Revised TPD2 regulations came into effect in Ireland in 2017, which imposed greater restrictions on the category than were previously in place.
Public Health England in the UK has long endorsed vaping products and e-cigarettes as a valid form of NRT. This led to increased confidence in the products and to an uptick in sales according to a number of studies by the vaping industry.
Increasingly, younger generations began to take up vaping, having never previously smoked tobacco products. Events such as Cloud Chasing competitions – Ireland hosted a number of these in 2017 – and the influence of a number of vloggers began to attract younger consumers.
The increased operating costs and tighter regulatory environment led to rationalisation and consolidation in the category. The smaller operators were unable to absorb increased costs and were forced to close.
The review period saw the introduction of a huge number of e-liquids. While the regulations applicable to e-liquids will see a reduction in the overall number of products available, the category is set to remain lucrative and popular.
Irish consumers spend more online than their counterparts in any other EU country and at the end of the review period had the highest percentage of per capita smartphone ownership among those under the age of 40. It is no wonder therefore that a huge percentage of the category’s sales were transacted online over the review period.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Ireland 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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