A fast growth rate of the e-liquid market in the UK and other regions of Europe is mainly due to the consolidated nature of the market. Due to certain regulatory policies in Europe considered to be under revision, new players have a comparatively easier entry and exit in the industry; and hence, are acting as driving forces for the European e-liquid market.
The European e-liquid market has been in the hold of EU’s Tobacco Product Directives (TPD) for the past 14 years. Increasing number of deaths and deteriorating public health in EU due to escalating tobacco intake added up to an impending need for a proper regulation of tobacco products and introducing TPD. Last year, European Union made way for a much needed revision of the TPD, which focused on adequate convergence of the European e-cigarette and consequently, the e-liquid market.