Australia E-Cigarette Market Overview, 2028

People are increasingly using e-cigarettes, or electronic nicotine delivery systems (ENDS), as a substitute for smoking or for recreational purposes. Since 1972, the state has subsidised the national tobacco industry through a special fund supported by a 7% tax on each pack of cigarettes. Due to the growing health concern over the usage of conventional tobacco-based cigarettes, the e-cigarette market has witnessed significant growth over the past decade. It is illegal to use, sell, or buy nicotine for use in e-cigarettes from anyone in Australia without a prescription. Except for Western Australia, each state and territory permits the sale of vapes and e-cigarettes but not the sale or purchase of liquid cartridges that contain nicotine. For this reason, many users purchase their products and liquid cartridges online. These products are often imported from overseas, meaning there is little control over how they are manufactured and what they contain. Due to the growing health concern over the usage of conventional tobacco-based cigarettes, the e-cigarette market has witnessed significant growth over the past decade. Increasing the adoption of e-cigarettes has created a market for disposable, reusable, and customizable e-cigarettes.

According to the research report "Australia E-Cigarette Market Overview, 2028," published by Bonafide Research, the market is expected to add USD 0.19 Billion by 2028. The e-cigarette market is dominated by modular-type e-cigarettes, as they offer greater customization and have overtaken rechargeable models as the most preferred type of device. Modular e-cigarettes can be refilled by the user, but they also allow the user to regulate the power from the batteries to the atomizer. The e-cigarette and vape market has grown significantly in recent years as devices have gotten more efficient in terms of battery life and the variety of flavours offered. Furthermore, a wide range of flavours are available, including menthol. Tobacco, fruits and vegetables, and chocolate are available on the market, attracting a significant number of clients. The manufacturer's offering of customization capabilities such as temperature control and nicotine dosages is projected to boost product demand. Moreover, players’ continual improvement in new product development is expected to accelerate market expansion.

The 2020–21 ABS National Health Survey collected data about the use of e-cigarettes in Australia. Almost one in ten people (93.3% of those aged 18+) had ever used an e-cigarette, and 2.2% reported currently vaping. In line with the National Drug Strategy Household Survey, vaping was most common among young adults aged 18–24. Those aged 18–44 years were twice as likely as people aged 45 and over to report current vaping (3.2% vs. 1.5%). Men were more likely than women to have ever used 11.3% vs. 7.5% or currently use 2.9% vs. 1.6% e-cigarettes. Among smokers, 8.9% reported current vaping, and 23.8% were former vapers.
Smoke generated from burning tobacco is equally harmful to humans as it is to the environment. E-cigarettes eliminate the emission of smoke and instead produce mist, which easily dissolves in the air within seconds. This reduces the side effects of smoking tobacco to a greater extent. As e-cigarettes don’t produce smoke or ash, they can be used in places where cigarette smoking is not allowed due to the harmful health effects posed by traditional cigarettes. On account of this, smokeless and ashless vaping is driving the e-cigarette market in the country. The governments have taken actions such as preventing youth access, regulating marketing, and launching educational initiatives targeting youth and young adults. The growing number of youths using these products has led to a rise in demand. For instance, the young population in Australia is the major consumer group of e-cigarettes.

The Offline segment accounted for the highest market share. Earlier, e-cigarettes were sold in retail outlets such as vape shops and gas stations. These shops assisted customers to try out and test these devices before making a purchase decision is expected to drive the retail store segment growth over the forecast period. The online segment is anticipated to register a significant CAGR over the forecast period. The benefits of an online marketplace in terms of competitive pricing, convenience, and access to a wider variety of products encourage people to purchase e-cigarettes and vape online. The country has also been witnessing a rising demand for e-cigarette products, encouraging sellers to sell e-cigarettes online.

Covid-19
Due to the COVID-19 pandemic, the Australian e-cigarette market witnessed a sharp decline. The pandemic forced people to pay attention to their health and quit habits like smoking to tackle this situation. Thus, it impeded the demand for e-cigarettes throughout the pandemic period. Further, retail stores and outlets also stopped offering their products to abide by the government rules, which hampered the growth of the e-cigarette market. In the country, the ease of lockdown restrictions has increased the sales of e-cigarettes like before.

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Manmayi Raval

Research Consultant

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

Aspects covered in this report
• Australia 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

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

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

By Distribution Channel
• Online
• Offline

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.