1.Swiss Disposable E-Cigarette Policies and Regulations
In the Swiss market, policies and regulatory measures for e-cigarette products are relatively stringent. On June 12, 2024, according to the Swiss newspaper Corriere del Ticino, the Swiss National Council passed a motion by 122 votes to 63, with 4 abstentions, proposed by Christophe Clivaz (Green Party/Valais), calling for a ban on disposable e-cigarettes. The motion aims to amend the federal law on tobacco products and e-cigarettes to prohibit the sale of disposable e-cigarettes, while rechargeable e-cigarettes will remain unaffected.
Simultaneously, as of October 1, 2024, Switzerland's new Tobacco Products Act (TPL) and the revised Tobacco Products Ordinance (TPO) came into force. These regulations comprehensively standardize the supervision of e-cigarettes (including disposable e-cigarettes). The main contents include:
2.Size of the Swiss E-Cigarette Market
In recent years, Switzerland has strictly regulated disposable e-cigarettes through a comprehensive ban on their sale, the implementation of the new Tobacco Products Act, and the introduction of tax policies. According to Euromonitor data, the Swiss e-cigarette market showed a growth trend from 2019 to 2024. In 2023, sales of e-cigarette products in Switzerland reached 11.7 million sticks / 3.0 million units, with a sales value of USD 42.66 million.
3.Size of the Swiss Disposable E-Cigarette Market
According to data from the Swiss E-Cigarette Trade Association, sales of disposable e-cigarettes have grown rapidly over the past two years. In 2022 alone, sales of disposable e-cigarettes increased by approximately 2200%, accounting for about 30% of the e-cigarette market. In 2022-2023, disposable e-cigarettes, tobacco, and nicotine pouches flooding the Swiss market were primarily targeted at young (and underage) audiences.
Based on data from the Swiss E-Cigarette Trade Association, it is estimated that in 2023, Swiss disposable e-cigarette sales volume was approximately 1.05 million units, with a sales value of approximately USD 14.93 million; in 2024, Swiss disposable e-cigarette sales volume is estimated at approximately 1.28 million units, with a sales value of approximately USD 18.11 million.
4.Average Price of Swiss Disposable E-Cigarettes
According to data from Euromonitor and the Swiss E-Cigarette Trade Association, the average price of disposable e-cigarette products in Switzerland increased slightly from 2021 to 2024. In 2021, the average price of disposable e-cigarette products in Switzerland was USD 13.02 per unit, increasing to USD 14.22 per unit in 2023, and approximately USD 14.15 per unit in 2024.
5. Competitive Landscape of Swiss Disposable E-Cigarette Companies
In 2023, within the Swiss e-cigarette market, Shenzhen Imiracle Technology Co Ltd (Elf Bar) ranked first with a market share of 10.9%, followed by Shenzhen Joye Technology Co Ltd (Joyetech) with a market share of 7.3%. British American Tobacco Plc (Vuse) held a 5.2% share. Other companies/brands each held less than 5% market share. Overall, the Swiss e-cigarette market is relatively fragmented.
In recent years, numerous new e-cigarette products have entered the Swiss market and become increasingly popular, especially disposable e-cigarettes. Brands like Elfbar and SKE Crystal Bar are particularly popular among young people and have shown outstanding performance. With the implementation of new regulations and adjustments to tax policies, the competitive landscape of the Swiss disposable e-cigarette market may undergo further changes in the future.
6. Consumer Insights for Disposable E-Cigarettes in Switzerland
(1) Size of the Swiss Smoker Population
1️⃣ Cigarettes
On the consumer side, according to Euromonitor data, in 2023, there were approximately 968,600 male cigarette smokers in Switzerland, accounting for 27.1% of the adult population. Female cigarette smokers numbered over 733,300, accounting for 20.0% of the adult population. Overall, the proportion of smokers in the Swiss population is relatively large.
2️⃣ E-cigarettes
Regarding e-cigarette consumers, according to Euromonitor data, in 2023, there were approximately 93,000 male e-cigarette users in Switzerland, accounting for only 2.6% of the adult population. Female e-cigarette users numbered 47,700, accounting for 1.3% of the adult population. Overall, the number of e-cigarette consumers in Switzerland is not high, accounting for less than 10% of the total smoker population.
3️⃣ E-cigarette Penetration Rate
From 2018 to 2023, the proportion of e-cigarette consumers among total smokers in Switzerland was around 8% for males, with slow growth in recent years. In 2023, male e-cigarette consumers accounted for 8.7% of all male smokers. In the female market, female e-cigarette consumers accounted for 5%-6% of female smokers, growing to 6.1% in 2023. Overall, there is significant room for growth in the e-cigarette penetration rate in Switzerland.
(2) Disposable E-Cigarette Consumption Power in Switzerland
According to World Bank data, Switzerland's per capita Gross National Income (GNI) has fluctuated upward from 1995 to 2023. In 2022, the per capita GNI was CHF 87,248.9. In 2023, the per capita GNI was CHF 87,037.48, roughly flat compared to the previous year. This exceptionally high national income provides ample consumption power for disposable e-cigarettes in Switzerland.
