Ordered in September 2015 by BAT, this study focusses on Italy, France, Germany, Poland, U.K. Russia and South Korea. The seven diverse markets that collectively represent 75% of the global vapor market, excluding the USA and China. The firm Ernst & Young (EY) surveyed about 2,000 random adults aged 18 to 64 years in each country.
The share of former smokers increases among vapers. In 2015, 38% of e-cigarette users identify themselves as regular users and 37% as ex-smokers, they were 31% in 2013.
Which e-liquids are the most popular?
16% of users vape nicotine-free e-liquids in 2015, 12% in 2013. Tobacco flavored e-liquids are the most popular in France with 34%. The fruity (23%) and botanicals (20%) flavors together outweight tobacco flavors (28%) on average in the surveyed countries, according to EY’s typology.
With the introduction of more powerful and performant material, one clearly sees a decrease in nicotine strength. In 2013, 77% of vapers were using e-liquids at 11 mg/ml or higher. In 2015, they were only 11%. In a logical way, the number of vapers using a strength between 1 and 11 mg/ml exploded and rose from 11% to 73% in two years.
Where do vapers buy?
EY reveals that 79% of users purchase vapor products in physical retail stores and mainly in specialty stores (35%). One fifth of vapers purchase their products online and up to 25% of vapers using rechargeable devices.
What are the drivers for a smoker to switch to e-cigarettes?
A majority of vapers (51%) admit they switched to e-cigarettes because they offer a healthier profile than tobacco cigarettes. The remainder answered that the personal vaporizer helped them reducing their tobacco consumption. The price is also a strong motivation and one can notice that the e-cigarette is more popular where combusted tobacco products are the most expensive (e.g. in the UK).
In the coming decade, the global market should see a 30-fold increase
In 2009, the sales of e-cigarettes were estimated at €0.6 billion. In 2015, they are estimated around 7.5 billion euros and expectations for 2019 give more than 20 billion euros.