European E-cigarette Market: Fruit Flavors Dominate

Recently, 2FIRSTS conducted a thorough analysis of the European electronic cigarette market based on information released by the official logistics hub. The analysis covered various aspects of the market, including taste, brands, e-liquids, and packaging. Through a diverse range of perspectives, the study provided insights into the future trends of the European electronic cigarette market.

This article is about electronic cigarette flavors, and the data shows that fruit flavors dominate the European market. Specifically, single fruit flavors account for over 70% of the market share, with popular options such as strawberry and watermelon.

The single fruit flavor is the mainstream, representing more than 70% of the market share.

The e-cigarette flavors included on Belgium's white list are predominantly fruit-based, with three main types of fruit flavors: single fruit flavors, fruit menthol flavors, and mixed fruit flavors. Based on this white list, 2FIRSTS has compiled the following distribution of market share for various types of fruit flavors in Europe.

Single fruit flavor: accounts for 72% of the fruit flavor market and is the mainstream category. Fruit ice flavor: accounts for approximately 17% and ranks second among all categories. Mixed fruit flavor: accounts for approximately 11%, which is relatively small, but still maintains a certain market share.

This aligns with the market research previously conducted by 2FIRSTS. Based on their visits to key markets globally, European consumers prefer sweeter and fresher flavors, while Russians tend to prefer cooler and more throat-hitting flavors. In Southeast Asia, consumers prefer heavier and stronger flavors with higher intensity.

Analysis of a single fruit flavor.

According to a whitelist compiled by 2FIRSTS, the fruits most frequently used in European fruit flavorings have been identified. According to 2FIRSTS' analysis, the most used single fruit flavors in Europe are strawberry, blueberry, watermelon, apple, mango, and others.

European fruit flavor percentage | Image source: Exclusively compiled by 2FIRSTS

Analysis of fruit-flavored ice.

Among fruit-flavored frozen treats, strawberry, watermelon, and blueberry are the most popular flavors among consumers. The specific ranking is as follows:

Strawberry, watermelon, blueberry, peach, mango, and banana are among the most popular flavors of fruit ice. Of these options, strawberry, watermelon, blueberry, and peach account for nearly 40% of sales. Analysis of the data shows that the most widely used fruit ice flavors align with the most popular single flavor options, which are combinations of the popular fruit flavors and a cool, refreshing taste.

European Fruit Ice Flavors Composition | Image Source: Exclusive compilation by 2FIRSTS. Note: The larger the color block area, the higher the percentage.

Mixed flavor analysis

In mixed flavors, both mixed berries and kiwi strawberry account for over 8% each. Additionally, strawberry banana, strawberry ice cream, mango peach, and apple peach also have a certain market share in mixed flavors.

Composition of European mixed fruit flavors | Image Source: 2FIRSTS Exclusive Compilation

2FIRSTS will continue to report on research and analysis of the electronic cigarette market in Europe. Stay tuned for updates.

The data and images in this article were compiled by 2FIRSTS based on the electronic cigarette whitelist published by Belgium. Belgium is an important logistics hub in Europe, with Brussels Airport being a key port for Chinese e-cigarette exports. Additionally, Belgium has established a free trade zone with the countries of Luxembourg and the Netherlands called Benelux, which allows for free movement of goods within the trade zone. Belgium requires all imported or manufactured products to be registered and recorded on its "whitelist" for six months prior to their launch. This whitelist is published by the Federal Agency for Public Health, Environment and Food Chain Safety, a department of the Belgian government.

Further reading:

According to a market research by 2FIRSTS, a narrowing of flavors in electronic cigarettes is a definite trend. Currently, the industry is moving towards more specific subcategories.

Market research by 2FIRSTS: Only accepting white labeling, forced transformation - how is the Russian e-cigarette market faring under strong regulatory signals?

UK Market Research: What impact did the "over-the-limit e-liquid" incident have on Manchester's electronic cigarette distributors?

2FIRSTS recently interviewed electronic cigarette brand Fume, which claims to be the first in Florida. The brand is currently developing a new composite flavor.