#Research
CONSUMERS USE E-VAPORS, 2018
• 2% of consumers.
• People between 18-30 years of age.
• Live in Moscow, the Central and Northwestern
Federal Districts.
• Income is above average.
• Actively use the Internet.
ELECTRONIC CIGARETTE SMOKERS HABITS
SMOKING FREQUENCY,%
15
Once
a year or
less
Electronic vaporizers
Electronic vaporizers (e-vapors or EVP) sales figures on the Russian
market stabilized, but the share of EVP is still modest compared to
traditional tobacco products, and it has not changed significantly
since 2012.
As for classification of devices, closed systems are becoming
increasingly popular, as they are easy to use and powerful, but open
system devices are still the most common ones.
Fruit flavors are leaders among consumers’ favorites, mainly,
strawberry, apple, and cherry. The classic tobacco and refreshing
mint flavors are perennially popular ones.
FAVORITE FRUIT FLAVORS
AMONG USERS’ E-VAPORS –
STRAWBERRY, APPLE,
AND CHERRY
11
Once
10 a month
CATEGORY ENTRY
Every day
13 10
2-3 times
19
Strawberry
36%
22
Several
times a year
FLAVOUR
Several times
a week
21%
9% 6%
Last
3 months Last 3-6
months
Apple
21%
Half-year
to year
1-2 years
2-5 years
8%
5-10 years
Mint
Classic
Cherry
Melon
TYPE
Once
a month a week
One should note that 41% of vapers vape every day or almost
every day.
In general, e-vapors are of interest to consumers who are quite
familiar with various types of tobacco products. They include those
who smoke traditional cigarettes (75%), hookah (32%), cigars and
cigarillos (24%), and even those who prefer a pipe (5%). In most
cases, these are people, who smoke queen size format, both light
and medium cigarettes.
Disposable
13%
82%
Chargeable with liquid
Chargeable with cartridge
Chocolate
5%
Coffee
Watermelon
13%
13%
11%
10%
10%
9%
9%
8%
6%
41% OF VAPERS VAPE EVERY DAY OR ALMOST EVERY DAY
Tobacco heating systems
18% of current and former smokers know about heated tobacco
products (HTP). Thus, awareness of the category increased by 6%
year on year. During six months, the share of those who tried HTP for
the first time amounted to almost 4%, while a mere 0.8% of people
used them again. At the same time, opinions about the product
differ significantly: 44% of users appreciated the new technology,
while 38% of them disliked it. Over a half of those who tried IQOS
said that they would not buy this product again.
The Империалист | | 17