Share of E-cigarettes Compared to Big

Tobacco Market

As per a recent published Business Insider article by David Adelman, a

Morgan Stanley Analyst, alleges that in spite of their universal awareness and over 50% of smokers already giving it a try, so far the electronic

cigarettes have been able to capture only about 1% of the total cigarette

industry volume in the U.S. The primary reason behind Adelman’s findings is the inability of electronic cigarettes to satisfy the expectations of the

consumers. The global awareness and trial by smokers, that e-cigs has

achieved within a few years is truly remarkable, but the high rate of trial and rejection is identified by Adelman as the reason behind the failure of

the product to capture more, as it was earlier thought to be.

In his article, Adelman finds a higher rate of trial and rejection not surprising. Most e-cigarettes that have been given a try by regular and

committed smokers are either cheap or substandard. The product is

hardly capable of providing a satisfying smoking experience, that can result in a transition, and it is absolutely no wonder that they are rejected

after a single trial. Though Adelman finds out the reason of rejection, but

he doesn’t deal with any particular or specific shortcoming that can prevent a transition except for the issue of battery life.

Though there are many market analysts with a view that in the next

10yrs, e-cigarettes can very well surpass the conventional cigarette industry, but Adelman seems to be a little less enthusiastic about its

future. For him, electronic cigarettes no doubt have the potential, but it

will still need a lot more time to achieve the desired results. He found that electronic cigarettes are certainly bringing down the gigantic numbers of

conventional cigarette smokers, but the margin is just nominal or even

negligible. There is little doubt that consumers are interested in e-cig, but at the same time, the cheap and affordable products that are currently

available are far from being satisfactory. However, it is not only the

quality that Adelman has found is lacking. The current generation of e-cigarettes also don’t meet the expectations of their performance,

branding, and their familiarity perspective.

Though Adelman has not gone through the causes of rejection apart from

the battery life, but his article offers a good insight in the industry and

also its requirements. With improvements made in certain departments better days can surely be expected ahead for e-cigs, in years to come.

Smokers can truly expect some satisfactory alternatives to their smoking

addiction of traditional tobacco cigarette.