Are 100 mL Bottles Taking Over?
In a short answer, no. The rise of larger format e-Liquid bottles has been correlated with the increasing availability and popularity of larger atomizers, but sales of ultra-portable low-powered devices have begun to offset the large format trend. In line with the growth in sales of devices such as the Aspire Breeze and Suorin Air, we have seen 30 mL bottles, especially Salt Nic based brands, make a strong comeback. This provides further evidence that the type of devices being sold in the market correlates well with availability of appropriate e-Liquid bottle sizes.
Are Cheap 100 mL Brands Hurting 60 mL Brands?
Not really. The idea that 100 mL brands have driven down Price Per mL for all brands and formats is not supported by any data. There are multiple examples of strong 30 mL brands that are priced per mL more than three times higher than 100 ML brands and still achieving a higher volume of sales. The same could be said of some successful 60 mL brands outselling 100 mL brands even at a higher price point. We continue to believe that quality and brand perception play an out sized role in determining what the market will support in terms of e-Liquid prices. We also don't think the vape space is entirely unique in terms of brand recognition and premium pricing being afforded to brands based on perception of quality. For example, Coca Cola often sells for more per ounce than brands that are considered to be inferior by consumers. If it were purely a matter of price for size, upstart brands would have killed Coca Cola a long time ago. It did not happen and we don't expect it to happen in our industry either.
We have seen strong customer support for multiple size formats and expect this to continue and advise retailers to be agnostic towards size format if they see consumer demand for a brand. Brand is king in consumer retail and we don't believe the vape space is different than other consumer focused industries, in that respect. A key difference between most consumer goods industries and the e-Liquid portion of our industry continues to be the relatively low barrier to entry for new e-Liquid brands. This should start to become less of a factor as regulations and rules making it difficult to introduce new products start to take effect.
The views expressed on this blog are based on educated opinions derived from analysis of our own data. Please incorporate anything we have to say with caution into your own business plans. We're just trying to make sense of this stuff!