Italy remains one of Europe’s most structured and mature vape markets — and 2025 brings new regulatory updates that are shaping the industry’s direction. The country adheres to the TPD (Tobacco Products Directive), ensuring a high standard of regulation for all nicotine and non-nicotine vape products.
Market Snapshot
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Projected Market Size: $195.3 million in 2025
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Adult Vapers: Approximately 721,900 (1.37% prevalence)
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Sales Channel Focus: Strong emphasis on physical vape shops over online retail
Updated Taxation & Compliance (2025–2026)
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Nicotine Liquids: As of January 2025, excise tax discount dropped from 15% to 16%, increasing prices by €0.11 per 10ml. In 2026, the rate will rise to 17%, adding another €0.12 per bottle.
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Nicotine-Free Liquids & Flavorings: Taxed at approximately €0.90 per 10ml in 2025 and €1 in 2026.
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Notification Fees: Ranging from €108 to €327 per SKU
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Labeling Requirements: Must be in Italian, list all ingredients over 0.1%, and comply with CLP regulations
These updates will directly impact product pricing, logistics, and compliance for brands operating in Italy.
How We Can Help
Whether you’re an established Italian brand or a new business entering the market, we can support you with:
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OEM and white label solutions tailored to meet Italian regulatory standards
We stay updated on local laws, taxes, and flavor trends — so you don’t have to.
