Open vaping systems in Chile is a category characterised by a very high level of illegality and “grey” zones. Falsification can be seen across open vaping systems charging and vapourising devices and e-liquids.
Most importers of vapour products have focused on internet retailing as a distribution channel, establishing a number of websites which combine informational and educational content with sales-oriented marketing and efficient online payment systems. Informational content includes the technicalities of how vapourisers work and detailed explanations of the contents (ingredients) of e-liquids, while some websites also focus on “quit smoking” messages, promoting vapour products as a healthier, sometimes nicotine-free, alternative to traditional cigarette smoking.
As counterfeit brands and copies of vapour products are entering the Chilean market at attractive prices, consumers are tending to buy these items without knowing they are not genuine. In such a context, it will be important for players to educate consumers not only about the use of vapour products but also the devices themselves and how to distinguish between a counterfeit and genuine product.
Vapers tend to switch from one brand to another very easily, largely due to consumers researching the latest products. Brand loyalty is thus the main challenge for manufacturers.
Vapour products in Chile remained a highly fragmented category in 2017, with many new imported brands entering the country every year. Different brands are flourishing on various websites, which makes it difficult to gain a clear understanding of which players are driving the category.
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