Low brand loyalty, low tobacco prices and the popularity of online auctions are among the factors keeping down the value of the Polish e-cigarette sector, but it remains one of Europe’s larger markets.
New research from ECigIntelligence suggests that between 500,000 and 1m Poles are e-cigarette consumers, with the domestic market worth about €100m-150m ($133m-200m) annually. Exports, including those from Chinese manufacturers which have set up plants in Poland, add to that.
Prices of e-cigarettes in Poland are lower than in many major markets, in part because of limited brand loyalty, cheap tobacco cigarettes, and the popularity of eBay-style Internet auctions – used by as many as 30% of Polish vapers.
The market is dominated by refillable tanks and e-liquid, accounting for 80-90% of sales, although adoption of cigalikes is increasing.
What This Means: Despite its population of nearly 40m, Poland is likely to remain a relatively low-value e-cig market compared with western European counterparts because of generally cheaper prices and limited purchasing power. But our analysis suggests that it is still one with room for growth; and with few users committed to a particular brand, there is plenty of scope for newcomers to the market.
– Barnaby Page ECigIntelligence staff
photo: Ministry of Foreign Affairs of the Republic of Poland