A Boom Year! Italy’s Vaping Population Tripled (Photos)

The vaping population in Italy has tripled in the past year, bringing the number of e-cigarette users back to levels seen in 2013 (before the sharp decline in 2014). The Italian market is expected to reach €295 million in 2016, a 300% increase from the previous year. According to the latest ECigIntelligence market report, this growth trend is expected to continue, with more users adopting e-cigarettes in 2017.

One reason for this may be the decrease in prices of some e-cigarette products this year, with certain categories dropping by 24% to 44%. Meanwhile, the prices of traditional tobacco cigarettes have been rising.

The vaping industry is optimistic about future regulations and the implementation of the EU Tobacco Products Directive (TPD). Italy currently has 1,107 vape shops, and EcigIntelligence predicts that more vape shops will open in major urban areas.

Minimum restrictions after TPD takes effect

The TPD law came into effect in Italy in May 2016. Rome has implemented minimum restrictions on the industry under the TPD law, making the country one of the most lenient in Europe.

Although there are restrictions on packaging and cross-border remote sales—since May, it has been prohibited to purchase e-cigarette products from companies not established in Italy, advertising is still allowed, of course, with some regulations, such as requiring a warning that nicotine is addictive.

This means that the Italian e-cigarette industry has responded very positively to the new TPD law, with a surge in the number of e-cigarette users and vape shops, matching the increased visibility of the industry. Although the recent increase in taxes on traditional tobacco products has encouraged smokers to switch to vaping, taxation remains a major concern for the e-cigarette industry.