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MARKET OVERVIEW

1.1 Definition and presentation

An e-cigarette is an electronic cigarette that simulates smoking.

The global market for electronic cigarettes is estimated to grow rapidly. Amongst reasons for this are the growth of e-commerce which will make distribution easier, but also the decrease in costs and increase in efficiency (for example longer lasting batteries) which will increase demand for the product. The US, the UK and France are the largest markets in the world.

In the US, the number of users is likely to increase as a result of a willingness to shift from cigarettes to alternatives. Moreover, the product is extremely popular amongst Millennials, who are attracted by operational traits, design, and the wide range of different tastes available. In light of this, more players are entering the market and contributing with innovation such as customization. Together, these factors are what will drive the coming years’ growth.

The US market is currently fragmented and characterized by small players who have launched themselves on the internet and into the opening of physical shops. Nevertheless, we also find larger players such as Juul, Altria Group, British American Tobacco, Imperial Brands, Japan Tobacco, and Philip Morris.

Trends in the market include a growing concern for whether the product is as healthy as the marketing discloses. Moreover, on the supply side, we see an ever-expanding product offering with different flavors, shapes, and customization in the former two characteristics. Included in popular tastes are for example champagne and tiramisu.

DEMAND ANALYSIS

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATIONS

POSITIONING OF THE PLAYERS

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What is in this market study?

  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What are the latest trends in this market?
  • What is the positioning of companies in the value chain?
  • How do companies in the market differ from each other?
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  • Data from several dozen databases

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Analysten

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.