Tobacconists are raising concerns about products sold outside the regulated market, with Seville traders estimating the local problem could be far greater than national research suggests.
A vape bought from a shop or website may look like an ordinary purchase, but Andalucian tobacconists are warning that some products being sold do not meet European rules. Their concern puts the spotlight on what buyers are getting—and where it comes from.
Study estimates Spain’s irregular vape market at almost 40 per cent
Research published in 2026 by Fraunhofer IIS, in cooperation with MRU GmbH, puts the irregular share of Spain’s e-cigarette market at 39 per cent. The equivalent figure for the European Union is approximately 48 per cent.
The study uses a model comparing estimated demand with official trade statistics to distinguish between legal, grey-market and black-market activity. Its findings are estimates of trade through irregular channels, not the results of inspections identifying individual products as illegal.
Olivia Escaja, president of the Seville provincial association of the Union de Estanqueros, told Malaga Hoy that local tobacconists believe the problem is considerably greater than the national estimate.
“The studies carried out on electronic cigarette smuggling in Spain talk about almost 40 per cent. In Seville, the perception among tobacconists is that there is much more; it could reach 70–80 per cent,” she said.
Seville tobacconist reports sharp fall in vape sales
Antonio Moreno, who runs a tobacconist in Seville, says his shop sold around 140,000 vapes in 2024 and 85,000 in 2025. He expects to sell no more than 50,000 in 2026.
Moreno says consumption has continued to grow even as his own sales have dropped. Retailers attribute the decline to customers buying through other businesses and foreign websites.
Figures from the Spanish vaping trade association UPEV, suggest that concern extends beyond his shop:
– 38.3 per cent of tobacconists surveyed linked declining sales to customers moving their purchases to other establishments where illegal products could be found.
– 27.8 per cent attributed the decline to customers switching to foreign websites.
– 95.8 per cent of establishments surveyed said they had seen illegal products in nearby businesses.
The findings reflect respondents’ experiences and perceptions, rather than an independent measurement of the entire market. Purchases from other shops or foreign websites should not automatically be treated as illegal.
Retailers call for tighter controls on sales
Escaja says that tobacconists want stronger controls over where vaping products are sold. She argued that their availability through a wide range of businesses makes it harder to monitor compliance and prevent sales to minors.
Retailers also warn that restrictions on legal products need to be accompanied by effective enforcement. Their concern is that customers may move to other channels if particular products, flavours or formats disappear from regulated shops while remaining available elsewhere.