“
For us as a flavour manufacturer, the TPD
has not been so hard, but it has left deep
wounds in German vaping
have stayed optimistic, and are showing resilience and
resourcefulness in the face of such challenges, always looking
to their consumers and fellow vape enthusiasts.
“We’re hardly being defeatist about anything. There is a very
strong community for vaping in Germany, always talking
through the problems we face. Senior management figures in
vape companies have been working on solutions. And all the
companies carry out proper market research. The community
has a friendly, familiar atmosphere at every level, we face this together.”
So how exactly did German vaping get where it is today? The
boom in vapour products has been huge but quick, and the
stretch of time for analysis brief. Twisted Vaping more than
doubled in size. With rapid growth came some surprising
figures about who was vaping and why – figures marketers
could interpret about what to prioritise in their sales pitches.
“2015 was the beginning of Germany’s vaping boom, Twisted
Vaping itself experienced growth at a 200% rate, others saw
similar successes. The main cause was an influx of young
vapers turning to sub-ohm devices; the larger clouds and more
intense flavours appealed to them. Younger people are moving
away from smoking; the costs are too high and the quality is
too low. It’s just not seen as cool anymore. Twisted Vaping’s
main user demographic is aged 23 – 35, it was once 45 – 50.
E-cigarettes are getting cheaper, with the hardware retaining its
existing quality and always improving.”
Michael also offered his thoughts on the emerging Chinese
vaping market. China remains the world’s fastest growing
manufacturer, exporter, and consumer economy. They will be a
massive influence on vaping in the coming years.
“Though Chinese products have improved in quality and
compliance over the last three to four years, customs officers in
Germany still restrict 1-2% of them coming in.”
That’s still a lot of products, considering the consistency and
sheer numbers involved. Michael also thinks that Germany is
still somewhat lacking in its
“In Germany, we aren’t doing a good job of listing non-compliant
products, our record keeping is very bad; we need a better
record of what can and can’t be sold. It’s a problem on a small
scale, but an important one nonetheless. You can’t ignore that
problem.”
Michael expects a steadier rate of growth in the German vape
market, saying: “Over the coming years, the German vape
market’s growth will slow to 100%, which is still great news –
doubling in size, but vaping is becoming normalised and vapers
are already abundant, so we have to expect a slower growth
rate. This two to five-year period will likely see growth at a 40%
minimum.”
He sees no reason to stop pushing new ideas into this
marketplace, and has prepared Twisted Vaping accordingly.
“Twisted Vaping still have plenty of plans for the future, including
more concentrate flavour mixes, which are subject to long-term
testing. We’re perfectionists with our products, investing a lot of
time, money and care into flavour.”
He finished by reminding us of what makes this market so strong.
“The best thing about the German market – aside from its
communal support of course, is its transparency and versatility.
All the problems its faces are being worked on with the big
picture in mind. So, in summary, the TPD is stifling regulation,
but the market is still adaptable. The focus on flavours and flavour
shots keeps a great variety of tastes within reach. Everyone
wants variety and everyone can get it. It’s a very diverse industry,
but the one thing every vaper has in common with the other is
our desire to always enjoy the experience.”
Regulation aside, the European market continues to prove a vast,
fertile ground, especially for liquid specialists. The endurance of
adaptable companies like Twisted Vaping is a reassuring sign.
VAPOUROUND MAGAZINE ISSUE 12 53