The study answers key questions about who electronic cigarette consumers are today, what experience they had before switching to these products, which devices and purchasing channels prevail, what determines consumer choice, what the actual level of e-liquid consumption is, and how people’s behaviour changes when product ranges are restricted or prices increase significantly.

The event will also include a discussion of the actual size and structure of the electronic cigarette market, the impact of legislative changes on the legal and illegal segments and on budget revenues, the current model for the circulation of e-liquids and their components, the economic gap between the legal and illegal markets, as well as the excise tax burden in Ukraine compared with practices in European countries. Particular attention will be paid to how the current regulatory model affects the ability of legal businesses to compete with the illegal segment.

A separate section will focus on possible solutions for reducing the shadow market and increasing budget revenues.

Organizer: Ukrainian Association of the Electronic Cigarette Market (VARES).

Analytical Partner: Pro-Consulting — a company with expertise in financial and market analysis, combining market intelligence, marketing research, and strategic consulting for businesses.

Topics for discussion:

1. What is the actual size and structure of the electronic cigarette market in Ukraine, and what is the current balance between the legal and illegal segments?
2. Who are electronic cigarette consumers in Ukraine?
3. How would consumer behaviour change if the prices of electronic cigarettes and e-liquids increased by 50%, and what consequences could this have for the legal market?
4. How did legislative changes introduced in 2021–2025 affect the market’s operating model and the dynamics of budget revenues in 2023–2026?
5. How does the current component-based model for the circulation of e-liquids work, and which elements of this market require separate state oversight?
6. How much does 10 ml of e-liquid cost on the legal and illegal markets, and how does the excise tax burden affect the competitiveness of legal businesses?
7. How does Ukraine’s excise tax rate on e-liquids compare with practices in European countries, and what does the affordability index show?
8. What solutions does VARES propose to expand the legal segment, eliminate opportunities for regulatory manipulation, and ensure predictable budget revenues?
9. What could three possible scenarios for the future development of Ukraine’s electronic cigarette market look like, depending on the regulatory model chosen by the state?
10. What approaches to electronic cigarette regulation are used in the European Union, and which of them are relevant for Ukraine?

Speakers:

Andrii Solomin, Head of the Ukrainian Association of the Electronic Cigarette Market (VARES).

Yuliia Shkurko, Head of the Analytical Department at Pro-Consulting.

Dustin Dahlmann, President of the Independent European Vape Alliance — a European association representing independent companies and national associations in the electronic cigarette market at the European Union level. IEVA participates in discussions on electronic cigarette regulation under EU legislation, including the Tobacco Products Directive, product requirements, labelling, market surveillance, and regulatory proportionality.

Gillian Eva Golden, CEO of the Independent British Vape Trade Association — a UK association working to promote responsible regulation of the vaping market, engaging with researchers, regulators, and policymakers, and supporting research and high manufacturing standards.

We would appreciate confirmation of your participation and the contact details of the representative who will attend the event, either offline or online, via the registration form or by email.

Registration form:
https://docs.google.com/forms/d/10GRuqvjV-Bw6buuAzIjYgdiBQr7qu9GY9IyySZZunI0/edit

Email:
[pr.manager@vares.org.ua](mailto:pr.manager@vares.org.ua)