Vape & E-Cig European Brand Recommendation Study

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We checked the brand recommendation rates and promo materials presence of Tobacco Heating Products (THP) and E-cigarette brands across 6 European Countries.

According to the World Health Organization (WHO), the number of smokers of traditional cigarettes has globally decreased from 27% to 20% since 2000, with a large number of consumers moving to alternative nicotine delivery systems (ANDS), such as e-cigarettes and Tobacco Heating Products (THP) – universally considered safer for health.

The number of ANDS consumers is rapidly growing globally. The ANDS market’s global net sales moved from $3,349 million in 2013 to $17,750 million in 2017, with over $39 billion expected by 2021.

As a consequence of the restrictions on advertising activities for nicotine-containing products, implementing effective strategies to boost brand prominence, visibility and recommendation are crucial for the manufacturers.

We deployed our 2+ million members of the crowd to check the brand recommendation rates and promo materials presence of Tobacco Heating Products (THP) and POD E-cigarette brands across 6 European countries (UK, France, Italy, Spain, Germany and Russia). We checked more than 600 locations in less than 4 days visiting Vape stores and Tobacconists.

Here are some highlights from the study:

  • iQOS is the most recommended brand in the Tobacco Heating Products category with 75% of brand recommendation rate in tobacconists at the European level.
  • JUUL is the best performing E-cig brand, with 44% of brand recommendation rate at the European level, with the highest level of 88% in Russia.
  • The in-store presence of promo materials is higher in E-cig category (63%) vs. 51% in THP.
  • E-Cigarettes were recommended in 59% of cases, whereas the brand recommendation level of the THP category is about 41%.

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