Issue link: https://read.dmtmag.com/i/797484
36 tobaccoasia / Issue 1, 2017 March / April By TobaccoChina Online In Europe, the use of electronic cigarettes among smokers rose from 7.2% to 11.6% in a period of just two years from 2012 to 2014. In Britain alone, more than 2.5 million people used e-cigarettes in that period, with sales roughly reaching a high of US$2 billion. Results of a recent survey indicate that in the United States – the largest e-cigarette market in the world –sales reached US$1 billion and the sales of e-cigarette parts amounted to $1.5 billion in 2014. In 2015, these two figures respec- tively grew to $1.4 billion and $1.9 billion. The global e-cigarette scale reached $6 billion in 2015. The latest data released by cspnet.com indi- cate that annual sales in the US alone will grow by $20.17 billion by 2025, with the annual compound growth rate from 2015 to 2025 reaching 22.5%, and the expectation they will overtake the traditional cigarette market sales in the next 10 years. Emergence of e-cigarettes in China There are more than 300 million cigarette smokers in China, accounting for one-third of the world's total. Meanwhile, China is where e-cigarettes were invented, and it is the world's largest e-cig pro- ducer and exporter. China is in control of almost all core technology in this segment, and produces 95% of the world supply. Therefore, in this era of prosperous upward, China has the greatest devel- opment potential this segment. However, despite its lead in manufacturing e- cigarettes, China has not formed influential brands nor developed a mainstream consumer group. Presently, the market consists of two parts – first- ly, young people in pursuit of fashion; and secondly, middle-aged people who wish to give up traditional smoking. For the younger segment, the bulk of e- cigarettes consumption is not very brand loyal. The emergence of electronic cigarettes as a substitute for traditional cigarettes in China may have a great impact on the country's traditional markets, even as the safety of vaping remains controversial in China and the rest of the world. E-Cigarettes No Threat to China's Traditional Markets…Yet Jelly-flavored e-liquids