World Vape Show: Insights from Top Brands in Dubai

From June 21 to 23, the World Vape Show was held at the Dubai World Trade Center. During the exhibition, 2FIRSTS went on-site and focused on key exhibitors, conducting in-depth interviews and reporting firsthand market information obtained at the exhibition in a timely manner.

At the exhibition site, 2FIRSTS interviewed e-cigarette brands from six countries including Spain, Germany, United Arab Emirates, Russia, France, and Croatia to gather information about their current status and future plans.

Spanish Brand INSTA PUFF: The Main Advantage is Marketing That Other Brands Cannot Match

In an exclusive interview with 2FIRSTS, the representative of Spanish e-cigarette brand INSTA PUFF stated that their main advantage is their marketing strategy, which other brands are unable to replicate. They revealed that their primary market is the United States, followed by the United Kingdom and Canada. Their future plans include expanding into the Middle Eastern market, which they believe will continue to experience rapid growth.

According to the spokesperson, INSTA PUFF currently focuses on producing disposable e-cigarette products. One of their most popular products is a new model that has a football design. The spokesperson stated that they have an advantage in marketing because they have collaborated with well-known figures, and this unique model cannot be replicated by other brands.

German Brand almassiva: Partnering with Joyetech to Ready for Middle East Market

In an exclusive interview with 2FIRSTS, the management of the German e-cigarette brand, almassiva, revealed that the company's founder is a rapper from Germany and their manufacturer is Chinese company, Joyetech. Almassiva's products are currently available in several markets including Germany, the United States, South Africa, and Iran. The brand is reportedly preparing to enter the Middle Eastern market.

When asked about their reasons for participating in the Dubai e-cigarette exhibition, the spokesperson stated that it was to expand into the Middle Eastern market. Currently, they are establishing a studio in Dubai with the intention of selling their products directly rather than through distributors.

UAE Brand POD SALT: Plans to Enter the Arab Market With 22 Exclusive Stores in Dubai

According to officials from the United Arab Emirates e-cigarette brand POD SALT, since the UAE allowed the sale of e-cigarettes in 2019, they have entered the Dubai market, which has become their largest market. Their second largest market is Europe.

According to the spokesperson, POD SALT has established 22 proprietary stores in Dubai. In addition to partnering with dealerships, they employ 250 staff members for grassroots promotion. They stated that they find it difficult to compete with ELFBAR because they cannot invest as much manpower and capital.

The spokesperson believes that compliance and tax payments are crucial for the stable development of the brand in the Dubai market. POD SALT has plans to expand to the Saudi Arabian market and has already entered the markets of Iran and Iraq. The future plan is to move towards environmental sustainability by abandoning disposable products.

Russian Brand Brusko: Using Dubai to Expand Into Surrounding Markets, Differentiating Products Based on Local Needs 

According to a spokesperson from Russian e-cigarette brand Brusko, the company offers disposable, open and pod system products. Brusko recently entered the Dubai market, but does not see it as their primary market. Instead, they aim to use Dubai to sell their products in surrounding areas such as Iraq. Brusko has already reached agreements with local agents in the surrounding areas and plans to launch its products in the next three months, with differentiated designs tailored to the specific needs of each market.

The spokesperson stated that Brusko's products are completely different for the Russian and Middle Eastern markets, with differences in packaging and taste, due to variations in target audiences. Products specifically designed for the Middle Eastern market will not be sold in Russia.

French brand Maxi Puff: Expanding and Planning to Open up the Middle East Market Through the Dubai Exhibition

The representatives of French e-cigarette brand Maxi Puff stated that the brand offers disposable, open system and e-liquid products. The brand's main market is France but they are currently expanding their business internationally. Maxi Puff is exhibiting at a trade show in the Middle East for the first time, with the aim of finding suppliers and entering the Dubai market. They believe that the Middle East has a large population of smokers and is a market with huge potential that is growing rapidly.

According to his knowledge, the Middle Eastern market prefers products with larger quantities. E-liquid products are allowed to be sold in quantities up to 60 milliliters in the Middle East, while in France, e-liquids containing nicotine are restricted to only 10 milliliters, and only nicotine-free e-liquids can be sold in larger quantities.

Croatian brand IZY VAPE: Going on the Second Year in Middle East, Huge Potential

The representative of the Croatian e-cigarette brand IZY VAPE introduced that IZY VAPE has both disposable and e-liquid brands, and has been in the Middle Eastern market for two years. The products are sold in 55 countries worldwide, with the main market being in Europe. He believes that there is huge potential in the Middle Eastern market and it will continue to grow. Due to the wide coverage of their products, they have not developed a special development plan for the Middle Eastern market.

When discussing popular product types in the Middle Eastern market, the spokesperson shares the same view as other interviewees that the market tends to favor products with a larger quantity.