The Vaping Market

What is an E-Cigarette?

An e-cigarette is a battery-powered device that vaporises a solution of nicotine and other ingredients to create an aerosol which is then inhaled.

Comprised of a tank to hold an “e-liquid,” a coil which is heated by an electrical current, and a battery to provide the current, e-cigarettes come in many shapes and sizes.

While disposable e-cigarettes are available on the market, Supreme Imports specialises in refillable, rechargeable vape pen and mod kit e-cigarettes.


What is E-Liquid?

An e-liquid is a flavoured solution used to generate the aerosol (vapour) which accompanies e-cigarette usage.

The active ingredient of an e-liquid is nicotine, which is added in set percentages for safety reasons. Eliquids also contain propylene glycol (PG), vegetable glycerine (VG) and flavourings. The ratio of PG:VG determines the mouthfeel and “throat hit” of the e-liquid, while the flavourings determine the taste.

A number of vapers choose nicotine-free e-liquids, which are also widely available on the market.

  • 50/50 Eliquids

Featuring a 50/50 mix of PG and VG along with nicotine and flavourings, 50/50 e-liquids are the industry standard. Providing a robust mouthfeel with a noticeable “throat hit,” 50/50 e-liquids are available in a range of flavours and various strengths.

  • High VG “Mod” Eliquids

High VG e-liquids are designed for use with Mod Kits. Their 70/30 balance of VG to PG requires a more powerful coil and battery but produces larger amounts of thicker vapour. Because more vapour is inhaled, High VG Eliquids are only available in lower nicotine strengths.

  • Nicotine Free Eliquids

Both 50/50 and High VG e-liquids are also available without nicotine. These liquids are available for sale in a number of markets where nicotine e-liquids are prohibited – such as Sweden. They provide the same quality taste and experience without the presence of any nicotine.


Market Information 

The European vaping market is growing quickly, with approximately 7.5 million current users in the EU. E-cigarette usage is highest among tobacco smokers and ex-smokers, with these two groups accounting for nearly 100% of the market. The global e-cigarette market is worth over $7 billion in annual sales, and this figure is set to rise as user numbers increase.

As vaping is an emerging market, local laws covering the importing, supply and sale of nicotine-based e-liquids vary from country to country.

If you are planning to sell any vaping products or e-liquid, we highly advise checking which local laws and regulations apply.


UK Market

In the United Kingdom, ecigarettes are unable to be marketed or sold as a smoking cessation product. Manufacturers are not able to present any health guarantees or direct comparisons to tobacco products.

Despite the prevention of marketing materials presenting ecigarettes in this way, it is estimated that 40% of UK ecigarette users are ex-smokers.

All of the products sold by Supreme are in line with TPD guidelines issued concerning the sale of nicotine and tobacco-derived products.


Supreme operates two of the UK’s largest vaping brands. We are also are able to provide private label vaping products to retailers throughout Europe. We’ve been involved in this growing market since the beginning, and now supply products to tens of thousands of outlets.

For more information on wholesale or trade accounts with us, please contact us or look at our online trade website.

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