Fruit-flavored Vapes Dominate EU Market

In a recent study by 2FIRSTS, European vapers' preference on flavors is revealed based on the Belgian e-cigarette white list.

Single Fruit Flavor is the Mainstream, Accounting for Over 70%

The Belgian white list shows that fruit flavors dominate the e-cigarette market. Fruit flavors can be divided into three main categories: single fruit flavor, fruit ice flavor, and mixed fruit flavor. Based on the "white list", 2FIRSTS has calculated the market share distribution of various fruit flavors in Europe as follows:

• Single fruit flavor: accounts for 72%, making it the mainstream category in the fruit flavor market.
• Fruit ice flavor: accounts for approximately 17%, ranking second among all categories.
• Mixed fruit flavor: accounts for about 11%, relatively small but still holding a certain market share.

This is roughly in line with the market research conducted by 2FIRSTS. According to their visits to key global markets, the European market prefers sweeter, more refreshing flavors; Russia leans towards flavors with a high cooling sensation and strong throat hit; Southeast Asia prefers heavier, richer flavors.

Analysis of Single Fruit Flavors

Based on the white list, 2FIRSTS has compiled the most commonly used fruits in European fruit flavors. According to 2FIRSTS' analysis, the most frequently used single fruit flavors in Europe include strawberry, blueberry, watermelon, apple, and mango.

Analysis of Fruit Ice Flavors

In the fruit ice flavor category, strawberry ice, watermelon ice, and blueberry ice are the most popular among consumers. The specific rankings are as follows:

1. Strawberry Ice
2. Watermelon Ice
3. Blueberry Ice
4. Peach Ice
5. Mango Ice
6. Banana Ice
7. Other flavors

Among these, strawberry ice, watermelon ice, blueberry ice, and peach ice account for nearly 40% of the market share. From the analysis, it appears that the most widely used and popular fruit ice flavors coincide with the most popular single flavors, which are a combination of popular fruit flavors and a cooling sensation.

Analysis of Mixed Flavors

In the mixed flavors category, mixed berries and kiwi strawberry both account for over 8% of the market share. Additionally, strawberry banana, strawberry ice cream, mango peach, and apple peach also hold a certain market share within the mixed flavor category.

The data and images in this article are compiled by 2FIRSTS based on the Belgian e-cigarette white list. 2FIRSTS analyzed the European e-cigarette market based on information officially released by Belgium, an important logistics hub in Europe. 

The analysis aims to provide a forward-looking perspective on the European e-cigarette market through a multi-angle approach. Belgium is a crucial logistics hub in Europe, and its Brussels Airport is an essential air port for Chinese e-cigarettes being exported overseas. 

At the same time, the free trade zone Benelux, established by Belgium, Luxembourg, and the Netherlands, allows goods to move freely within the trade area. Belgium requires all imported and manufactured products to be registered six months before they hit the market, and recorded in the Belgian "white list." The FPS Public Health of Belgium publishes this white list.

2FIRSTS will continue digging into this topic. More data to be revealed at 2firsts.com. Please stay tuned.

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