Cigarettes down, vaping up: the new habit in France

The tobacco landscape in France is changing fast. For several years, cigarette sales have fallen sharply while vaping has continued to gain ground. The shift shows that consumer habits are changing, but also that nicotine remains very present in the daily lives of millions of people in France.

The conventional cigarette is gradually losing its dominant position. Repeated price increases, prevention campaigns, restrictions in public places and changing attitudes have clearly altered smokers’ behaviour. With a pack now going beyond 13 euros in some cases, many are looking for cheaper or less restrictive alternatives.

That is precisely where the electronic cigarette comes in.

Tobacco continues to fall in France

Recent figures confirm an established trend: cigarette sales are declining year after year. The volume sold by French tobacconists is falling steadily, a sign that many consumers are cutting down or stopping tobacco altogether.

Several factors explain this fall:

• the regular increase in the price of a pack;
• stricter anti-smoking policies;
• the growing number of non-smoking spaces;
• greater awareness of health issues;
• the development of nicotine alternatives.

Tobacco obviously remains very present in French society, but it no longer has the image it had fifteen years ago. Smoking is becoming less “normal” in some circles, particularly among young adults.

This fall does not necessarily mean, however, that nicotine is disappearing altogether. Some consumers are now turning to vaping.

The electronic cigarette is used by more and more people

Vaping is no longer a marginal phenomenon. In the space of a few years it has become a market in its own right. Several million people in France now use an electronic cigarette regularly, a large proportion of them every day.

Users give several reasons for turning to vaping:

• a cost often lower than tobacco;
• the absence of combustion;
• the range of flavours;
• the ability to manage their nicotine dose;
• an image seen as more modern and customisable.

Many former smokers regard the electronic cigarette as a transition or a lasting alternative to conventional tobacco. Some give up cigarettes altogether, while others still combine both.

The growth of vaping is also visible in specialist shops, tobacconists and online sales. The sector continues to innovate with models that are ever simpler, more effective and more affordable.

A change of consumption rather than the disappearance of nicotine

What has to be understood is that the fall in tobacco does not necessarily mean a total fall in nicotine consumption. Habits are simply moving towards other formats.

The electronic cigarette occupies an important place in that transition. Many consumers are now looking:

• to reduce their tobacco consumption;
• to limit certain smells;
• to regain more freedom in their consumption;
• to keep control of their budget.

The nicotine market is therefore becoming more diverse. Electronic cigarettes, e-liquids, pods, accessories and new devices now occupy an important place in the world of smokers and former smokers.

Young people and vaping: a sensitive subject

While smoking is declining among teenagers, vaping remains closely monitored. Disposable products and sweet flavours have in particular helped make vaping popular with a younger audience in recent years.

In response, the authorities have tightened the rules with several recent measures, notably the ban on disposable electronic cigarettes. The aim is to limit the appeal of certain products while continuing to regulate the market.

The subject remains complex: vaping is often presented as an alternative to the conventional cigarette, but it still contains nicotine and remains potentially addictive.

A market that keeps changing

The tobacco and vaping world is entering a new phase. The conventional cigarette continues to lose ground, while vaping is settling durably into consumption habits.

For specialist shops and tobacconists, that represents a real change of market. Consumers now expect more choice, more advice and products suited to their needs.

One thing seems certain: habits in France are changing quickly, and vaping now occupies a central place in that transformation.