Europe E-Cigarettes Market - Growth, Trends, Covid-19 Impact, and Forecasts (2023 - 2028)

Europe E-Cigarettes Market - Growth, Trends, Covid-19 Impact, and Forecasts (2023 - 2028)

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 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.

Key Market TrendsRising 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.

United Kingdom Holds a Significant Market Share

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 United Kingdom 11-15-year-olds have vaped. The age range with the most United Kingdom vapers is 35-44 years old, accounting for 30.8%. According to Action on Smoking & Health, the most common reason for vaping in United Kingdom is an aid to quitting smoking. 77% of vapers used tanks than cartridges. The authorities in United Kingdom believe these devices are a means for people to transition from the much harmful habit of using conventional/combustible cigarettes.

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.

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