At the EVO NXT tobacco exhibition held in Malaga, Spain on April 6th, e-cigarette brand DejaVoo introduced a range of innovative products, including their flagship pod system. 2FIRSTS had a discussion with DejaVoo's European business manager Steve to learn more about the brand's growth in the Spanish market.
Steve explained that the products showcased at the exhibition mainly include the following items: disposable e-cigarettes featuring ceramic atomizers with high efficiency and improved flavor, offering good value for money. Additionally, there are also refillable e-cigarettes, which are currently a prominent trend in the market, focusing on flavor and design aesthetics.
Among them, the e-cigarette with FEELM MAX technology for easy pod replacement is currently the most popular product.
Regarding product trends in the Spanish market, Steve stated that this market is heavily influenced by the tourism industry, with consumers showing a higher preference for box-shaped e-cigarette products. There is also a certain tendency towards specific flavors.
DejaVoo has just entered the Spanish market, with this exhibition being its first stop, and is currently working on finalizing local agents. Regarding the core market strategy in Spain, Steve stated that DejaVoo will focus on product innovation and differentiation to meet the needs of different consumers. At the same time, they hope to find like-minded distribution partners to jointly expand the market.
When asked about the reasons for choosing the Spanish market, Steve mentioned that the market has relatively low entry barriers and hurdles, allowing for quick implementation and product validation. Additionally, the current regulatory environment in the Spanish market is more open, albeit somewhat ambiguous, which also means a smaller market size.
According to Steve, the e-cigarette market in Spain is currently quite diverse, with top brands including Lost Mary, Aroma King, SKE Crystal, and Fumot.
Looking ahead to the e-cigarette market in Spain in 2024, Steve believes that the market will become more consolidated, with the effects of individual brands becoming increasingly apparent. National brands are expected to become more prominent.
Steve stated that the e-cigarette has a harm reduction effect of 95% compared to traditional cigarettes and is a good alternative for traditional smokers. Additionally, e-cigarettes can provide a healthier experience.
Steve stated that DejaVoo will actively respond to the regulatory policies of the Spanish government, ensuring compliance while also focusing on protecting youth and environmental initiatives.
"Regulatory compliance is the baseline, and we will actively embrace it, closely monitoring it," said Steve.
DejaVoo's main objective in participating in this exhibition is to understand feedback from local consumers and distributors in order to better execute product strategies.
Steve stated that DejaVoo will continue to monitor changes in the Spanish market and constantly innovate products based on market demand in order to provide consumers with a better experience.
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