LONDON--(BUSINESS WIRE)--Technavio has announced the top six leading vendors in their recent global e-cigarette market 2016-2020 report. This research report also lists nine other prominent vendors that are expected to impact the market during the forecast period.
Competitive vendor landscape
The global e-cigarette market is highly fragmented with over 500 e-cigarette vendors operating and selling e-cigarettes under different brand names across the world of which approximately half are based in the US. Earlier, only small companies were in the business of selling and supplying e-cigarettes, but the scenario has changed completely since 2012 when Lorillard (now acquired by Reynolds American) purchased blu eCigs, a leading US-based e-cigarette vendor for USD 135 million. This was the first time a large tobacco company entered the e-cigarette market. After witnessing Lorillard's success with blu, other large players found the global e-cigarette market lucrative, and a series of M&A began in the market.
The approach to end-users is one of the major causes of concern for smaller companies. Currently, the market receives a significant portion of its revenue from online e-cigarette sales. Most of the smaller vendors lack a retail presence, which limits them to online selling. In contrast, the large players have the advantage of an established retail network and strong brand recognition. The entry of these large companies into the market has eroded the market share of smaller companies. For instance, in 2012, NJOY had a market share of 48% in the US. However, with the acquisition of blu eCigs, Lorillard not only displaced NJOY from the top spot but also captured about 40% of the e-cigarette market in the US in 2013. “Therefore, to compete with these big players, smaller players must differentiate their products, providing a unique value proposition and product experience to end-users,” says Abhay Sinha, a lead analyst at Technavio for health and wellness research.
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Reynolds American was founded in January 2004 and is headquartered in Winston-Salem, North Carolina, US. R.J. Reynolds Vapor Company is a marketer of e-cigarettes, manufactured on its behalf by R.J. Reynolds Tobacco Company. The e-cigarette is marketed under the Vuse brand name. Vuse is available at more than 100,000 retail outlets worldwide and has become very popular among end-users. Currently, it is the largest selling brand of vapor products worldwide.
Imperial Brands, formerly Imperial Tobacco, was established in 1901 and is headquartered in Bristol, UK. It is the parent company of an international business that specializes in tobacco and non-tobacco brands. The company operates five brands with distinct entities. The company has a variety of brands that focus on a variety of consumers in 160 countries. These brands provide consumers with both cigarette and fine cut tobacco experiences.
Japan Tobacco is headquartered in Tokyo, Japan. The company runs its e-cigarettes business through Japan Tobacco International, which is headquartered in Geneva, Switzerland. Japan Tobacco entered the global e-cigarette market by completing the acquisition of Zandera - a UK-based leading vendor of e-cigarettes, best known for its E-Lites brand. In April 2015, it acquired Logic one of the top brands in the US e-cigarette market, with an aim to explore the rapidly growing market for vapors, tanks, and mods (VTMs) in the US.
Altria Group was incorporated in 1985 and is headquartered in Richmond, Virginia, US. The company is a global market leader with a strong brand image in the international tobacco market. In 2013, Altria launched its first e-cigarette under the brand name of MarkTen through its subsidiary Nu Mark in Indiana, US, on a trial basis. In 2014, it launched MarkTen on a global scale through its worldwide established tobacco distribution channels.
NJOY was founded in 2006 and is headquartered in Scottsdale, Arizona, US. It is an e-cigarette and vaping company. NJOY manufactures and distributes rechargeable and non-rechargeable e-cigarette products. NJOY operates through three product segments: NJOY Kings, NJOY Recharge, and NJOY Vape. These products are available in various flavors such as bold tobacco, gold tobacco, pomegranate, vanilla bean, and menthol. NJOY has a strong distribution network in the US, and its products are sold in over 90,000 leading retail locations and 25 convenience store chains in the country.
British American Tobacco
British American Tobacco was established in 1902 and is headquartered in London, UK. The company is a global market leader with a strong brand image in the international tobacco market, with more than 200 brands. British American Tobacco entered the e-cigarette market by acquiring CN Creative, a leading UK-based startup company with the aim to provide adult smokers with safer alternatives to cigarettes.
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Technavio analysts employ primary as well as secondary research techniques to ascertain the size and vendor landscape in a range of markets. Analysts obtain information using a combination of bottom-up and top-down approaches, besides using in-house market modeling tools and proprietary databases. They corroborate this data with the data obtained from various market participants and stakeholders across the value chain, including vendors, service providers, distributors, re-sellers, and end-users.
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