INTERVIEW WITH IGOR DZAJA GENERAL MANAGER JTI
Q: What is JTI Ireland’s ambition in entering the e-cigarette market? A: The e-cigarette category is still relatively new and is constantly evolving, with great opportunities for manufacturers and retailers to benefit. JTI is supporting this continued evolution and development and like any business our goal is to be the market leader in this area. E-Lites’ popularity among existing adult smokers and vapers is growing all of the time, so we feel we are definitely moving in the right direction.
Q: Why should retailers stock E-Lites Curv? A: E-Lites Curv is the fastest growing E-Cigarette brand in Ireland*, so the signs are very positive. In a crowded market with a broad range of devices on offer, E-Lites’ focus on quality is clearly meeting the demand for reassurance on product standards and e-liquid quality. For retailers, the obvious benefit of this success is that it is driving footfall in stores.
Q: What is the key to the growth of E-Lites Curv? A: In a nutshell, we have listened to what existing adult smokers and vapers demand and given them what they want. E-Lites Curv provides them with a superior and convenient vaping experience, with extra reassurance on e-liquid quality. We only use Swiss-made, pharmaceutical grade nicotine in our products, and I think that consumers appreciate this extra attention to detail.
Q: How will JTI be supporting the brand moving forward? A: We believe in a long-term approach for E-Lites Curv. So not only have we been maximising in-store visibility since the launch of the brand, we have invested in an extensive print, broadcast and online advertising campaign. Added to this, retailers can take confidence in the fact that JTI’s Salesforce is on hand to provide expert support and advice to help them maximise sales.
Q: What future trends do you predict for the e-cigarette category? A: Irish e-cigarette sales are expected to reach over €40million** in 2015 and rechargeable devices like Curv currently lead the way, with tank devices growing in popularity. Clearly, consumer demands are evolving constantly, so we look forwar to working with our retail partners to continue to develop our portfolio and innovateto meet the needs of Ireland’s existing adult smokers and vapers.
Q: What role will future regulation play in the category’s development? A: Regulation will certainly play a part in the development of the category and it is essential that it is evidence based and balanced. Numerous studies from both Ireland and abroad show that e-cigarettes are used overwhelmingly by adult ex-smokers, so excessive regulations that prevent adults choosing these products should be avoided. At the same time, any regulation should focus on keeping them out of the hands of minors and ensuring high product quality standards for adult consumers. *Nielsen Extended Scantrack, MAT 23rd Nov 2015 vs Mat Nov 2014. **JTI Internal Estimates