Summary

Middle East & Africa E-cigarettes Market is forecasted to reach USD 485 million by 2025 growing at a rate of 9.74% during the forecast period.

Over the past few years, there has been a rising awareness regarding the health hazards associated with smoking. This has resulted in high demand for alternatives to traditional cigarettes, like e-cigarettes. E-cigarettes were introduced as an alternative to traditional cigarettes. According to the estimates provided by the World Bank, 180 million premature deaths can be avoided if smoking cigarettes can be reduced to one-half by 2025, and e-cigarettes are a major step toward this achievement. With the growing popularity of vaping devices, flavor and fragrance vendors are introducing a wide variety of e-liquids to attract consumers. 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. Tobacco manufacturers are focusing on technological developments and innovation, in order to attain an edge over the competitors. This has persuaded vendors to heavily invest in technology

Key Market Trends

Penetration of E-cigarettes in Organized Retail

The evolving retail industry, especially in developing countries, is marked by the emergence of many stores in the hypermarket, supermarket, and specialty store formats. The penetration of organized retail is also expected to enable consumers to seek information about various brands and compare prices and quality, which results in a better purchase decision. Vendors leverage both traditional and social media platforms for advertising. Companies create campaigns and exhibition shows to promote their brands and products, reaching out to their target audience through various social media platforms. Now, with the increasing demand, several companies have invested heavily in finding new distribution channels. Thus, e-cigarettes are available for users across a range of channels. With the growth of e-commerce and many retail stores planning to introduce e-cigarettes in their line-up to match the competition, e-cigarettes are becoming relatively easy to procure. This is driving the faster adoption of the product, resulting in healthy market growth.

Egypt Dominates the Market

Vaping is a modern trend, but even new vapes have their roots in ancient history. Egypt is known for its ancient vaping techniques, such as heating herbs and oils on hot stones to vape. According to ‘The Egyptian Journal of Hospital Medicine’, in 2016, a study was conducted in Egypt, and the results of the study showed that 57.5% of the respondents were aware of e-cigarettes. Among those who know about e-cigarettes, 41.6% believed that e-cigarettes help smoking cessation and 31.9% believed that it is less harmful than traditional cigarettes. Vendors operating in the country are introducing innovative products, in terms of functionality, flavors, ingredients, packaging, and format. Rising consumer awareness and product knowledge about various e-cigarettes have led to the introduction of high-performance and quality products in the Egyptian e-cigarettes market. The electronic cigarette and e-liquid from Intellicig Egypt have revolutionized the smoking experience for the smokers. Intellicig is one of the largest electronic cigarette manufacturer in the Egyptian market and the only company that offers its clients, after-sale service and care.

Competitive Landscape

British American Tobacco Plc. held the largest market share of the overall e-cigarette market in 2017 and strengthened its position with the acquisition of Reynolds American Inc. However, the Competition Commission blocked British American Tobacco (BAT) SA’s plans to expand into e-cigarettes in SA, with the acquisition of the Twisp, a vaping company, and has prevented the deal on the grounds that it would substantially lessen competition, impacting the company’s position. The company is subject to significantly increased competition, with Phillip Morris International, joining the vaping trend and encouraging smokers to switch to new generation devices that were claimed to be healthier in some regions. Over the past decade, Marlboro, one of the leading cigarette brands, invested USD 4.5 billion in R&D, in order to develop advanced technology. The firm has also filed patents, with more than 3,400 granted and over 5,000 pending.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

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