Is Zero-Nicotine Gaining Momentum in Italy?

Zero-nicotine is also gaining attention in Italy.

Recently, the new vaping force learned from overseas networks that an overseas e-cigarette company has announced the approval for its zero-nicotine products to be launched in Italy, successfully clearing local customs. Additionally, a new order worth $2 million will begin production in August and ship to the Middle East in September.

It is reported that this company announced in January this year that it had secured a $3 million (equivalent to 20 million RMB) zero-nicotine order and has completed sales to 11 countries worldwide in the first quarter of this year. This company is Endexx, and its zero-nicotine brand is HYLA.

(The $3 million zero-nicotine order has cleared customs in Italy)

Among the orders is a $3.8 million procurement order from Italy.

Moreover, many orders come from Eastern European countries, including the Czech Republic, Slovakia, and Russia, as well as many other countries such as South Africa, Georgia, Switzerland, the United Kingdom, the United Arab Emirates, and the United States, all of which have been granted access rights.

More importantly, the new $2 million procurement order will also be shipped to the Middle East in September.

(Also shipping in large quantities to the Middle East)

In August, it was also announced that a significant zero-nicotine order was obtained for the Middle East, with its zero-nicotine vaping brand HYLA securing a $2 million procurement order in the Middle East, expected to ship in September. In June of this year, it reached an agreement with the Middle Eastern distributor Sahara Trading Company in the UAE, allowing Endexx's Hyla "nicotine-free" vape to be distributed across eight countries in the Middle East.

Endexx, founded in 2014 as a core CBD company, later acquired the zero-nicotine plant-based vaping company HYLA in 2022. HYLA is a 0% nicotine, 100% plant-based vaping brand, with flavors and mouthfeel almost identical to traditional vaping products, headquartered in Los Angeles, USA.

In fact, at some exhibitions in Italy this year, it was also found that some companies have started producing zero-nicotine products.

Currently, zero-nicotine products in Italy are not heavily regulated by EU rules. Generally, new vaping products entering the EU must undergo a six-month approval period before entering the market. Therefore, many companies have opted for zero-nicotine products to enter the market first, capturing consumer mindshare and building brand loyalty.

Similarly, other European countries like Spain have also seen many zero-nicotine products at this year's exhibitions. For instance, ELUX's zero-nicotine products have performed well in Spain, and even ELFBAR has launched zero-nicotine disposables there. This is largely due to the lack of restrictions on zero-nicotine products, while some smokers are choosing zero-nicotine options to quit smoking or focus on their social attributes.

Additionally, as some countries gradually introduce e-liquid taxes and flavor restrictions, many companies are shifting towards zero-nicotine products. For example, in Italy, the tax rate for nicotine-containing e-liquids is €0.13 per milliliter, while the tax for zero-nicotine e-liquids is €0.08 per milliliter.

Zero-nicotine is making its way into the global market, raising many questions about what this trend signifies. Of course, how zero-nicotine will develop in Europe remains to be seen.