MarketLine Blog

The emerging world of the electronic cigarette market

An electronic cigarette (e-cig) is a new product which replicates the sensation of smoking and delivers to the user a small dose of nicotine that can satiate cravings. This market makes some bold claims as to the health benefits and cost savings to smokers of e-cigs over normal tobacco.

The electronic cigarette (e-cig) market has been slowly developing and is starting to gain some traction in some regional markets, with the UK expected to top 1 million users in 2012 By comparison, the UK’s population is estimated to hold around 12 million tobacco smokers in the same year. This represents a potentially major shift in the market because there is a high expectation that the e-cig market may eventually come to replace the tobacco industry, providing a new area of growth for some parts of the industry.

Secondly, it is hoped that this alternative, being significantly healthier, will help to reduce the enormous burden that dealing with the medical implications from the tobacco industry produces. If both these elements could be achieved it would placate the health concerns of the consumer, government health groups, and the leading players. International tobacco companies are aware of the potential gains they could stand to make in this area and some of the largest have made moves to protect themselves from and invest in this emerging market.

One of the key benefits of the product is that it can currently legally be used in any public space such as work environments, airplanes and pubs unlike, of course, tobacco products which are banned in these areas. However, recently there has been concern as employers have considered the safety implications of using the product around colleagues in the workplace, and some may revoke this right.

The e-cig market’s future looks bright but there are a number of pitfalls that could disrupt it. For instance, both in the UK and US, the product has not yet been approved by medical authorities and there has been much debate over the safety and quality of these new and unproven products. Also, the market is very scattered currently and there is yet to be a product which will capture a more broad tobacco audience’s interest.

For further information on the electronic cigarette industry, purchase the MarketLine’s case study here


  • Have a variety of tastes, the price also is very good

    ecigbess on 25 May 2013 at 1:50am

  • E Cigarette as a product was primarily introduced in the market to help people quit smoking.
    The primary targets for the product were the people who used to smoke tobacco already.

    sleekhosting on 10 February 2013 at 8:35am

  • I am the Managing Director of INCIG electronic cigarettes based in the UK. I find the way you have chosen to write this article is inspiring and very open minded, and transparent in its direction to consumers who are looking for for alternatives to beating their cravings.

    Here at INCIG I want my company to be true to facts and not to skate over issues which are at the fore front of the consumer.

    How long have you been tracking the UK e cigarette market? I am always interested in adding value to individuals blogs who have genuine facts even if these are sometimes negative to the industry in which we work.

    On writing this article, what were you main goals? Maybe I could help in achieving these and add further value to your blog?

    I look forward to speaking with you further.

    Kind regards

    Tristan Okulus

    Tristan Okulus on 14 January 2013 at 9:29pm

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