After having lost pace slightly as a result of the anarchic development of its distribution, vapour products regained momentum in 2017 which is expected to continue. The sudden increase of taxes on cigarettes and smoking tobacco from November 2017 to 2020 is expected to encourage many smokers to adopt much cheaper vapour products as complements or even as total substitutes.
Conversely to cigarettes and smoking tobacco, vapour products is expected to benefit from a multiplicity of innovations. In terms of actual value sales, the biggest contribution will come from alternatives to powerful, voluminous open vaping devices, for instance clearomisers of a maximum of 80 watts instead of the big boxes of 200 watts.
Players also forecast an upheaval in the distribution of vapour products. Until 2017, CTN tobacconists failed to seize the opportunity of vapour products due to a too limited or not-on-trend offering; their core business is cigarettes (while the aim is to quit smoking) and their focus is on cig-a-likes or heated tobacco products that have never really taken off in France.
Open vaping systems charging and vapourising devices is dominated by Chinese brands from Shenzhen that are marketed in France by different NBOs and distributors. Thanks to its presence as a premium brand or via components in other brands, Shenzhen Kanger Technology Co Ltd still led by a slight margin in 2017.
Totally absent from open vaping devices, domestic companies are more prominent in e-liquids, with the French GaïaTrend SARL and its Alphaliquid brand leading retail value sales. The company benefits from offering a wide range of distinctive and often complex flavours and also manufactures e-liquids for other companies.
Most endeavours by cigarette multinationals in vapour products have been failures or half-successes in France. After the drop of Ploom and then Plax in heated tobacco products, Logic Pro by Japan Tobacco Vype seemed to fare better in non cig-a-like closed system but still started from a low base in 2017.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Smokeless Tobacco and Vapour Products research and analysis database.
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