European vape & e-cig report

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) statistics, 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 & 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 POD E-cigarettes & Tobacco Heating Products (THP) brands statistics 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.

Some highlights of the report:

  • 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%.

Don't forget to share!

E-cigarette & THP European Brand Recommendation Statistics cover

By submitting this form I authorise BeMyEye to use this data to send me information on products and services, as described in the privacy policy for users.

Don't forget to share!

Want to reach perfect store execution?

See how BeMyEye helps brands track their retail execution in real time so they can take corrective actions: