Market Trends of Europe E-Cigarettes Industry
Rising Dual-Use E-Cigarette Among Consumers
- Aiming to reduce their use of conventional/combustible cigarettes, consumers in the region increasingly use e-cigarettes concurrently. Also, as e-cigarettes mimic the experience of smoking conventional/combustible cigarettes, consumers increasingly use them to satisfy their nicotine dependency. E-cigarettes do not produce the tar found in traditional cigarettes, which is a primary cause of lung cancer.
- Moreover, as these products are offered in nicotine and non-nicotine forms, most of the population considers them better alternatives. Thus, the product is gaining mainstream awareness, and more smokers are trying and accepting e-cigarettes as an alternative to their tobacco cigarettes.
- According to the study conducted by the Office for Health Improvement and Disparities (OHID) in the Department of Health and Social Care, England, disposable vaping products have grown in popularity among adults who vape, with 15.2% of adults using them in 2022 compared to 2.2% in 2021, indicating a surge in popularity. As e-cigarettes are considered safer, consumption is rising among the young population in the European region.
- According to the study conducted by the OHID in the Department of Health and Social Care, England, it was found that quit attempts involving a vaping product had higher success rates compared with quit attempts without involving a vaping product in the period 2020 to 2021 (64.9% compared with 58.6% for attempts without involving a vaping product).
- This dual use has significantly increased the number of e-cigarette users in the region and is expected to drive the market during the forecast period. It has been observed that dual users usually aim to gradually decrease their use of conventional/combustible cigarettes over time, increasing the likelihood of repeat purchases of e-cigarettes in the region.
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The United Kingdom Holds a Significant Market Share
- The United Kingdom is the largest market for e-cigarettes in Europe, and the second-largest market in the world, owing to which it is driving the market in the region. E-cigarette use in the country is growing due to the rising number of users, coupled with support from health authorities.
- The increasing consumption of e-cigarettes by the young population in the country is aiding the market growth. According to the Action on Smoking & Health (ASH), in 2022, 4% of the United Kingdom's 11-15-year-olds, 14.1% of 16-17-year-olds, and 20.2% of the 18-year-olds have vaped. However, the most common reason for vaping in the United Kingdom is an aid to quitting smoking. The authorities in the United Kingdom believe these devices are a means for people to transition from the much harmful habit of using conventional/combustible cigarettes.
- For instance, in August 2021, the World E-Cigarette Alliance launched the e-cigarette bus as part of their efforts to support e-cigarettes and help people quit smoking. The bus toured across Europe to carry out education on reducing tobacco hazards.
- Additionally, the market offers a wide variety of flavors, and consumers prefer customized e-liquid flavors. Many businesses with physical stores allow consumers to test and try different flavors and liquids before making a purchase. This factor contributes to the market growth of e-cigarettes in the country.
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