European vape & e-cig report
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.
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%.
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