Most people have a stereotypical impression of Africa: poor, low level of education, and low level of civilization. However, the e-cigarette market in Africa is actually a blue ocean worth exploring. Especially in the most developed economy of South Africa.
Good market prospects.
South Africa has the most sophisticated consumer culture in Africa, with consumer behaviors very similar to those of Western countries. South African consumers tend to have a higher propensity to consume. The tobacco market has a large consumer base in the country, with approximately 8 million cigarette smokers. Increasingly, many of these smokers are turning to electronic cigarettes, especially disposable ones.
African consumers tend to prefer sweet, cool and flavorful tastes, with a high rate of product repurchase. This concentrated target audience makes it easier for businesses to expand their market.
In August, a report released by ECigIntelligence stated that the market share for electronic cigarettes in South Africa had increased by 10% compared to the previous year. This has resulted in independent e-cigarette retailers having a positive outlook for the future, although they express concerns about the possibility of further policy restrictions.
Currently, the popular electronic cigarette brands in the South African market include Vuse, Vaperite, Vapeking, Evolution Vape, Smok, Voopoo, Geekvape, Vaporesso, Uwell, Aspire, Voom, Hellvape, Eleaf, Yuoto, TKO, 8 Ball, Nostalgia, Bewolk, Joose, Nasty Juice, Jam Monster, Majestic Vapor, Loaded, and Snow Cone.
Chaotic Tobacco Market in South Africa
Nearly 70% of all traditional tobacco consumed in the South African market is illegal. The CEO of British American Tobacco, Johnny Moloto, stated that South Africa is the largest illegal tobacco market in the world. "Nearly 70% of all cigarettes consumed in South Africa belong to illegally-branded and unregulated products. Following a five-month nationwide sales ban in 2020, South Africa rapidly became the world's largest illegal tobacco market, resulting in the highest court declaring the ban null and void.
In the latest fiscal year, compared to the year before the tobacco ban, tobacco tax revenue in South Africa decreased by 5 billion rand (approximately 290 million US dollars), from 14 billion rand to 9 billion rand. As a result, the South African Revenue Service has become the biggest loser under the ban.
According to Johnny Moloto, "In fact, due to illegal cigarette trade, the entire South African economy loses at least 19 billion Rand (approximately 1.12 billion USD) every year. Despite the lifted ban on sales in 2020, the number of illegal cigarette sales doubled across South Africa last year. The total market consumption remains stable at 32 billion cigarettes.
The South African Revenue Service has been forced to crack down on tax evasion. The South African tobacco company Gold Leaf and its directors, Simon Rudland and Ebrahim Adamjee, have become the targets of this crackdown. According to The Daily Maverick, investigators from the South African Revenue Service told the court that they have evidence that Gold Leaf was involved in money laundering and may owe up to 3 billion Rand in undeclared income tax, value-added tax, and other taxes.
Johnny Moloto stated, "Tobacco products should have clear standards to ensure proper consumer safety levels, as well as to establish risk-based frameworks for marketing, pricing, and taxation.
The confusing regulatory policies have sparked discontent among many South Africans. In a report released in July, a research institution found that 83% of South African adults believe the government needs to reconsider its regulation of tobacco and nicotine products.
South Africa is gearing up for regulatory measures.
The South African government is seeking methods to regulate electronic cigarettes. The current 2008 Tobacco Products Control Amendment Act, which has been in effect for over a decade, has not been updated and does not include provisions for electronic cigarette products.
A new Tobacco Products Control Act, which includes electronic cigarettes, has been in development since 2018. In May 2020, South African Deputy Minister of Health Joe Phaahla announced that the Tobacco Products and Electronic Delivery Systems Control Bill is undergoing review. The legislation will prohibit smoking in public places and impose stricter controls on electronic cigarettes, including restrictions on the use, marketing, and sale of certain tobacco products.
In addition, in December 2021, the South African Ministry of Finance released a draft consultation paper on the taxation policy for nicotine-containing electronic cigarette products. The document was open for discussion until January 25, 2022. According to the paper, a tax of R2.90 (equivalent to $0.17 USD) per milliliter will be imposed on nicotine-containing e-liquids, and electronic cigarette devices will also be taxed. The paper is expected to take effect in January 2023.
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