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The European e-liquid market is standing at a point of influx with a large number of players venturing into the exponentially growing market. The low entry barriers in the form of non-uniformity in regulations and ease of access to distribution channels have brought about a surge in the supply of e-cigarettes and e-liquids across the European nations. Where pre-filled e-liquid market has been identified to be dominating the market as of June 2015, the bottled e-liquid market is gaining rapid momentum, owing to the increased demand of variable wattage e-cigarettes and mods.
The report is a meticulous compilation of the different aspects of the European e-liquid market including the porter’s five forces analysis, market dynamics, key consortiums, compliance and regulatory bodies, market breakdown. The market values form a critical part of the report, herein the revenue generated from sales of e-liquid by types (pre-filled and bottled) and distribution channels have been analyzed to calculate the market size. The market estimation and forecast based on the source of e-liquid and key countries has also been included in the report.
While highlighting the key driving and restraining forces for this dynamic market the report also provides a comprehensive section of the prominent consortiums, compliance, and regulatory bodies and their involvement in the e-cigarette industry. Where on one hand the local governments are planning to impose taxes on e-liquids to reduce its increasingly wide spread adoption, on the other there are several consortiums identified who are opposing the proposals and wish to back the effects of e-liquids by scientific studies. A separate section dedicated to buyer’s requirement for e-liquid has also been included in the report.
The industry analysis has been included analyzing the impact of the five major forces to understand the overall attractiveness of the industry. The company profile section has been broken down into local and global players. While the global companies have been chosen on the basis of their market developments and revenue generation, leading country wise e-liquid players have also been profiled in the report.
The European e-liquid market is expected to grow over $11 billion by 2025, at a double digit CAGR from 2015 to 2025. The market will witness a staggering growth until 2017, by when most of the regulatory and policy framework will fall into place. The growth rate will significantly increase thereafter, with significant revenue generation from evolving markets of the U.K., Germany, and Russia. Moreover, while pre-filled e-liquid dominated the European e-liquid market in 2014, bottled e-liquid are anticipated to grow over $4 billion by 2025.
| TABLE OF CONTENT | ||
| 1 | RESEARCH METHODOLOGY, SCOPE, & COVERAGE | |
| 1.1 | Scope Of The Study | |
| 1.2 | Research Methodology | |
| 1.2.1 | Overall Market Estimation And Forecast | |
| 1.2.2 | Bis Research Methodology | |
| 1.3 | Report Description | |
| 2 | EXECUTIVE SUMMARY | |
| 3 | MARKET DYNAMICS | |
| 3.1 | Introduction | |
| 3.2 | Market Drivers | |
| 3.2.1 | Wide Variety Of Flavor Options Available And The Option Of Customization | |
| 3.2.2 | Lack Of Entry And Exit Barriers | |
| 3.2.3 | Growing Popularity Of Vape Shops | |
| 3.2.4 | Increasing Demand Of Third Generation Electronic Cigarette Devices | |
| 3.3 | Market Challenges | |
| 3.3.1 | Apprehensions Amongst End-Users Regarding The E-Liquid Ingredients And Manufacturing | |
| 3.3.2 | Increasing Number Of Poisoning Incidents Due To E-Liquid Consumption | |
| 3.3.3 | Lobbying By Big Pharmaceutical Companies | |
| 3.3.4 | Government’s Intent To Tax E-Cigarettes And E-Liquids | |
| 3.3.5 | Home To Conflicting Regulatory Regimes | |
| 3.4 | Market Opportunities | |
| 3.4.1 | Potential To Build A Strong Brand Image With Product Innovation And Customization Features | |
| 3.4.2 | The Integration Of Cannabis And E-Cigarette Industry | |
| 4 | PORTERS FIVE FORCES ANALYSIS FOR EUROPE E-LIQUID MARKET | |
| 4.1 | Introduction | |
| 4.2 | Threat Of New Entrants | |
| 4.2.1 | Economies Of Scale | |
| 4.2.2 | Product Differentiation | |
| 4.2.3 | Entry Barriers | |
| 4.2.4 | Capital Requirements | |
| 4.2.5 | Access To Distribution Channels | |
| 4.3 | Bargaining Power Of Buyers | |
| 4.3.1 | Concentration Of Buyers | |
| 4.3.2 | Differentiation Of Outputs | |
| 4.3.3 | Buyer’s Information About Supplier’s Product | |
| 4.3.4 | Importance Of Volume To Buyers | |
| 4.3.5 | Threat Of Backward Integration | |
| 4.4 | Bargaining Power Of Suppliers | |
| 4.4.1 | Product Differentiation | |
| 4.4.2 | Supplier Concentration | |
| 4.4.3 | Threat Of Forward Integration | |
| 4.4.4 | Switching Cost | |
| 4.5 | Intensity Of Competitive Rivalry | |
| 4.5.1 | Industry Concentration | |
| 4.5.2 | Intermittent Over Capacity | |
| 4.5.3 | Customer’s Loyalty Towards Brand | |
| 4.5.4 | Product Differentiation | |
| 4.5.5 | Entry Barriers | |
| 4.6 | Presence Of Substitutes | |
| 5 | EUROPE E-LIQUID MARKET SIZE ESTIMATE & FORECAST | |
| 5.1 | Introduction | |
| 5.2 | By Type | |
| 5.2.1 | Market Statistics | |
| 5.2.2 | Pre-Filled E-Liquid | |
| 5.2.2.1 | Key Market Players | |
| 5.2.2.2 | Market Statistics | |
| 5.2.3 | Bottled E-Liquid | |
| 5.2.3.1 | Key Market Players | |
| 5.2.3.2 | Market Statistics | |
| 5.3 | By Source Of Origin | |
| 5.3.1 | Market Statistics | |
| 5.4 | By Key Countries | |
| 5.4.1 | Market Statistics | |
| 5.4.2 | The U.K. | |
| 5.4.3 | Russia | |
| 5.4.4 | Germany | |
| 5.4.5 | France | |
| 5.4.6 | Spain | |
| 5.4.7 | Others | |
| 6 | EUROPEAN E-LIQUID MARKET PENETRATION, BY DISTRIBUTION CHANNEL | |
| 6.1 | Introduction | |
| 6.1.1 | Market Statistics | |
| 6.2 | Online Distribution Channel | |
| 6.2.1 | Online Resellers | |
| 6.2.2 | Online Websites | |
| 6.2.3 | Market Statistics | |
| 6.3 | Retail (Brick & Mortar Stores) | |
| 6.3.1 | Convenience Stores (C-Stores) | |
| 6.3.2 | Vape Shops | |
| 6.3.3 | Others (Pharmacies, Drug Stores And Gas Stations) | |
| 6.3.4 | Market Statistics | |
| 7 | EUROPE REGULATORY COMPLIANCE & GUIDELINES | |
| 7.1 | Introduction | |
| 7.2 | Regulatory Bodies | |
| 7.2.1 | Eu Tobacco Products Directive (TPD) | |
| 7.2.1.1 | Response To Eu Tpd | |
| 7.2.2 | Medicines & Healthcare Products Regulatory Agency (MHRA) | |
| 7.2.3 | World Health Organization-Framework Convention On Tobacco Control (WHO-FCTC) | |
| 7.3 | Consortiums | |
| 7.3.1 | Association Française De Normalisation (AFNOR) | |
| 7.3.2 | British Medical Association (BMA) | |
| 7.3.3 | Electronic Cigarette Industry Trade Association (ECITA) | |
| 7.3.4 | Tobacco Vapor Electronic Cigarette Association (TVECA) | |
| 7.4 | Compliance & Certification | |
| 7.4.1 | International Organization For Standardization (ISO) Compliance | |
| 7.4.2 | Conformité Européenne (CE) | |
| 7.4.3 | Restriction Of Hazardous Substances (ROHS) Compliance | |
| 7.5 | Country-Wise Legal Framework For E-Cigarette | |
| 8 | BUYING CRITERIA–CONSUMER PERSPECTIVE | |
| 8.1 | Introduction | |
| 8.2 | Choice Of Bases/Carrier Liquid | |
| 8.3 | Flavor | |
| 8.4 | Nicotine Level | |
| 8.5 | Approval & Standards | |
| 8.6 | Cost | |
| 8.7 | Branding | |
| 8.8 | Packaging & Labelling | |
| 9 | KEY STRATEGIES AND DEVELOPMENTS | |
| 9.1 | Introduction | |
| 9.2 | Mergers And Acquisitions | |
| 9.3 | Partnership, Collaboration & Joint Ventures | |
| 9.4 | Product Launch | |
| 9.5 | Business Expansion | |
| 9.6 | Others | |
| 10 | COMPANY PROFILES | |
| 10.1 | Global E-Lquid Company Profiles (Detailed) | |
| 10.1.1 | Altria Group, Inc. | |
| 10.1.1.1 | Company Overview | |
| 10.1.1.2 | Mark Ten | |
| 10.1.1.3 | Green Smoke LLC | |
| 10.1.1.4 | Financials | |
| 10.1.1.4.1 | Overall Financials | |
| 10.1.1.4.2 | Net Revenue By Business Segments | |
| 10.1.2 | British American Tobacco Plc (BAT) | |
| 10.1.2.1 | Company Overview | |
| 10.1.2.1.1 | Nicoventures Ltd. | |
| 10.1.2.2 | Financials | |
| 10.1.2.2.1 | Overall Financials | |
| 10.1.2.2.2 | Net Revenue By Geography | |
| 10.1.3 | Electronic Cigarettes International Group | |
| 10.1.3.1 | Company Overview | |
| 10.1.3.1.1 | Vapestick | |
| 10.1.3.1.2 | Ten Motives | |
| 10.1.3.1.3 | VIP | |
| 10.1.3.2 | Financials | |
| 10.1.4 | Fontem Ventures | |
| 10.1.4.1 | Company Overview | |
| 10.1.4.1.1 | Blu Cig | |
| 10.1.5 | Gamucci Electronic Cigarettes | |
| 10.1.5.1 | Company Overview | |
| 10.1.6 | Imperial Tobacco Group Plc | |
| 10.1.6.1 | Company Overview | |
| 10.1.6.2 | Financials | |
| 10.1.6.2.1 | Overall Financials | |
| 10.1.6.2.2 | Financials By Geography | |
| 10.1.7 | Japan Tobacco, Inc. (JT) | |
| 10.1.7.1 | Company Overview | |
| 10.1.7.2 | Financials | |
| 10.1.7.2.1 | Overall Financials | |
| 10.1.7.2.2 | Net Revenue By Business Segments | |
| 10.1.8 | Philip Morris International Inc. (PMI) | |
| 10.1.8.1 | Company Overview | |
| 10.1.8.2 | Financials | |
| 10.1.8.2.1 | Overall Financials | |
| 10.1.8.2.2 | Financials By Geography | |
| 10.1.9 | Reynolds American Inc. (RAI) | |
| 10.1.9.1 | Company Overview | |
| 10.1.9.2 | Financials | |
| 10.1.10 | Shenzhen First Union Technology Co. Ltd | |
| 10.1.10.1 | Company Overview | |
| 10.1.10.2 | Financial Summary (Export Data By Geography) | |
| 10.1.11 | Shenzhen Smoore Technology Limited | |
| 10.1.11.1 | Company Overview | |
| 10.2 | Europe Based E-Liquid Company (Overviews) | |
| 10.2.1 | Alchem International | |
| 10.2.1.1 | Company Overview | |
| 10.2.2 | Atom Vapes | |
| 10.2.2.1 | Company Overview | |
| 10.2.3 | Bandz Srl | |
| 10.2.3.1 | Company Overview | |
| 10.2.4 | Beverly Hills Vapor | |
| 10.2.4.1 | Company Overview | |
| 10.2.5 | Changning Dekang Biotechnology Srl | |
| 10.2.5.1 | Company Overview | |
| 10.2.6 | Civap | |
| 10.2.6.1 | Company Overview | |
| 10.2.7 | E-Cig Hellas | |
| 10.2.7.1 | Company Overview | |
| 10.2.8 | Elgarette | |
| 10.2.8.1 | Company Overview | |
| 10.2.9 | Ezsmoke | |
| 10.2.9.1 | Company Overview | |
| 10.2.10 | Flavourtec | |
| 10.2.10.1 | Company Overview | |
| 10.2.11 | Givismoke | |
| 10.2.11.1 | Company Overview | |
| 10.2.12 | Hangsen | |
| 10.2.12.1 | Company Overview | |
| 10.2.13 | Janty Technology Group Inc. | |
| 10.2.13.1 | Company Overview | |
| 10.2.14 | Liquideu | |
| 10.2.14.1 | Company Overview | |
| 10.2.15 | Rejuice | |
| 10.2.15.1 | Company Overview | |
| 10.2.16 | Skysmoke | |
| 10.2.16.1 | Company Overview | |
| 10.2.17 | Totally Wicked | |
| 10.2.17.1 | Company Overview | |
| 10.2.18 | VINIRETTE | |
| 10.2.18.1 | Company Overview | |
| LIST OF TABLES | ||
| TABLE 1 | EUROPE E-LIQUID MARKET VALUE ($ MILLION), BY TYPE, 2015-2025 | |
| TABLE 2 | EUROPE E-LIQUID MARKET VOLUME (1000 LITERS), BY TYPE, 2015-2025 | |
| TABLE 3 | PRE-FILLED E-LIQUID PRICING BY KEY VENDORS | |
| TABLE 4 | EUROPE PRE-FILLED E-LIQUID MARKET VALUE ($ MILLION), BY DISTRIBUTION CHANNEL, 2015-2025 | |
| TABLE 5 | EUROPE PRE-FILLED E-LIQUID MARKET VOLUME (1000 LITERS), BY DISTRIBUTION CHANNEL, 2015-2025 | |
| TABLE 6 | EUROPE PRE-FILLED E-LIQUID MARKET VALUE ($ MILLION), BY SOURCE OF ORIGIN, 2015-2025 | |
| TABLE 7 | EUROPE PRE-FILLED E-LIQUID MARKET VOLUME (1000 LITERS), BY SOURCE OF ORIGIN, 2015-2025 | |
| TABLE 8 | BOTTLED E-LIQUID PRICING BY KEY VENDORS | |
| TABLE 9 | EUROPE BOTTLED E-LIQUID MARKET VALUE ($ MILLION), BY DISTRIBUTION CHANNEL, 2015-2025 | |
| TABLE 10 | EUROPE BOTTLED E-LIQUID MARKET VOLUME (1000 LITERS), BY DISTRIBUTION CHANNEL, 2015-2025 | |
| TABLE 11 | EUROPE BOTTLED E-LIQUID MARKET VALUE ($ MILLION), BY SOURCE OF ORIGIN, 2015-2025 | |
| TABLE 12 | EUROPE BOTTLED E-LIQUID MARKET VOLUME (1000 LITERS), BY SOURCE OF ORIGIN, 2015-2025 | |
| TABLE 13 | EUROPE E-LIQUID MARKET VALUE ($MILLION), BY SOURCE OF ORIGIN, 2015-2025 | |
| TABLE 14 | EUROPE E-LIQUID MARKET VOLUME (1000 LITERS), BY SOURCE OF ORIGIN, 2015-2025 | |
| TABLE 15 | EUROPEAN E-LIQUID MARKET VALUE ($MILLION), BY COUNTRIES, 2015-2025 | |
| TABLE 16 | EUROPEAN E-LIQUID MARKET VOLUME (1000 LITERS), BY COUNTRIES, 2015-2025 | |
| TABLE 17 | E-LIQUID BRANDS & THEIR SALES CHANNEL | |
| TABLE 18 | E-CIGARETTE BY LOCATION OF PURCHASE IN EU MEMBER STATES | |
| TABLE 19 | EUROPE E-LIQUID MARKET VALUE ($MILLION), BY DISTRIBUTION CHANNEL, 2015-2025 | |
| TABLE 20 | EUROPE E-LIQUID MARKET VOLUME (1000 LITERS), BY DISTRIBUTION CHANNEL, 2015-2025 | |
| TABLE 21 | EUROPE ONLINE DISTRIBUTION CHANNEL E-LIQUID MARKET VALUE ($MILLION), BY TYPE, 2015-2025 | |
| TABLE 22 | EUROPE ONLINE DISTRIBUTION CHANNEL E-LIQUID MARKET VOLUME (1000 LITERS), BY TYPE, 2015-2025 | |
| TABLE 23 | EUROPE RETAIL DISTRIBUTION CHANNEL E-LIQUID MARKET VALUE ($MILLION), BY TYPE, 2015-2025 | |
| TABLE 24 | EUROPE RETAIL DISTRIBUTION CHANNEL E-LIQUID MARKET VOLUME (1000 LITERS), BY TYPE, 2015-2025 | |
| TABLE 25 | EUROPE E-LIQUID RETAIL DISTRIBUTION CHANNEL MARKET VALUE ($MILLION), 2015-2025 | |
| TABLE 26 | EUROPE E-LIQUID RETAIL DISTRIBUTION CHANNEL MARKET VOLUME (1000 LITERS), 2015-2025 | |
| TABLE 27 | COMPARISON OF PROPYLENE GLYCOL (PG) AND VEGETABLE GLYCOL (VG) AS CARRIER LIQUID IN E-CIGARETTE | |
| TABLE 28 | SHARE OF EXPORT REVENUE | |
| TABLE 29 | F.O.B. PRICE OF PRODUCTS | |
| LIST OF FIGURES | ||
| FIGURE 1 | BIS RESEARCH METHODOLOGY | |
| FIGURE 2 | THE EUROPE E-LIQUID MARKET-RESEARCH METHODOLOGY | |
| FIGURE 3 | EUROPEAN E-LIQUID MARKET VALUE COMPARISON BY TYPES ($MILLION), 2015-2015 | |
| FIGURE 4 | EUROPEAN E-LIQUID MARKET BY COUNTRIES: 2014 VS 2025 | |
| FIGURE 5 | EUROPE E-LIQUID MARKET VALUE BY DISTRIBUTION CHANNEL COMPARISON, 2015-2025 | |
| FIGURE 6 | PORTERS FIVE FORCES ANALYSIS | |
| FIGURE 7 | ADVANTAGES & DISADVANTAGES OF PRE-FILLED E-LIQUID | |
| FIGURE 8 | ADVANTAGES & DISADVANTAGES OF BOTTLED E-LIQUID | |
| FIGURE 9 | ADVANTAGES OF ONLINE SALES CHANNEL | |
| FIGURE 10 | ADVANTAGES OF RETAIL SALES CHANNEL | |
| FIGURE 11 | EU TPD PROPOSED GUIDELINES FOR EUROPEAN E-CIGARETTE MARKET | |
| FIGURE 12 | HEALTH RISKS OF ELECTRONIC NICOTINE DELIVERY SYSTEMS (ENDS) TO USERS AND NON USERS | |
| FIGURE 13 | EFFICACY OF ELECTRONIC NICOTINE DELIVERY SYSTEMS (ENDS) AS A SMOKING CESSATION TOOL | |
| FIGURE 14 | REGULATIONS BY TVECA FOR E-LIQUID FIRMS | |
| FIGURE 15 | GENERAL PRINCIPLES OF CE MARKING | |
| FIGURE 16 | INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH: RESEARCH RESULTS | |
| FIGURE 17 | TYPES OF PREVALENT E-LIQUID FLAVORS | |
| FIGURE 18 | CHOOSING THE RIGHT LEVEL OF NICOTINE IN E-CIGARETTE | |
| FIGURE 19 | PREVALENT NICOTINE DISTRIBUTION LEVELS | |
| FIGURE 20 | LABEL REQUIREMENT FOR E-LIQUID PACKAGING | |
| FIGURE 21 | KEY MERGERS & ACQUISITIONS (2014-15) | |
| FIGURE 22 | KEY PARTNERSHIPS & COLLABORATIONS (2013-15) | |
| FIGURE 23 | KEY PRODUCT LAUNCHES (2014-15) | |
| FIGURE 24 | KEY BUSINESS EXPANSION ACTIVITIES (2013-15) | |
| FIGURE 25 | ALTRIA GROUP, INC.: OVERALL FINANCIALS, 2012-2014 ($BILLION) | |
| FIGURE 26 | ALTRIA GROUP, INC.: NET REVENUE BY BUSINESS SEGMENTS, 2012-2014 ($MILLION) | |
| FIGURE 27 | BRITISH AMERICAN TOBACCO PLC (BAT): OVERALL FINANCIALS, 2012-2014 ($BILLION) | |
| FIGURE 28 | BRITISH AMERICAN TOBACCO PLC (BAT): NET REVENUE, BY GEOGRAPHY, 2012-2014 ($BILLION) | |
| FIGURE 29 | ECIG : OVERALL FINANCIALS 2012-2014 ($MILLION) | |
| FIGURE 30 | IMPERIAL TOBACCO GROUP PLC: OVERALL FINANCIALS, 2012-2014 ($BILLION) | |
| FIGURE 31 | IMPERIAL TOBACCO GROUP PLC: NET REVENUE BY GEOGRAPHY, 2012-2014 ($BILLION) | |
| FIGURE 32 | JAPAN TOBACCO CORPORATION (JT): OVERALL FINANCIALS, 2012-2014 ($BILLION) | |
| FIGURE 33 | JAPAN TOBACCO CORPORATION (JT): NET REVENUE BY BUSINESS SEGMENTS, 2011-2013 ($BILLION) | |
| FIGURE 34 | PHILIP MORRIS INTERNATIONAL INC. (PMI): OVERALL FINANCIALS, 2012-2014 ($BILLION) | |
| FIGURE 35 | PHILIP MORRIS INTERNATIONAL INC. (PMI): NET REVENUE BY GEOGRAPHY, 2012-2014 ($BILLION) | |
| FIGURE 36 | REYNOLDS AMERICAN INC. (RAI): OVERALL FINANCIALS, 2012-2014 ($BILLION) | |
Europe stands at the forefront of the legal scenario of the global e-cigarette market with a series of laws and regulations for e-cigarette and e-liquid manufacturing, sales, distribution, advertising, and marketing. When disposable e-cigarettes entered the market in the form of ‘cig-a-likes’, market estimations were never targeted towards estimating the size of e-liquid market. However, owing to the introduction of second and third generation e-cigarettes, the e-liquid market has gained momentum, especially when users can refill their e-cigarettes themselves. As a result of increasing competition and growing consumer demand for different e-liquid flavors, the European e-liquid market is poised to grow over $11 billion by the end of the forecast period.
The e-liquid market in Europe is being driven by an increasing number of vape shops that are opening up in different countries. However, owing to the anticipated taxes that might be imposed on the sales of e-cigarettes and e-liquids many of these shops might actually exit from the market. Moreover, newer players are resorting to online distribution channels since brick-and-mortar shops require capital investments such as rent and other infrastructure set-up.
The prevalent distribution channels in Europe are online and retail. The e-liquid players either operate through their own brands or sell their products through online supermarkets and e-commerce websites. The retail channel is comprised of convenience stores, pharmacies, tobacco shops, and vape shops among others. Even after the regulatory framework takes shape, the retail outlets will continue to generate increasing revenue for the market. However, the ease of procuring and choosing e-liquids from the wide variety that online resellers offer will enable the distribution channel to grow at a CAGR of 26.26% through the forecast period.
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