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Middle East & Africa E-Cigarettes Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

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  • 100 Pages
  • June 2022
  • Region: Africa, Middle East
  • Mordor Intelligence
  • ID: 4763964
The Middle East & Africa E-cigarettes market is forecasted to grow at a rate of 9.74% during the forecast period (2020-2027)

Over the past few years, there has been rising awareness regarding the health hazards associated with smoking. At the onset of COVID-19, the market has crumbled in the initial phase by restricting transport and reducing sales in brick & mortar shops, but it acted as a break-even point. This has resulted in high demand for alternatives to traditional cigarettes, like e-cigarettes; as a result of this, sales volume online increased when compared to previous. 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 2027, and e-cigarettes are a major step toward this achievement. With the growing popularity of vaping devices, flavour and fragrance vendors are introducing a wide variety of e-liquids to attract consumers.

Different flavours, such as menthol, mint, chocolate, cola, bubble gum, and fusions of other fruits and flavouring 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 their 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 speciality 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. 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, flavours, 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. Countries are promoting to move towards e-cigarettes from traditional cigarettes to stop the pollution, health issues and promote sustainability.

Competitive Landscape

British American Tobacco Plc. Held the largest market share of the overall e-cigarette market in 2020, with a market share of about 39%. And some other companies like Phillip Morris International, Eastern Tobacco Company (ETC) and some local players. Government support and awareness in consumers towards health and eco-friendliness are driving forces in this market. Innovations like flavours such as menthol, mint, fruits, e.t.c. They are introduced in the market to attract multiple customer segments. The demand for new add-on flavours is adding interest in manufacturers. Online presence is helping the market to proliferate and increase the area of operations along with expanding the customer base

Additional Benefits:

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

This product will be delivered within 2 business days.

Table of Contents

1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter Five Forces Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Buyers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitute Products and Services
4.3.5 Degree of Competition
5.1 By Product Type
5.1.1 E-cigarette Devices
5.1.2 E-liquid Devices
5.2 By Distribution Channel
5.2.1 Offline Channel
5.2.2 Online Channel
5.3 Geography
5.3.1 South Africa
5.3.2 Nigeria
5.3.3 Kenya
5.3.4 Ghana
5.3.5 United Arab Emirates
5.3.6 Egypt
5.3.7 Rest of Middle East & Africa
6 Competitive Landscape
6.1 Most Adopted Strategies
6.2 Market Share Analysis
6.3 Company Profiles
6.3.1 British American Tobacco
6.3.2 Joyetech Group
6.3.3 VIP Electronic Cigarettes
6.3.4 Philip Morris International Inc.
6.3.5 Aspire
6.3.6 KangerTech
6.3.8 Innokin Technology
6.3.9 Ecigs Solutions Ltd
6.3.10 Intellicig Inc.

Companies Mentioned

A selection of companies mentioned in this report includes:

  • British American Tobacco
  • Joyetech Group
  • VIP Electronic Cigarettes
  • Philip Morris International Inc.
  • Aspire
  • KangerTech
  • Innokin Technology
  • Ecigs Solutions Ltd
  • Intellicig Inc.