A shallow analysis of Europe's emerging e-cigarette market.

Analysis of the European E-cigarette Market The e-cigarette market size is expected to grow from $11.45 billion in 2023 to $21 billion in 2028, with a compound annual growth rate (CAGR) of 12.90% during the forecast period (2023-2028). Due to increasing consumer interest, the European e-cigarette market is experiencing strong growth. In e-cigarettes, a heating element (atomizer) is used to burn a liquid mixture, a mouthpiece helps with inhalation, and a reservoir is used to hold the liquid solution. This means that e-cigarettes are a relatively safer alternative to traditional cigarettes because they do not burn tobacco, which produces tar and carbon monoxide. This is also the reason for the continuously increasing demand for e-cigarettes in Europe. The positive marketing of e-cigarettes in the region has also led to a significant increase in the number of consumers choosing these devices, especially among young people and teenagers. Some European countries, such as the UK and France, do not support the research of the World Health Organization and still believe that the health hazards of e-cigarettes are smaller than those of traditional tobacco. Therefore, due to an increase in consumer use of e-cigarettes for health reasons and the expected results of trying to quit/reduce traditional/combustible cigarette use, the European e-cigarette market is growing. Although some medical professionals express concerns about long-term use of e-cigarettes, the low-risk factors associated with their use compared to traditional/combustible cigarettes are driving the growth of the regional market. Observably, professional retail stores such as tobacconists and e-cigarette stores are the most popular channels. The introduction of the EU Tobacco Products Directive (TPD) 2014/14/EU has affected online retail channels, with some countries even banning cross-border remote sales of e-cigarettes.

European E-cigarette Market Trends The rise of dual-use e-cigarettes among consumers. To reduce their use of traditional/combustible cigarettes, consumers in the region are increasingly using e-cigarettes simultaneously. Additionally, as e-cigarettes mimic the experience of smoking traditional/combustible cigarettes, consumers are using them more and more to satisfy their nicotine dependency. E-cigarettes do not produce the tar found in traditional cigarettes, which is a primary cause of lung cancer. Furthermore, as these products are available in both nicotine and non-nicotine forms, they are perceived as better alternatives. As a result, the product is gaining mainstream recognition, and more smokers are trying and accepting e-cigarettes as a substitute for tobacco. Research conducted by the Office for Health Improvement and Disparities (OHID) of the UK Department of Health and Social Care showed that disposable e-cigarette products are becoming increasingly popular among adult e-cigarette users, with 15.2% of adults using disposable e-cigarette products in 2022. This represents a growth of 2.2% from 2021, indicating a surge in popularity. The consumption among young people in the European region is also rising due to the perception of e-cigarettes being safer. Research conducted by the OHID found that from 2020 to 2021, quit attempts involving e-cigarette products had a higher success rate (64.9%) compared to quit attempts that did not involve e-cigarette products (58.6%). This dual-use trend significantly increases the number of e-cigarette users in the region and is expected to drive market growth during the forecast period. Observably, dual users tend to gradually reduce their use of traditional/combustible cigarettes over time, increasing the likelihood of repeat e-cigarette purchases in the region.

The European e-cigarette industry landscape The European e-cigarette market has consolidated, with a few well-known companies holding a significant share of the market. Key strategies adopted by major players include product innovation and mergers and acquisitions. Major players are investing in research and development to develop and launch new innovative products to meet the growing demand for new products from consumers worldwide. With an increasing number of health-conscious consumers globally, major players are employing various strategies to attract consumer attention by introducing products with advancements in technology. The increase in industry concentration and the rise in advertising expenses also intensify competition. Additionally, participants are continuously launching new products to maintain and strengthen their market positions. Some of the key players in this market include British American Tobacco, Philip Morris International, Japan Tobacco International, Imperial Brands, and Altria Group. Overall, the European e-cigarette industry is dynamic and competitive, with companies striving to innovate and capture market share in response to changing consumer preferences and regulatory environments.

Overview of the European E-cigarette Industry The European e-cigarette market has become increasingly consolidated, with a few well-known companies accounting for the majority of the market share. The key strategies adopted by the main players are product innovation and mergers and acquisitions. The main participants are investing in research and development to introduce innovative products to meet the growing demand for new products worldwide. As the number of health-conscious consumers continues to increase globally, the main players are adopting various strategies to attract consumer attention by launching products with technological advancements. The increase in corporate concentration and advertising expenses have also intensified competition. In addition, participants are continuously launching new products to maintain and strengthen their market positions. Some of the main players in this market include British American Tobacco, Philip Morris International, Asia Pulp & Paper Group, Imperial Brands, and Japan Tobacco.