On May 7, 2FIRSTS interviewed Vincent, Western Europe Market Manager for e-cigarette brand VOOM, at The Hall of Vape in Germany. Vincent stated that due to the increase in e-liquid taxes, the popularity of disposable e-cigarette products in Germany is declining, and the market is shifting towards pod-based products.
Vincent said that although taxes on e-cigarettes have increased and costs have risen in Germany, VOOM will not abandon the market and will strive to adapt to policy changes. When asked about his views on the nicotine-free market, Vincent told Upward Bound that VOOM had already planned for nicotine-free products two years ago. According to Upward Bound's research, several well-known companies have already entered the European nicotine-free market, including British American Tobacco (BAT), Smoore, and IVPS.
VOOM's product lineup includes the first-generation VOOM, Iris Mini series, VOOM Operas series, and VOOM Extra series. It is worth noting that Germany is one of the few European countries that tax e-cigarettes. Germany levies an e-liquid tax of €0.16 per milliliter. It is expected that by 2024, the tax rate will increase to €0.20, rising to €0.26 by 2025, and reaching €0.32 by 2026. This could lead to a nearly 40% increase in the retail price of e-cigarettes.
For example, a 10ml bottle of e-cigarette liquid currently costs about €10 (including VAT). With the tobacco tax added, the price will increase by €1.6, and when VAT is included, the total increase will be €1.9.
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