2FIRSTS Analysis of European E-cigarette Market Trends

2FIRSTS recently conducted a comprehensive analysis of the European e-cigarette market, covering aspects such as flavors, companies, brands, e-liquids, and packaging. The analysis was based on official information from a significant logistics hub in Europe. Through a multi-dimensional approach, the report aims to provide insights into future trends for the European e-cigarette market.

This article analyzes the dimensions of "e-liquid" and "nicotine content." The data results indicate that the nicotine content specification of European e-cigarettes is mainly 20mg/ml, and some companies have entered the zero-nicotine product market, such as British American Tobacco (BAT), Smok, and AvaPuffs.

Several well-known companies are expanding their presence in the zero-niche market.

Due to restrictions imposed by the EU Tobacco Products Directive (TPD), the majority of e-cigarette products in Europe have a nicotine content specification of 20mg/ml, accounting for over 40% of the market. The second most popular specification is 6mg/ml, with some zero nicotine products also appearing in the list.

The nicotine content ratio in European electronic cigarettes｜Source: 2FIRSTS exclusive collation Note: Unit is mg/ml.

According to data released by official sources, 2FIRSTS analysis has determined that several companies have established a presence in the nicotine-free product market, including VUSE from British American Tobacco, Smok, IVPS, Liquideo from France, and the Belgian small smoke brand HEXA.

Companies Expanding into Zero-Niche Markets in Europe | Source: Exclusive Report by 2FIRSTS

European e-liquids place more emphasis on balance and many e-liquid companies are locally based.

Furthermore, 2FIRSTS discovered through their analysis of e-liquid ratios that in the European market, e-liquids with a 50PG/50VG ratio make up over 80% of the products available. E-liquids comprised of 100% VG make up 10% of the market, while those made up of 100% PG make up 4.5%.

VG, also known as Vegetable Glycerin or Propylene Glycol (PG), is a thick, colorless, sweet-tasting, and clear liquid used in electronic cigarettes. VG is stickier and produces more smoke than PG, which is thinner and requires the addition of sweeteners. PG is considered a safe food additive by the FDA, but produces less smoke and a stronger throat hit. The nicotine content in European e-cigarettes varies according to these specifications. (Source: 2FIRSTS)

2FIRSTS conducted an analysis of data which revealed that the majority of e-cigarette companies entering the European market are local companies. Among the companies with a frequent appearance on the list are Flavourtec Sp., Gaiatrend, and Millers Juice.

Flavourtec Sp. is a Polish e-liquid company with 18 subsidiary brands. Gaiatrend is a French electronic cigarette and e-liquid company that has a total of 17 subsidiary brands. Millers Juice is a Dutch e-liquid company with a total of 14 subsidiary brands.

2FIRSTS will continue to report on research and analysis of the European e-cigarette market. Stay tuned for updates.

The data and images in this article were compiled by 2FIRSTS based on the e-cigarette whitelist released by Belgium. Belgium is an important logistics hub in Europe, with Brussels Airport as a significant gateway for Chinese e-cigarettes to go overseas. Belgium has also established a free trade zone, Benelux, with Luxembourg and the Netherlands, allowing goods to flow freely within the region. All imported and manufactured products in Belgium must be registered and recorded in the "whitelist" six months before being marketed. This whitelist is published by the Belgian Federal Public Service for Health, Food Chain Safety and Environment (FPS Public Health).

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