Vapour products have been present in Italy since 2007, with cig-a-likes being the main type of vapour product initially available in the country. It was not until 2010 when the first tank systems appeared, however, that the category experienced skyrocketing growth rates. From 2010 to 2013, sales of vapour products reached €30 million sales amidst triple-digit growth rates. The lack of proper regulation applying to the category prior to 2014 favoured the rapid proliferation of thousands of retail outlets all over the country offering these devices. Declining smoking rates and tax increases applied to classic tobacco products encouraged consumers to use vapour products, either as an alternative to cigarettes or RYO tobacco, or as an aid to beating the smoking habit, driving massive growth for the category during the review period.
Given that vapour products manufacturers can be present in several retail chains via their own brands or as subcontractors for the manufacture of private label that the devices on behalf of chained retailers, the leading players in the category are mainly international manufacturers of tank systems charging and vapourising devices or local suppliers of e-liquids. Apart from e-liquids, most of vapour products consumed in Italy are produced in China. The concept of e-cigarettes was invented in China during the mid-2000s and, thus, Chinese start-ups still control the bulk of sales of these products.
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This report originates from Passport, our Vapour Devices research and analysis database.
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