Europe E-Cigarettes Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The European E-cigarettes Market is segmented by Product Type (Completely Disposable Model, Rechargeable but Disposable Cartomizer, Personalized Vaporizer), Battery Mode (Automatic E-cigarette, Manual E-cigarette), and Geography (Germany, France, Italy, Spain, Russia, United Kingdom, and Rest of Europe). The report offers the market size and forecast of the market in value (USD million) for all the above segments.

Market Snapshot

Europe E-Cigarettes Market Summary
Study Period: 2016 -2027
Base Year: 2021
CAGR: 13.17 %

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Market Overview

The Europe e-cigarettes market is projected to witness a CAGR of 13.17% during the forecast period (2022 - 2027).

Regular smoking is linked to severe diseases. COVID-19 has impacted tobacco and e-cigarettes, as many countries are starting to come to terms with the fact that smokers are 14 times more likely to die of COVID-19. The World Health Organization also issued guidelines indicating the health risks linked to the consumption of e-cigarettes and vapes, which were perceived as less harmful to health as compared to traditional tobacco. Furthermore, various studies depict that people using vapes are five to seven times more likely to get infected by COVID-19 than people who do not use vapes.

On the other hand, European countries like the United Kingdom and France are not supporting the WHO studies and still consider e-cigarettes as having a less harmful impact on health than traditional tobacco. Thus, the demand for e-cigarettes has remained the same as before in the European countries

The e-cigarettes market in Europe is on the rise due to the increased use by consumers driven by health concerns and have observed desired results in their attempts to quit/decrease their usage of conventional/combustible cigarettes. Despite concerns being voiced by a few medical professionals over the long-term usage of e-cigarettes, the low-risk factor associated with the use of e-cigarettes in comparison to conventional/combustible cigarettes is driving the growth of the market in the region.

Specialist retail stores such as tobacconists and vape shops have been observed to be the most popular channel. The online retail channel has been impacted by the introduction of the Tobacco Products Directive 2014/14/EU (TPD) in the European Union, owing to which a few countries in the region have banned cross-border distance sales of e-cigarettes.

Scope of the Report

An electronic cigarette or e-cigarette is a handheld device that vaporizes a flavored liquid. The European e-cigarettes market is segmented by product type, battery mode, and geography. By product, the market is segmented into completely disposable model, rechargeable but disposable cartomizer, and personalized vaporizer, whereas by battery mode, the market is segmented into automatic e-cigarette and manual e-cigarette. By geography, the market is studied for the United Kingdom, France, Germany, Italy, Russia, Spain, and Rest of Europe. The report offers the market size and forecast of the market in value (USD million) for all the above segments.

By Product Type
Completely Disposable Model
Rechargeable but Disposable Cartomizer
Personalized Vaporizer
By Battery Mode
Automatic E-cigarette
Manual E-cigarette
United Kingdom
Rest of Europe

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Key Market Trends

Rising Dual-use E-Cigarette Among Consumers

Aiming to reduce their use of conventional/combustible cigarettes, consumers in the region are increasingly using use e-cigarettes concurrently. Also, as e-cigarettes mimic the experience of smoking conventional/combustible cigarettes, consumers are increasingly using them to satisfy their nicotine dependency. E-cigarettes do not produce tar that is produced by traditional cigarettes, which is the main reason for lung cancer. Moreover, as these products are being 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. In addition, according to European Public Health Association, about 15% of the European population has tried e-cigarettes at least once in their life, either for a change to their regular cigarettes or to have a new experience. This dual-use has significantly increased the number of e-cigarette users in the region and is expected to drive the market over the forecast period, as it has been observed that dual users usually aim to gradually decrease their use of conventional/ combustible cigarettes over time, which increases the prospect of repeat purchase of e-cigarettes in the region.

E-Cigarettes market trend1

The United Kingdom Holds a Significant Market Share

The United Kingdom is the largest market for e-cigarettes in Europe, 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. Various studies have depicted that, in 2021, 7% of the UK 11-15-year-olds have vaped. The age range with the most UK vapers is 35-44 years old, accounting for 30.8%. According to Action on Smoking & Health, the most common reason for vaping in the United Kingdom is an aid to quitting smoking. 77% of vapers used tanks than cartridges. 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.

E-Cigarettes market trend2

Competitive Landscape

The European e-cigarettes market is consolidated and comprises a few large players who hold most of the share in the market. Key strategies adopted by the large players are product innovation and mergers and acquisitions. Key players are investing in R&D to develop and launch new and innovative products to cater to the ever-increasing demand for new products from consumers across the world. The players are continuously launching new products to retain and strengthen their market positions. For instance, Imperial Blue launched its heated cigarette products in the Czech Republic in 2021. The company has invested in heated cigarette products in several key markets in Europe as a part of the new strategy of its commitment to accelerate its new category business. Some of the major players in the market are British American Tobacco PLC, Philip Morris International Inc., Altria Group, Inc., Imperial Brands PLC, and Japan Tobacco Inc.

Recent Developments

In November 2021, Imperial Blue launched its heated cigarette products in the Czech Republic. The company invested in heated cigarette products in several key markets in Europe as a part of its new strategy to establish a targeted and sustainable next-generation product business.

In August 2021, the world e-cigarette alliance announced the launch of the e-cigarettes bus, as a part of organizations back vaping, beat smoking (supporting e-cigarettes and giving up cigarettes). The bus toured across Europe to carry out education on reducing tobacco hazards.

In May 2020, the United Kingdom-based Vape Dinner Lady partnered with ASDA supermarkets to launch its new range of e-cigarettes, available both online and across 350 ASDA supermarket stores. The new disposable e-cigarette is the UK's first pre-filled with premium quality Dinner Lady e-liquid. It will feature two new flavors, Pink Berry and Fresh Menthol.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Completely Disposable Model

      2. 5.1.2 Rechargeable but Disposable Cartomizer

      3. 5.1.3 Personalized Vaporizer

    2. 5.2 By Battery Mode

      1. 5.2.1 Automatic E-cigarette

      2. 5.2.2 Manual E-cigarette

    3. 5.3 Geography

      1. 5.3.1 United Kingdom

      2. 5.3.2 France

      3. 5.3.3 Germany

      4. 5.3.4 Italy

      5. 5.3.5 Russia

      6. 5.3.6 Spain

      7. 5.3.7 Rest of Europe


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 British American Tobacco PLC

      2. 6.3.2 Philip Morris International Inc.

      3. 6.3.3 Altria Group Inc.

      4. 6.3.4 Imperial Brands PLC

      5. 6.3.5 Japan Tobacco Inc.

      6. 6.3.6 J Well France SARL​

      7. 6.3.7 Blu Cigs

      8. 6.3.8 Njoy

      9. 6.3.9 Gamucci

      10. 6.3.10 Nicocig

    4. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The E Cigarettes Market market is studied from 2016 - 2027.

The E Cigarettes Market is growing at a CAGR of 13.17% over the next 5 years.

British American Tobacco plc, Philip Morris International Inc., Altria Group, Inc., Japan Tobacco Inc., Imperial Brands plc are the major companies operating in E Cigarettes Market.

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