The e-cigarette industry has exploded in recent years, with more and more smokers seeking an alternative to cigarettes. New ranges and innovations are constantly getting to market, so in this month’s focus we take a look at some of Ireland’s top brands in the rapidly-growing area
15 December 2015
Leading force in e-liquid
There is currently significant investment in the Vivid E-Liquid Capsule Vaping product, including a £4 million spend to drive trade and consumer awareness. Marketing support will include point of sale units, in-store promotions and starter kit discount vouchers, and Vivid will also be the subject of TTL campaign activity, sampling at festivals and events as well as PR support. Sales reps will be on hand to offer tailored support to ensure that retailers are making the most of their Vivid merchandise.
The EU Tobacco Products Directive comes into force in May 2016, and will outline a number of regulations which e-cigarette brands must comply with, such as product and quality standards, packaging requirements and reporting obligations. Vivid is well-placed to comply with the additional requirements, enabling the company to continue to research, develop and deliver innovative new products, thereby creating a sustainable product in the long-term.
The recent announcement from Public Health England that e-cigarettes are “around 95% less harmful than smoking” is big news, especially in an industry where there remains much scepticism from consumers and experts alike.
More and more consumers are expected to move toward using e-liquid products as they discover the enhanced performance and increased variety they offer. Cig-a-likes will continue to offer a solution for current smokers who want to try e-cigarettes, but e-liquid will soon dominate the market.
Managing director Nikhil Nathwani says that Vivid’s challenge is to “remain on the counter”, an objective which the company’s £4m TTL marketing campaign will fuel.
“We have a strong field sales team,” Nathwani says, “which we will continue to support and at Nicocigs we continuously focus on NPD to drive innovation and lead the way in vaping technology.
“The main trend is that consumers are moving away from the cig-a-like variety,” he added, “and on to e-liquid starter kits like our new E-Liquid Capsule Vaping system.”
With regards to merchandising, it is essential to stock e-liquids, as well as other elements of the system, especially batteries and atomisers, which can require replacement from time to time. E-liquids are the most buoyant element of the market and with so much choice available, consumers also tend to try a range of different flavours rather than sticking to one variety. With this in mind, Vivid has produced a range of high quality e-liquids including Berry Blast, Fruit Fusion, Apricot Peach, Pineapple Rocks, Cinnamon Apple, Red Wings, Menthol Breeze, Citrus Fruit, Classic Tobacco and Golden Tobacco.
The e-cigarette industry is constantly innovating and Vivid plans to lead the way in vaping technology. With increasing use of E-Liquids and a wide range of flavours to choose from, there is plenty of scope for retailers to capitalise on the burgeoning e-liquid sector. Also with the TPD coming in to force in May 2016, Vivid says it is prepared for the new regulatory environment and will adapt accordingly, ensuring that retailers will not be impacted.
Grow your sales with a category approach!
Gamucci is Ireland’s largest independent e-cigarette distributor within the convenience channel. Based in Cork, the company is headed up by Michael Kenneally who is also media spokesman for the recently formed Vape Business Ireland (VBI).
The sales team is led by Dan O’Connell (previously of John Player), and made up of five sales reps who pride themselves on superior customer service. O’Connell’s team visits all customers on a five-week cycle, keeping them fully informed of changes in the market and regular updates on pending legislation in the sector.
As manufacturers of its own products, Gamucci brings premium quality e-cigs to the market at best value prices.
The brand caters for all e-cig smokers through its award winning range, which includes Gamucci Disposables, the Gamucci Starter Kit & Cartomizers and the Vitesse Starter Kit and Liquid range.
Gamucci is available in the following group’s stores nationwide: Musgrave’s, BWG, Topaz, Eason, and Gala.
According to Gamucci, the company has found that stores with higher e-cig sales are the outlets that have devoted a specific section for displaying the category. Therefore, the company recommends retailers give a 1-1.5m section to the e-cig category, and stock ranges from three to four companies. The company says that any retailers that have taken this approach have enjoyed more than 50% growth in e-cig sales year-on-year.
For more information, contact Gamucci Ireland, Kinsale Road, Cork. Ph. 021-4322556 or contact Dan O’Connell on 086-2584092.
Stay ahead of the Curv!
This past September, JTI launched E-Lites Curv, which has become Ireland’s fastest-growing e-cigarette*.
The company says the reason for this rapid success is the dedication to absolute satisfaction, giving existing adult smokers and vapers a consistently enjoyable vaping experience. Curv, a distinctive oval-shaped e-cigarette designed for vaping comfort, is crafted in lightweight material to help the e-cigarette sit more naturally in a user’s hand and mouth.
E-Lites Curv e-cigarettes are available in Regular, Light & Menthol and filled with the company’s unique Swiss made e-liquid, created using only the highest quality ingredients. For hassle-free performance, each Curv also uses the one-click E-Tip connection; in short, vaping with Curv couldn’t be simpler. The one-click E-Tips easily snap into place allowing users to enjoy the great taste of E-Lites instantly.
Meanwhile, powering up is simple with E-Lites’ Charge+Go USB charger, which takes a full day’s charge in just 2 ½ hours.
JTI is committed to establishing E-Lites Curv as a category leader in terms of quality and performance. The company has invested in a significant launch supported by an extensive advertising campaign aimed at existing adult smokers and vapers. Orders can be made through your local JTI Trade marketer, cash and carry or you can place an order by calling 01-404-0200.
*(Source: Nielsen Extended Scantrack, MAT 23rd Nov 2015 vs Mat Nov 2014)