Vaping in France, what are the trends?

2018 saw the practice of vaping increase considerably in France, with now 2 million fans. And this figure is expected to increase further in the years to come. This was demonstrated by a recent study by the Xerfi firm, called "The e-cigarette market by 2021" and intended, among other things, to analyze the reasons for this success.

A safe substitute?

Present in France since the 2010s, the electronic cigarette has been generally presented and perceived as an alternative that is less harmful to health than the traditional cigarette, which partly explains this significant adoption. Between 2011 and 2014, the e-cigarette thus acquired the status of preferred nicotine substitute without, however, having the marketing authorization issued by the ANSM[1]. However, at the same time it has attracted many non-smokers. This observation, added to regulations deemed insufficient, has aroused distrust of the e-cigarette without stopping its progression. However, it should be remembered that if the electronic cigarette can indeed prove to be an ally in the smoking cessation process, it can paradoxically become, particularly among adolescents, a gateway to smoking.

A marked increase in vaping

In 2019, the e-cigarette market generated a turnover of more than 820 million euros in France, which places this country in third place behind the United States and the United Kingdom. In addition, the market grew by 21 % between 2017 and 2018. Several reasons can explain this use of the electronic cigarette, such as the innovative nature of the product, its increasing visibility or the increase in the price of tobacco.

Consumption and production in France

France is both a major consumer and producer of e-liquids. Indeed, while most of the products sold in France come from China, a third of e-liquids are French. National brands – one of which was recently voted the best e-liquid manufacturer – were behind the growth in sales between 2017 and 2018, increasing sales by 21,%. According to the Xerfi study, the e-cigarette market in France is expected to reach 1.2 billion euros in 2021. Finally, it should be noted that 55,% of sales are made in specialist stores or tobacconists, still ahead of online sales, even though virtual stores continue to multiply.

Fashions and innovations

The electronic cigarette, due to its technological aspect, lends itself to new products and variations, such as the fruity flavors so popular today, the ergonomic small format models, etc. So many strategies intended to surprise and seduce consumers, and which can prove formidable with young people.

Necessary regulation

In view of this explosion in the practice, the electronic cigarette must therefore be monitored and supervised in order to preserve the health of its users and those around them as much as possible. It is also forbidden to vape in closed public spaces in many countries. A maximum nicotine level in mg/l has therefore been defined and certain additives have been banned. In France, it is the ANSES (National Agency for Food, Environmental and Occupational Health Safety) which is in charge of controlling these products, supported by the DGCCRF (General Directorate for Competition, Consumer Affairs and Fraud Control)