Germany E-cigarette Market Overview, 2028

Consumers in the region are increasingly using e-cigarettes with traditional/combustible cigarettes to limit their use of conventional/combustible cigarettes. Furthermore, because e-cigarettes simulate the feeling of smoking traditional/combustible cigarettes, people are increasingly using them to satisfy their nicotine addiction. E-cigarettes do not produce the tar that traditional cigarettes do, which is the primary cause of lung cancer. Furthermore, because these products are available in both nicotine and non-nicotine forms, the majority of the populace perceives them to be superior choices. As a result, the product is gaining widespread acceptance, and more smokers are trying and accepting e-cigarettes as an alternative to traditional cigarettes. This dual-use has significantly increased the number of e-cigarette users in the region and is expected to drive the market over the forecast period, as dual users typically aim to gradually reduce their use of conventional/combustible cigarettes over time, increasing the likelihood of repeat purchase of e-cigarettes in the region. British American Tobacco (Germany) GmbH, Joyetech Deutschland GmbH, NJOY, Inc., Philip Morris GmbH, Red Kiwi GmbH, Shenzhen Innokin Technology Co., Ltd., Smok Technology Co. Ltd., and SNOKE GmbH & Co. KG are key participants in the German E-Cigarette Market. JUUL, Vype, MyBlu, Smok, Vaporesso, and Geekvape are some of the leading brands in the German e-cigarette market.

According to the research report, “Germany E-cigarette Market Overview, 2028” published by Bonafide Research, the market is projected to add USD 700.23 Million by 2028. In terms of Product Type, the Modular Devices category held the largest market at around 50% in 2022. The key element driving the category is the devices' high-level customization ability to integrate multiple functionalities and components. These elements and components, depending on individual preferences, alter the flavor and volume of vapor produced by the device. The regular organizing of Vaping events, including Vape conferences and contests, increases the need for modular devices. Furthermore, the Next Generation e-cigarette category is predicted to develop significantly throughout the projection period due to features such as portability, lightweight, and discretion. Because of their popularity among teenagers, flavors such as Tobacco and Botanical account for more than 47% of the overall market share. Fruit Flavour is expected to develop quickly during the forecast period due to rising consumer demand, particularly for the taste of real fruits. Because of the declining use of combustible cigarettes, the German E-cigarette Market is expected to generate significant income. Germany has one of the greatest smoking populations in Europe, after only the United Kingdom. Leading e-cigarette brands from the United States, China, and Europe have recognized the potential of this emerging business and have entered it to capitalize on the opportunity given by a big consumer base. The number of Vape shops is growing across the country, and new products and flavors are being introduced to the market to streamline and enhance users' e-cigarette smoking experiences.

As per World Bank, Germany has a population of 83.1 million people in 2021, with 41.1 million men and 42 million women. The majority of the population, 53.18 million people, is between the ages of 15 and 65. There are 64.24 million urban residents and 18.86 million rural residents. According to the World Bank, Germany's GDP in 2021 was USD 4.22 trillion, with an inflation rate of 3.1% and a per capita income of $50,801.8. (2021). Current trends in e-cigarette usage, consumption patterns of e-cigarette product varieties, and nicotine concentration levels in e-liquids among teenagers and young adults in Germany are not thoroughly understood. Recent e-cigarette research in young people has pointed to the debut of JUUL, a pod-style e-cigarette, as the cause of the increase in e-cigarette use among young people. In Germany, disposable e-cigarettes cost roughly 10 euros on average. This is much less than the average price of rechargeable e-cigarettes in Germany, which is roughly 40 euros. However, the typical cost of disposable e-cigarettes in Germany can vary.

A recent German study discovered a high frequency of ever-tobacco smoking and ever-vamping in German young people, as well as shifting trends in e-cigarette use among teenagers. Consumption patterns demonstrated a significant level of dual usage of e-cigarettes and tobacco smoking, as well as a preference for refillable design e-cigarettes. Preventing tobacco and Vaping use and addiction in young people is a critical tactic for putting an end to the tobacco epidemic. Germany follows the EU's Tobacco Products Directive (TPD) (2014). Nicotine-containing e-cigarettes are considered tobacco-related products and are governed by the Federal Government's Implementation of the Tobacco Products Directive and Related Products 2016. Since 2016, it has become illegal for minors under the age of 18 to use or purchase e-cigarettes. Within the constraints of EU legislation, e-cigarettes can be marketed and advertised. Although e-cigarettes do not fall under the rules that protect non-smokers (yet), there is a federal smoking prohibition in some cases, and e-cigarettes are typically treated similarly. Vaping on a train or bus is prohibited, and there are specific locations for Vaping/smoking at stations; however, the restrictions vary by state. There is currently no excise tax on e-cigarette fluid.

The offline distribution channel, which comprises retail establishments, held the largest market share. E-cigarettes were previously available in retail venues such as Vape shops and gas stations. These stores helped clients choose from a variety of gadgets and e-liquids. Furthermore, Vape shops that allow customers to try out and test these devices before purchasing them are likely to increase retail store segment development throughout the forecast period. The increased sales opportunity for e-cigarettes via online channels prompted suppliers to strengthen their online purchase processes in terms of security and dependability, hence increasing demand for these items online. With the increasing popularity of Vaping devices, flavor, and fragrance vendors are releasing a wide range of e-liquids to attract customers. Different flavors, such as menthol, mint, chocolate, cola, bubble gum, and fusions of other fruits and flavoring substances are luring a large number of consumers to adopt these e-cigarette devices.

Covid-19 Impact:
The spread of COVID-19 has contributed to declining of the Germany E-cigarette market on the back of disturbances in the supply chain and discontinuation of production. Moreover, consequent disruptions in the operations in the lockdown period in the country have affected the sales revenue for many of the top E-cigarette brands in the near term and significantly contributed towards the slow growth of Germany's E-cigarette market.

Considered in this report
• Geography: Germany
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Germany's E-Cigarette market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product
• Modular E-Cigarette
• Rechargeable E-Cigarette
• Next-Generation E-Cigarette
• Disposable E-Cigarette
• Others

By Flavour
• Tobacco
• Botanical
• Fruit
• Sweet
• Beverage
• Others

By Battery Mode
• Automatic E-cigarette
• Manual E-cigarette

By Distribution Channel
• Offline
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the e-cigarette industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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