The other interesting thing to look at is how and why people are using ecigarettes. The products that have entered the UK market are more developed. However, increased legislation has also brought its own set of challenges. For manufacturers, they have also come at a time when consumers are looking for ways to save money. Following continued investment..
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62 say they dont make me smell. Manufacturers have to be very careful how ecigarettes are launched to consumers 79 see ecigarettes as an alternative to smoking. From the fix Nielsen Homescan panel we know that the largest proportion of ecigarete users in the UK are the under24s 58 feel it is a route to reduce intake 57 use them for harm reduction either passive or personal 48 use instead of patches. Under 24s lead ecigarette takeup, that means that just because we see disposables selling the most at the moment this is potentially deceiving and not where the majority of money should actually be invested. The message has to be made as simple as possible..
The biggest channel to market though is online. Sales of traditional cigarettes are in decline. But our insight strongly suggests that the holder refill will become the more valuable franchise in the end. It is also testament that the quality of the experience has increased. Debate will continue over holder refill versus disposable..