E-Cigarettes assist smoking cessation

Time： 2022-01-13

iiMedia Research released a study on the trend of e-cigarettes, and more than 70% of consumers are interested in whether e-cigarettes can assist in smoking cessation

On January 12, iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, released the "2021-2022 Global Electronic Cigarette Industry Development Trend Special Research Report" (hereinafter referred to as the report).

The report shows that in the past three years, the global e-cigarette retail scale has maintained a rapid growth trend, and Chinese manufacturing has led the global e-cigarette technology innovation, selling well in more than 200 countries and regions. At the same time, the global demand for e-cigarette harm reduction is obvious, and the demand for smokers to quit smoking is becoming stronger.

It is understood that e-cigarette products include atomized e-cigarettes and HNB (heat not burn) in the general definition. Among them, HNB includes solid electronic cigarettes and heated cigarettes, which are different in composition. However, China's definition of electronic cigarettes mainly includes two categories: atomized electronic cigarettes and solid electronic cigarettes. Tobacco products such as heated cigarettes directly manufactured by tobacco processing are included in cigarette management and do not belong to electronic cigarettes.

From the perspective of the development of the global e-cigarette industry, the data shows that the global e-cigarette retail scale has continued to grow. In 2020, the global e-cigarette retail scale will reach 45.3 billion US dollars. It is expected that the global e-cigarette retail scale will reach 86.7 billion US dollars in 2023. The retail scale of the global vaping electronic cigarette industry has a compound growth rate of 18.6% from 2018 to 2021, and the retail scale is expected to reach US$42.44 billion in 2022. The retail scale of the global HNB industry has a compound growth rate of 58.4% from 2018 to 2021, and the retail scale is expected to reach US$31.37 billion in 2022.

Among them, the domestic market size of China's electronic cigarette industry continues to grow. It is expected that the growth rate will be 76.0% in 2022, and the market size will reach 25.52 billion yuan. At the same time, the export market size of China's electronic cigarette industry has also continued to grow. It is expected that the growth rate will be 63.4% in 2022, and the market size will reach 165.88 billion yuan. In 2021, the direct employment population of China's e-cigarette industry will be about 1.5 million, and the indirect employment will be about 4 million, for a total of about 5.5 million. Analysts from iiMedia Research believe that it is expected that in the future, with the gradual improvement of domestic e-cigarette regulatory policies, the e-cigarette industry can bring certain promotion significance to domestic economic and social benefits.

At the same time, according to the IMS model to calculate the potential market size of China's electronic cigarette segments, under the condition that the policy on the electronic cigarette market is gradually improved, the penetration rate of solid electronic cigarettes in China is expected to reach 3%-5% (HNB penetration rate) in 2025. rate of 15%-25%, of which solid electronic cigarettes account for about 20%), the potential market size is about 53.1 billion-88.5 billion yuan, the penetration rate of atomized electronic cigarettes is 4%-8%, and the potential market size is about 39.6 billion Yuan - 79.2 billion yuan.

In recent years, Made in China has promoted the development of the industry through technological innovation and has an advantage in the global electronic cigarette industry. The report mentioned that domestic private e-cigarette brands such as RELX have been deployed in the field of e-cigarettes for many years, and have achieved innovative results in product and material research and development, production processes, etc., which have led to the employment of personnel in the entire industry chain from research and development to sales. According to the survey data, 60.0% and 48.2% of Chinese e-cigarette consumers prefer RELX and Magic Flute respectively. Analysts pointed out that domestic private e-cigarette brands have formed a certain cognitive foundation among consumers. In the future, private enterprises with first-mover advantages will form a demonstration effect to promote the standardized development of the electronic cigarette industry.

In addition, from the perspective of underlying needs, traditional tobacco consumption generally requires smoking cessation, and harm reduction is the core demand of tobacco evolution. In this report, the survey results of consumers in China show that the smoking frequency of traditional tobacco consumers in China is one pack every two or three days, accounting for 43.1%. However, more than 90% of Chinese traditional tobacco consumers have thought about quitting smoking, 77.9% have tried it, and only 23.8% successfully quit smoking. Overall, 49.7% of traditional tobacco consumers have reduced their smoking frequency in the past year.

Talking about the reasons for wanting to quit smoking, 77.1% of smokers said they were worried about harming the health of their family and friends, and 74.1% said they were worried about affecting their own health. Analysts believe that almost all Chinese traditional tobacco consumers have the idea or action to quit smoking. Unfortunately, only about 20% successfully quit smoking. Quitting cigarettes is an urgent need of domestic traditional tobacco consumers.

In addition, survey data shows that over 70% of Chinese cigarette consumers know and are interested in e-cigarettes. Among them, 74.6% of consumers are interested in the auxiliary effect of e-cigarettes on smoking cessation, and 67.2% of consumers think that e-cigarettes are fashionable and interesting. Among Chinese e-cigarette consumers, 83.0% believed that e-cigarettes were helpful in reducing dependence on cigarettes, 37.8% of solid e-cigarette consumers believed that they were significantly helpful to quit smoking, and 52.0% of consumers believed that e-cigarettes were healthier than cigarettes.

However, the research report also pointed out that consumers have a relatively unified understanding of e-cigarettes in replacing cigarettes or reducing cigarette dependence. Nearly half of consumers believe that the harm of cigarettes may be the same or higher than that of cigarettes. This is related to the irregular development of the domestic e-cigarette industry. The qualifications of enterprises in all aspects of production and operation are uneven, which cannot guarantee the experience and health of smokers. With the release of national standards and the gradual strengthening of supervision, the standards and cognition of e-cigarette products will be unified.

Finally, from the perspective of policy guidance, the standardization of my country's e-cigarette industry needs to be improved, and the general trend of legalization and standardization is the general trend. iiMedia Research pointed out that the vast market development space for e-cigarettes at home and abroad has attracted many companies to enter the market. The domestic e-cigarette companies are mainly small and medium-sized workshops, and there are supervision blind spots in all aspects of production and operation, which cannot guarantee the experience of smokers. and health effects could not be assessed. Since 2018, cases of domestic smuggling and illegal sales of heated cigarettes have occurred frequently. Illegal business practices have worsened the atmosphere of the industry and caused the loss of national tax revenue. iiMedia Research analysts believe that in order to ensure the long-term and sustainable development of the domestic e-cigarette industry, the release and implementation of national standards for e-cigarettes is the general trend.

At present, major countries and regions in the world, Europe, the United States, Japan and South Korea have issued clear policy guidelines and regulatory measures for electronic cigarettes, and the steady development of China's electronic cigarette industry is accelerating into the track of legalization and standardization.

It is understood that since 2021, my country has successively issued and improved relevant national standards and management methods for electronic cigarettes, clarified that electronic cigarettes are under the management of the Tobacco Monopoly Bureau, characterized electronic cigarettes as new tobacco products, and clarified the classification of atomized electronic cigarettes and solid electronic cigarettes. , making the production and operation of the electronic cigarette industry more standardized. iiMedia Research analysts believe that the new regulations mean that e-cigarettes, as a new type of tobacco product, have officially obtained legal status at the national legal level. It will greatly improve the chaos and disorder of hundreds of brands in the domestic e-cigarette market, and promote the steady and orderly development of leading companies with R&D strength and technological innovation.

At present, the supervision of my country's electronic cigarette industry is changing from the state of "no product standards, no quality supervision, and no safety assessment" in the barbaric growth stage to a standardized market development direction with laws to follow and rules to follow. How to learn from successful global Management experience, through standardized management, and giving full play to the important role of the new economy and new formats in the national economy have become the consensus of all parties in the market.

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