The South African e-cigarette market is growing due to the rising health consciousness in the country and increasing sale of such products via online platforms. As a result of these factors, from $20.7 million in 2018, the size of the market is expected to witness an 18.6% CAGR during the forecast period (2019–2024), to reach $62.0 million by 2024. Such devices do not contain tobacco, but a vial filled with a liquid containing nicotine and other flavors.
Vape mod, vaporizer, cig-a-like, and T-vapor are the various categories under the product type segment. Among these, during the historical period (2014–2018), the South African e-cigarette market was dominated by the vaporizer category, as these devices are cheap, produce dense mist, and are compatible with numerous flavors. During the forecast period, the highest CAGR in the market will be experienced in the T-vapor category. This is attributed to the ability of these variants to produce smoke similar to a conventional cigarette, which is why habitual smokers are switching to them.
On the basis of distribution channel, the South African e-cigarette market divisions are vape shop, tobacconist, hypermarket/supermarket, online, and others. Among these, the tobacconist division held the largest share in 2018, as these channels offer an array of premium products, including e-cigars, e-cigarettes, and e-liquids, along with the conventional variants. Till 2024, the online category will witness the most-rapid advance owing to the convenience they offer, such as the ability to check out and compare multiple products, discounts and offers, electronic payments, and free doorstep delivery.
The major trend in the South African e-cigarette market is flavored liquids. Presently, tobacco companies are offering a range of flavors in e-liquids, such as mint, chocolate, menthol, bubble gum, cola, and fusions of multiple flavors, to attract customers, primarily the youth and young adults. This is consistent with the finding that almost 20% of the South African smokers take up the habit after 15 years of age. Apart from attracting new smokers, such flavors are also encouraging the users of tobacco-based cigarettes to shift to the electronic variants.
Among the strongest drivers for the South African e-cigarette market is the growing awareness of people regarding their health. Such products are marketed as less-harmful alternatives to traditional variants, as the absence of tobacco prevents over 4,000 harmful chemicals from entering the lungs. Every year, around 42,500 people in the country die of tobacco use, which is why the government has raised the tax on conventional cigarettes. This, coupled with the increasing health awareness and easy availability of e-cigarettes on e-commerce platforms, will continue to drive the market.
Advancements in the technology of these devices are expected to offer market players lucrative opportunities over the forecast period. With the rising disposable income and increasing living standards, the demands and expectations of customers are changing, which is why e-cigarette manufacturers are offering new features and technologies in these devices. Some of the new features include the ability to charge the battery from external power sources, a longer battery life, and liquid-crystal display (LCD) screens that inform users of the temperature of the liquid, allowing them to change it as per requirement.
As there are still unclear regulations on the usage of these devices, the South African e-cigarette market is quite fragmented and dominated by Chinese companies. Key industry players include Altria Group Inc., British American Tobacco plc, Japan Tobacco Inc., Philip Morris International Inc., Imperial Brands plc, Shenzhen iSmoka Electronics Co. Ltd., JUUL Labs Inc., Vapor Hub International Inc., Innokin Technology Co. Ltd., Shenzhen IVPS Technology Corporation Ltd., Shenzhen Kanger Technology Co. Ltd., Pax Labs Inc., Shenzhen Smoore Technology Limited, and Korea Tobacco Ginseng Corporation (KTG).
Hence, the increasing health awareness will continue to drive the market in the country in the years to come.
