Regulatory and market intelligence for the e-cigarette sector
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.
Our report on the social networks of the top 20 e-cig websites in Germany focuses on Facebook and looks at how companies can best interact with followers to build brand loyalty
ECigIntelligence’s updated survey of the e-cigarette hardware available online in France finds five major brands dominating the market
ECigIntelligence asked a focus group of four French e-cig users to discuss their e-cig usage habits, their hardware and e-liquid preferences, as well as their purchase channels. This is what they told us
Nicotine-containing e-cigs and e-liquids have been sold legally in Sweden since 2016 and the market has been gradually growing – but there are still obstacles in its way
In our latest look at the UK market, we find that the e-liquid sector is highly fragmented and a high percentage of the respondents are mixing their own e-liquid. The hardware sector is less fragmented
The new trend of shake and vape is taking the French market by storm, with new brands appearing rapidly – particularly a wave of imports from the US and Malaysia
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
Poland’s Bureau for Chemical Substances has published the first official list of all notified e-cigarette products, providing an insight into the product mix on the Polish market
Our survey of hardware on sale on UK e-cigarette websites finds four brands leading the field – SMOK, Aspire, Innokin and Eleaf – with prices fairly standard across the leading sites
In our latest look at the UK market, we find there are approximately 2.8m vapers, an increase of around 12% since 2015. Most are daily users, and there is a clear preference for open system products
ECigIntelligence’s survey of Italian e-liquid manufacturers finds most are based in the north, around Milan and Turin, while a few take advantage of favourable conditions in neighbouring countries
Our investigation of the Slovenian e-cigarette market finds a very small vaping population and a small number of vape stores bound by a highly restrictive regulatory regime
The UK is a highly competitive online market for e-cigarette products, which account for an estimated 30% of overall sales. In total, we estimate there are approximately 380 online retailers in the UK
The EU’s Tobacco Product Directive (TPD) has not yet been fully adopted in Norway. It is anticipated that the sale and manufacture of nicotine containing e-cigarettes and e-liquids will be allowed in the first half of 2018. They are currently banned except for personal import. Online remains the main distribution channel, with foreign online companies having a significant presence.
Our latest survey of the state of the online German e-cig market finds improved websites, more visits – despite a clampdown on advertising – and stability in the top 20 site rankings
The EU’s Tobacco Products Directive (TPD) was transposed in Finland the form of the Tobacco Act, which made Finland one of the EU’s most strictly regulated countries. Market growth of 40% throughout 2016–2017 was mainly determined by increased numbers of vapers (+16%), growth of the share of daily users (30% in 2017 compared with 14% in 2016), plus an overall price increase in most e-cigarette categories.
Poland is one of the largest e-liquid manufacturing areas in Europe, with manufacturers largely based in designated Special Economic Zones making their own brands as well as others for both home and foreign markets
in our latest look at the French market, we see that all the studied vape store chains are at least partially using a franchise business model. Our franchising conditions’ analysis revealed the Jwell chain has the most attractive franchise conditions, while Clopinette had the strictest. All the vape stores have an online retail presence; however, their focus is on their physical stores.
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.
Estonia, Latvia and Lithuania, collectively known as the Baltic states have a total population of around 6m and share common political traits, economies and history. In our latest report, we estimate the Baltic states’ e-cig market is currently worth around €15m, with 75,000 vapers. Open-system products dominate the market, with basic open systems being very popular. The online channel is more developed in Lithuania and Estonia. In Latvia, due the ban on online retail, most sales are offline.
ECigIntelligence examines the leading bricks-and-mortar vape chains in Poland and finds that BAT’s eSmokingWorld leads the way, with more than 800 stores across the country
Our latest in-depth look at the Danish e-cigarette sector finds a market that is growing despite a reduction in the overall vaping population, and where the beneficial effects of the European TPD are being felt
After the fall of the market size due the e-liquid tax, it seems both companies and vapers have now adapted to the new regulation. As the market starts to grow again, we find advance modular systems have a high prevalence. With distance sales forbidden, Portugal stores have adapted the same strategy as companies in Belgium and Austria: the catalogue is online but there is no delivery.
Three vape store chains have emerged as the leading brands in Italy, growing by more than 10% in a year, and representing more than a third of all vape stores in the country
Our analysis of notifications under the European Tobacco Products Directive (TPD) provides some indications of the product mix in the Hungarian e-cigarette market
Our survey of the online e-cig market in France finds vape store chains, e-liquid manufacturers and general online retailers all trailing behind the leading specialist sites
ECigIntelligence visited 34 vape stores in Poland’s two largest cities, Warsaw and Krakow, to gauge the market and compare offline prices – and found a striking difference between the two.
The Bulgarian e-cig market is currently worth BGN78m ($47m in 2017), with 200,000 vapers. Almost one in 20 Bulgarians regularly uses e-cigarettes – nearly half because they can vape in places where smoking is banned. The online channel is undeveloped and most sales are offline. However, we believe there is scope for the market to develop further.
There is no “vaping culture” to speak of in Austria, where a small and tightly regulated e-cigarette market is geared entirely to smoking reduction or cessation
In this August 2017 look at the Czech Republic, we find that the relatively mild regulation of e-cigarettes is apparently fuelling further growth in the sector. The Czech e-cigarette market is also geared more towards open systems, with closed systems being mainly available offline. About half of all e-cigarette sales go through online channel.
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