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1.1 Definition and scope of study

The electronic cigarette is an electronic device created with the aim of providing an alternative tothe consumption of tobacco products (cigarettes, cigars and pipes) that replicates the mimicry andsensory perceptions of the latter. Also known as e-cigarettes, these devices have made up one of thefastest growing segments of tobacco products in the last decade.

The global e-eigarette market was estimated at 14 billion USD in 2019 and is expected to reach 45billion USD by 2026 growing at a CAGR of 17% over the same period.

Italy is one of the five countries with the most e-cigarettes users in Europe, together with France,Germany and Poland. In the Italian case, the e-cig market is one of the most dynamic and developedin Europe, with an incidence of users equal to 2.6% of the adult population.

The main driver of demand for this product is the increasing number of smokers who try to quittheir habit though the substitution of cigarettes with e-cigarettes. The availability of flavors andnicotine levels is indeed so varied now that potentially any smoker can find an alternative. As aresult, many large tobacco companies over the last decade have not only developed their ownelectronic cigarette brands, but also acquired existing companies.

The increased awareness of thepotential of electronic cigarettes and  these large amounts of money, poured in by investors, haveresulted in large marketing budgets for companies in this sector which have contributed to furtherenlarge the potential user base for these devices. The e-cigarettes sector in Italy seems to have reacted positively even to the taxation suddenly increased by the State about two and a half years ago. The growing number of users of thesedevices continues indeed to be such as to make investments in this market still very interesting.






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Reviews (3)

The men's razor market - France

Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites

Businesscoot Response:

Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The essential oils market - France

Publicado en 09/01/2022 by Lorraine Ferry

Very complete study which shows in particular that the development of the consumption of essential oils accompanies the wave of the soft medicine and the do it yourself which seduces the consumers in more and more fields

Businesscoot Response:

Hello Lorraine, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.