In the UK, 2 million people are now vaping.
The things have only been on sale since 2004, and the market growth is truly phenomenal. And with the NHS set to start prescribing e-cigarettes, the boom looks set to continue.
But with market entrants springing up left, right and centre, who will earn the largest piece of the pie?
Ambitious brands like Vivid and Kik are jostling for position, no doubt puppeted by the big tobacco firms who’ve seen their market share chipped away at. Meanwhile, the apothecarian vials of coloured liquid still seem firmly the domain of ad-hoc off-high-street dens and fly-by-night brands.
It’ll be fascinating to see how things play out…
