T he electronic cigarette is no longer new, but its real triumph is still to come.This is how Michael Kaib, head of the second largest German tobacco company Reemtsma in Hamburg, sees it."In a few years, next-generation products that are less harmful to health will account for maybe a third of the market," says Kaib.That would be about ten times the current market share.At the same time, the market for conventional tobacco cigarettes is crumbling, losing a percent or two every year.But he is far from dead. "Conventional cigarettes will remain the core business for many years to come and will enable the necessary investments in next-generation products," says Reemtsma's competitor BAT.The entire industry sees it that way.So far, only three percent of the Rauch products sold in Germany are e-cigarettes in different variants, but the growth rates are impressive: last year alone, sales increased by more than a third to around 600 million euros."We live in a transformation phase," says Kaib.“Consumer behavior is being redefined and becoming more health-conscious.In the future, smokers will have the choice between products with and without tobacco and even with and without nicotine.”But it is also a dangerous time for traditional groups such as Reemtsma parent company Imperial Brands or the tobacco giants Philip Morris and British American Tobacco (BAT).If technological upheavals change the world of goods and consumer behavior changes, completely new players can come forward in the market and displace the established top dogs with innovative products.Of course, they don't want to allow that and want to occupy the newly emerging markets themselves."When demand changes, we have to offer the right products," says Kaib."It is the task of the branded goods company to set and meet high standards."Around 19 million people in Germany smoke - they are the target group for the new Reemtsma product "myBlu".So far, the small black device with initially six aroma flavors can only be bought in Berlin, Munich and Hamburg.The big rollout for all of Germany is coming in autumn."Our goal is to become the leading e-cigarette brand in Germany," says Kaib.The product is supplied by the parent company from Great Britain.In the USA, where e-cigarettes are already more widespread than in Europe, the brand ranks among the top 3.Sufficient investment funds for the great battle are available.The cigarette market is and still was very lucrative, despite high taxes, advertising bans, smuggling and deterrent images on packs.Last year Reemtsma achieved an operating result of around 440 million euros with net sales of 1.8 billion euros and expanded its market share.With products such as "John Player Special", "Gauloises" or "West" and a few more, Reemtsma ranks second in the German market behind Philip Morris with its front brand "Marlboro".“As Reemtsma, we are successful and have increased our market share to over 22 percent,” says the boss."We want to continue that this year."With its “Iqos” tobacco heating system, the German market leader Philip Morris relies on a slightly different technical solution in which tobacco is heated but not burned.The products "myBlu" from Reemtsma and "Vype" from BAT, on the other hand, are classic e-cigarettes that vaporize liquids (liquids) of all flavors.In addition, numerous smaller suppliers and newcomers are bustling about in the market, who are also fighting for their share of the cake."Iqos" has been on the market for a year, "Vype" even longer.Reemtsma is a kind of latecomer on the German market."Now is exactly the right time to jump on the bandwagon," Kaib is convinced."The market is now the right size to invest in."The industry would like public support for the e-cigarette, including from politics.Their argument: the e-cigarette is less dangerous to health and deserves support because it does not contain tobacco.The more smokers switch from tobacco to e-cigarettes, the better, also for the health system.In fact, a majority of the available studies see health advantages for the e-cigarette compared to a conventional one.However, this opinion is not unanimous, there are also skeptics.Above all, they refer to the lack of long-term experience with e-cigarettes.The WELT as an ePaper: The complete edition is already available to you the evening before - so you are always up to date.Further information: http://epaper.welt.deThe short link of this article is: https://www.welt.de/177417418