VOOM's Response to the Changing German E-cigarette Market

On May 7th, 2FIRSTS interviewed Vincent, the market manager for VOOM's Western European market at The Hall of Vape, a German electronic cigarette exhibition.

Vincent stated that due to an increase in tobacco taxes, the popularity of disposable electronic cigarette products in Germany is decreasing, and the market is shifting towards refillable products.

Vincent stated that the German e-cigarette market is significant. Despite the increased taxation and costs associated with e-cigarettes in Germany, VOOM does not plan to give up on this market. Instead, they intend to adapt to any policy changes.

When asked about his views on the zero-nicotine market, Vincent told 2FIRSTS that VOOM had already set up products in this market two years ago. According to research conducted by 2FIRSTS, several well-known companies have already established themselves in the European zero-nicotine market, including British American Tobacco (BAT), Smoore, and Avips.

Under the Voom brand, there are products such as Voom Generation 1, Iris Mini series, Voom Operas series, and Voom Extra series.

It is understood that Germany is one of the few European countries that taxes electronic cigarettes, with a tax of 0.16 euros per milliliter of e-liquid. It is expected that by 2024, the tax rate will increase to 0.2 euros, and by 2025, it will increase to 0.26 euros, reaching 0.32 euros by 2026. This could result in a nearly 40% increase in the retail price of electronic cigarettes.

For example, the current price of a 10ml bottle of e-cigarette liquid is around 10 euros (including VAT). After adding the tobacco tax, the price will increase by 1.6 euros, and with the addition of VAT, it will increase by a total of 1.9 euros.

German plan to calculate taxes on electronic cigarettes.

Image Source: Exclusively compiled by 2FIRSTS.