The global electronic cigarette market is expected to show remarkable growth in the years to come owing to growing awareness among consumers regarding harmful effects of conventional cigarettes and continuous technological developments. Tobacco comprises several cancer-causing elements, which has compelled government and organizations to conduct awareness programs regarding ill effects of tobacco consumption. E-cigarettes are considered as an effective alternative to conventional cigars owing to their reduced toxicity level. Moreover, demand for e-cigars over the conventional cigars is likely to grow in future as they have similar effects as of nicotine-replacement therapies. E-cigarettes reduce the release of smoke and produce mist that dissolves in air easily, causing less harm to humans as well as environment. Also, it avoids the need for dumping cigarette butts and flicking ash, which could, in turn, encourage safe smoking among consumers.
Increasing popularity of vaping devices is a key driving factor in the market. Vaping is known to be an effective way to quit smoking, as it is less toxic and generates vapor instead of smoke. Increasing awareness regarding consumption of safe, smokeless, and ash less tobacco is likely to foster the market growth. Moreover, adoption of these products among people who are trying to quit smoking is expected to augment the growth in future.
Product development and launch of novel vaping devices are estimated to fuel demand for vamping devices in future. Introduction of new flavors by flavor and fragrance companies are anticipated to attract the e-cigars companies. Variety of flavors such as mint, menthol, cola, bubble gum, and combination of fruits are gaining traction among attracting consumers. Several types of e-cigarettes available in the market are modular, disposable, and rechargeable. In addition, automatic e-cigars have emerged as a new type in the market. They are activated by inhaling and provide similar experience like traditional smoking. They are likely to gain popularity among consumers owing to their benefits, such as low consumption of battery and longer vamping period between charges. However, several disadvantages, such as risk to liquid leaks and requirement of training before their usage might restrict their adoption rate. For instance, Xiaomi recently introduced a MIJIA A&D E-Cigarette, which contains zero calories, collagen, and vitamin A, C, B6 and B12 along with coenzyme Q10. It also comprises other micro-nutrients, which are beneficial to the body. The A&D cigarette is based on smart automatic induction air flow control and has a lifespan of maximum 500 vaping. The device also has an LED light, which glows if user takes a puff and turns off on release.
One of the major restraining factors in the market could be growing criticism of e-cigarettes as they are not completely risk-free. In addition, ban on sales of e-cigarettes by government is anticipated to restrict the market growth.
North America is a leading region in the market owing to presence of key players and increasing practice vaping devices as a safe substitute to tobacco are driving regional growth. U.S. is one of the major distributors of e-cigars in the region. Canada is expected to show remarkable growth in the years to come owing to growing initiatives by the government to promote the product as a better alternative to regular cigarette. Asia Pacific is also expected to emerge highly lucrative in coming years due to increasing popularity of vamping devices.
Some of the key companies operating in the electronic cigarette market are Reynolds American Inc.; Philip Morris International Inc.; International Vapor Group; British American Tobacco; and International Vapor Group. Tobacco manufacturers are focusing on development of new technologies to gain traction in the market. Moreover, they are forming agreements with technology providers in order to launch new products with advanced technology. Several digital component manufacturers are also using advanced technologies with an aim to cut the cost of technology and thereby, reduce the total production costs. This may, in turn, help manufacturers to offer low-cost replacements to conventional tobacco cigarettes. In addition, they are likely to adopt online and social media platforms in order to promote their products.
Research Support Specialist, USA