New report conducted across seven countries reveals the latest trends in the e-cigarette market
Friday, 3 June 2016
May 2016, a report was published by Ernst & Young who were commissioned by Nicoventures Holdings Limited, who are wholly owned by British American Tobacco Plc to report on trends in the e-cigarette market which has become an unprecedented industry to compete with. The report entitled: E-cigarettes: An emerging category was made to identity the changes to the industry since e-cigarettes were first imported into the Europe and The United States between 2006 and 2007. Since then, the market has rapidly increased in size, revenue and popularity as a means to quit smoking.
Ernst & Young (EY) were accountable for putting together the data which was collected in the form of a survey from Nicoventures. The survey was conducted in 2013, 2014 and 2015 and was performed in seven countries; UK, France, Germany, Italy, Poland, Russia and South Korea. All seven countries collectively accounted for 75% of global e-cigarette consumer price turnover. The survey was created using an online panel in each country to assess a number of variables for the industry. The target age group was adults in the age group of 18-64 years. The data was heavily weighted on age, gender and whether the adult was a smoker/non-smoker. For each country, around 2000 adults were sampled to identify their interaction with the e-cigarette market.
The e-cigarette industry for the purpose of the report was separated into three parts; disposable, rechargeable and modular. The report found a number of a key findings which represents a diverse and dynamic industry that is strengthening year on year. The survey had found that the number of e-cigarette users in the seven countries surveyed had increased from 2.8million in 2013 to 5.1million in 2015; a substantial increase of 86%. Interesting to note, the number of adult e-cigarette users is equivalent to 20% of the combustible tobacco market in the UK. The survey had revealed what everyone had suspected of the industry; the number of e-cigarette users were that of ex-smokers (37% in 2015); an increase from 31% in 2013. Another key finding was that consumers were demanding more from the market and a wider variety in nicotine strengths and flavours. The survey had found that 16% of users had opted for nicotine-free e-liquids, whilst tobacco was noted to be the most popular choice for ex-smokers to vape with and accounted for 28% of usage. Unsurprisingly, fruity and botanical flavours were less popular at 23%.
A common taboo regarding the e-cigarette industry is that e-cigarettes and vaping devices are no less harmful than smoking. However, many reports conducted by medical organisations such as Public Health England and Royal College of Physicians have struck back and convinced the general public of the healthier alternative e-cigarettes bring to ex-smokers. The survey conducted had found that in three out of seven countries (Germany, Italy and Russia), cited the foremost reason for taking up vaping is that they are less harmful than cigarettes. In the UK, South Korea and Poland, this was one of the top three reasons for taking up e-cigarettes.
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