Offline Sales Dominate Russia’s E-Cigarette Market
In Russia, online and offline channels are almost equally important for electronic cigarette sales, according to the latest ECigIntelligence market report.
The report shows that currently about 60% of sales come from the offline market, but the online market is expected to grow in the near future.
Russia has five major electronic cigarette companies, along with some using a franchise model. Joyeshop and Vardex are among the most widely covered companies, covering 82 and 43 cities, respectively.
Vape shops in Moscow hold the largest market share (22%), followed by St. Petersburg (11%) and Samara (8%).
Price consistency
In major stores, there is consistency in pricing for open system kits, 10ml bottled e-liquids, and VW kits. The typical customer age ranges from 25 to 44 years, spending an average of 600 rubles (10 USD) per visit to a vape shop.
Joyeshop announced its daily revenue as of December 2016 was nearly 600 USD, followed by Babylon Vape at 350 USD. On average, 69% of sales revenue comes from e-liquid sales, while the remainder comes from electronic cigarette device sales.
The report also indicates that price consistency is reflected in the three product categories of these five companies in online channels, and their prices align with those of the top 20 online retailers.
Additionally, related market research analyzed the traffic of the five major brands in Russia, with an average of 89% of the traffic coming from Russia itself, and another 4% from Ukraine.
