

In our latest look at the Spanish market, we see that open system products dominate, online remains the most important distribution channel and IQOS is the only Big Tobacco e-cig product currently available

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

HnB in France: distribution channels for IQOS

31st January 2018 | Market reports |

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

Our report examines the French distribution channels for PMI’s IQOS, currently the only heated tobacco system available in France, along with its associated Heets consumables

Almost 20% rise in vape stores: UK market report

30th January 2018 | Market reports |

England
EU
Europe
Northern Ireland
Scotland
United Kingdom
Wales
Market Research
Retail
Market reports

In our latest look at the UK market, we find that there are now about 2,000 vape shops. The northwest of England has the highest number of stores and 70% of all stores belong to a chain

Under Russian influence: e-cig markets in the Eurasian Economic Union

25th January 2018 | Market reports |

Armenia
Asia
Belarus
Europe
Kazakhstan
Kyrgyzstan
Russia
Market Research
Market reports

Our report considers how the free flow of goods, common customs tariff and cancellation of customs formalities affects the e-cigarette market within the Eurasian Economic Union (EAEU) of Russia, Belarus, Kazakhstan, Kyrgyzstan and Armenia

Germany vapers survey: mixing with the enthusiasts

11th January 2018 | Market reports |

EU
Europe
Germany
Consumers
Market Research
Market reports

Our survey of German vapers’ behaviour and attitudes finds flavour and confidence in the manufacturer are key when choosing e-liquids, while ease of use and customisation options are the prime aspects of hardware

The UK’s top five e-cig websites

8th January 2018 | Market reports |

England
Europe
Northern Ireland
Scotland
United Kingdom
Wales
Market Research
Marketing and Retailing
Retail
Market reports

ECigIntelligence looked at the price policy and product range for e-liquids and hardware on the UK’s top five visited websites selling e-cigarettes. Multipacks of 10 ml bottles and short-fill e-liquids are a new characteristic of the British e-liquid market and shake and vape is approximately 36% cheaper than ready-to-use e-liquid overall.

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

Swiss market dominated by open advanced systems

5th December 2017 | Market reports |

Europe
Switzerland
Heated tobacco
Market Research
Marketing and Retailing
Market reports

The Swiss market is dominated by open advanced systems mostly purchased offline. Due to the country’s nicotine ban Switzerland seems an ideal market for shake and vape e-liquids. Foreign shake and vape e-liquids, mostly imported from the U.S., are at the forefront, but several domestic e-liquid brands also produce large format nicotine-free e-liquids.

Online sales: the impact of Amazon, eBay and the web’s mega-retailers

4th December 2017 | Market reports |

Asia
Australasia
Australia
China
England
EU
Europe
France
Germany
North America
United Kingdom
United States
Market Research
Marketing and Retailing
Market reports

Internet retailing platforms have had a big impact in bringing buyers and sellers together in many sectors – but they have had a limited effect on the e-cigarette market so far. However, they have the potential to become more significant in future, despite a sometimes stringent regulatory environment.

E-liquid market fragmented in Poland

29th November 2017 | Market reports |

Europe
Poland
Market Research
Market reports

In our latest look at Poland, we find that fewer than 10% of respondents have been running their business for less than a year, which indicates fewer entrants into the sector following implementation of the Tobacco Products Directive (TPD). The Polish e-liquid market is highly fragmented, with the top 12 brands accounting for only 55% of total quoted best-selling brand mentions. The leading brand is Pinky Vape, while the hardware device sector is more consolidated.

Popularity of shake and vape on the rise in Germany

29th November 2017 | Market reports |

EU
Europe
Germany
Market Research
Marketing and Retailing
Market reports

As shake and vape grows in popularity, ECigIntelligence takes a look at the German market in detail and finds that experienced vapers in Germany mostly use their own-mixed e-liquids, which can help in avoiding TPD restrictions for e-liquid-containing nicotine. This trend seems to have grown in Germany since May 2017, and almost half of the e-liquid brands sold in Germany are ready to mix.

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.

Greece shifts towards shake and vape

20th November 2017 | Market reports |

Europe
Greece
Market Research
Marketing and Retailing
Market reports

Since the EU’s Tobacco Products Directive (TPD) was implemented, the Greek e-cigarette market has shifted towards using shake and vape e-liquids, as they are exempt from the new tax