Eloïse Trenda
Research Expert covering global food topics with a focus on the French and Spanish markets.
Get in touch with us nowBig tobacco controls the market
Vaporizers exist in many shapes and sizes, often developed by innovative companies. Many e-cigarette start-ups were founded in the past decade, but the world’s tobacco conglomerates quickly took control of the market. Large brands such as a JUUL, Vuse (formerly known as Vype in the UK), and blu are owned by Altria, BAT, and Imperial Brands, respectively. This is evidence of big tobacco’s capability to adapt to a rapidly changing market. In addition, when it comes to innovation in the vape market, some of the largest tobacco companies are running up front. For instance, Philip Morris International has been very successful recently with their HTP (Heated Tobacco Product) brand IQOS. HTPs use a heating system where tobacco is aerosolized. As such, these products generally contain nicotine and tar, much like regular cigarettes.
Controversy casts a dark, smoky cloud over e-cig market
E-cigarettes, THPs, and vaporizers have never been free of controversy. As a healthier alternative to combustible cigarettes, their effect on the smoking population is twofold. On the one hand, they are smoking cessation aids, and have been marketed as such by big tobacco companies. Because of the large variety of options in terms of nicotine and tobacco amount, e-cigs allow smokers to gradually decrease their smoking activity, making for an effective quitting strategy. On the other hand, the hip, flavored vaporizers are highly attractive to young, potential smokers. In fact, roughly 14 percent of British 16-17-year-olds used electronic cigarettes in 2022. From this perspective, e-cigs can be seen as a gateway to ‘regular’ smoking, which is why the UK is cracking down on vaporizers marketed as trendy lifestyle gadgets. The direction that the e-cigarette and vaporizer industry will take in the future is highly dependent on regulatory developments and big tobacco's capacity to innovate.
