Big trend of 2013, the electronic cigarette would she know a decrease of regime? While some announce the end of this alternative based on a shyness of the market since last September, others say surfing still fully on the phenomenon. What is the state of this market that, in less than two years, has made a lot of people talk about it?
An observation: lower sales in recent months
Most e-cigarette professionals agree on this point: since the start of September, the e-cigarette market in France is calmer than before the summer. Difficult to explain, this slowdown in activity was accompanied by an increase in cigarette sales compared to August 2014 and + 5,4% compared to September 2013 (according to the monthly scoreboard on tobacco in September last by the OFDT - French Observatory of Drugs and Drug Addiction), despite a general decline in sales of tobacco estimated at 10% on 2014.
However, is this evidence of a decaying market?
Tobacco salesmen sell less electronic cigarettes
“We don't sell anything anymore! " said a Côte-d'Or tobacconist interviewed by the site Bienpublic.com, thus seeming to confirm the decline of interest of smokers in this electronic alternative. According to statistics also proposed by the OFDT, last April, 21% of vapers bought their equipment from tobacconists, against 58% in specialized shops and only 9% on the internet.
The statements of the tobacconists must, however, be compared to those of some resellers of electronic cigarettes, who themselves do not complain: " In one year, I opened six stores in the region. In Auxonne, I have new clients every day. For me, we are still in the boom ” so pleased to tell an e-cigarette shop owner at the same site as before. Is it possible then that the problem is not observed at the right angle?
A mature market
Each market has a lifetime divided into several major stages. This well-known economy principle distinguishes the following phases in the life cycle of a market: launch, growth (often short and intense), maturity (longer) and decline.
After more than a year of very strong growth, it seems that the e-cigarette market is entering into its more sustainable, but calmer, phase of maturity. This maturity is expressed by more mature products, after the multitude of models and brands that appeared in the previous phase, and also by a higher equipment rate of vapers. The market then focuses more on consumables than e-cigarette models in its own right, as it has sold so much in 2013.
At the same time, the market is developing expertise: vapers who discovered e-cigarettes last year now know it perfectly, and are therefore looking for better, more specific material that meets specific requirements. Entry-level models that are not very brave but sold at low prices die hard, which is also why tobacconists are seeing a decline in sales, as they mainly sold very basic models. This is equally valid for specialist retailers, where shops limited to very “general public” models see customers becoming more discreet.
Finally, the maturity of the market is most likely accompanied by a change in behavior. Alerts on different models, the operation of the electronic cigarette and the many existing brands, vapers may now prefer to turn to the web where they can enjoy more attractive prices for similar products. E-cigarette sites like CigaMania.com, The Little Vapoteur ou Taklope thus offer models up to 30% cheaper than in shop: a freedom that can be authorized e-shops because taking advantage of lower loads than a physical store.
It would not be surprising that the statistics on the purchasing behavior of vapers have evolved, giving more weight to the web at the expense of tobacconists and other resellers.
A burst of activity and new products
Rather than a slowdown, the e-cigarette market is mainly experiencing a change in the buying habits of its consumers. Because, at the end of the year, the market knows a revival of activity (certainly partly related to the celebrations and the gifts which go with it) and the manufacturers did not stop proposing novelties. Asked about the subject, the online sales site CigaMania.com claims to have added since September 2014 more 150 references, and said it has extended its offer to an additional audience of connoisseurs with more advanced models: “Brands now offer more developed models to meet more specialized demand. It is clear that vapers are more and more connoisseurs ”.
Toxicological studies: only threat to the e-cigarette?
While the market seems finally to settle permanently, the main risk for it remains the scientific studies conducted on the subject, which could reveal a more or less harmful. For now, with more than 100 research conducted in different countries, the scientific community holds the conclusion of a harmfulness much lower than the conventional cigarette: “To smoke is to take the highway in the opposite direction. Vaping means driving at 140 instead of 130 km / h » said Professor Bertrand Dautzenberg, defender of the vape, to illustrate the risks of e-cigarettes compared to those of tobacco and 4000 toxic components of a cigarette.
Finally, the e-cigarette market does not seem to be in such a bad position (the latest study conducted in Japan on the harmful effects of e-cigarettes being belied by many experts like Dr. Farsalinos), especially since the French government does not consider the regulation of this alternative a priority. The electronic cigarette will be banned in some public places and it will soon be impossible to advertise, but the market should not be restrained beyond measure, to the delight of the vapers.
Source : http://www.netactus.fr/
