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Indonesia’s E-Cigarette Market: Puffing Towards a 6% Sales Increase Amid Tax Hikes


On May 29, Bisnis reported that the Indonesian Personal Vaporizer Association (APVI) is optimistic about achieving a more than 6% increase in e-cigarette sales this year. This optimism is fueled by the Ministry of Finance’s ambitious target of generating 20 trillion rupiah from tobacco taxes (CHT) in the e-cigarette sector. With the number of e-cigarette consumers reaching 6 million and showing a steady growth trend, the industry is bracing itself for an exciting, albeit challenging, year ahead.

The Optimistic Outlook: Aiming for the Sky

Revenue Milestones and Ambitious Targets

APVI Chairman Budiyanto shared in an interview that the current sales growth rate stands at about 5%-6%. However, with the ambitious tariff target of exceeding 20 trillion rupiah, the industry aims to surpass this growth rate. This optimism is not unfounded, as last year’s revenue reached a staggering 17.5 trillion rupiah, a significant increase from the 10 trillion rupiah recorded in 2022. As of early this year, the tax revenue has already surpassed 10 trillion rupiah, setting a promising stage for the rest of the year.

Steady Consumer Growth

The e-cigarette consumer base in Indonesia has grown steadily, reaching 6 million users. This steady increase in users reflects a broader acceptance and adoption of e-cigarettes, driven by various factors including perceived health benefits compared to traditional smoking and the diverse range of flavors available. The growth in consumer base is a positive indicator for the industry, suggesting a sustainable market expansion that aligns with the ambitious financial targets set by the government and industry stakeholders.

Challenges on the Horizon: Navigating Tax Hikes

The Impact of Increased Taxes

Despite the optimistic outlook, the e-cigarette industry in Indonesia faces significant challenges, primarily due to the 10% increase in CHT and other associated taxes. Budiyanto acknowledged that while sales are still growing, the growth value is limited by these tax hikes. The increased financial burden on manufacturers and retailers translates to higher prices for consumers, potentially slowing down the rate of new user adoption and overall market growth.

Industry Struggles: Third Major Blow

APVI Secretary-General Garindra Kartasasmita highlighted that the new e-cigarette tax, effective from January 1, 2024, represents the third major blow to the industry. As an emerging market, the Indonesian e-cigarette sector has already been dealing with a 15% tariff increase and subsequent retail price hikes. These changes have also led to a higher VAT burden, further straining the industry’s growth potential. The compounded effect of these financial pressures poses a formidable challenge for industry players striving to meet the ambitious revenue targets.

Strategies for Growth: Overcoming Hurdles

Innovation and Adaptation

In response to these challenges, the e-cigarette industry is likely to focus on innovation and adaptation. Companies may invest in developing more cost-effective products and exploring new market segments to maintain and stimulate growth. Additionally, there might be an increased emphasis on enhancing the consumer experience through improved product quality and diverse flavor options, aiming to attract and retain a loyal customer base despite the higher prices.

Advocacy and Policy Engagement

Another critical strategy for navigating the tax-induced hurdles is active advocacy and engagement with policymakers. Industry associations like APVI play a vital role in representing the interests of e-cigarette manufacturers and consumers. By engaging in constructive dialogue with the government, these associations can work towards creating a more balanced regulatory environment that supports industry growth while addressing public health concerns.


The Future Outlook: Puffing Towards Prosperity

Long-Term Growth Prospects

Despite the immediate challenges posed by increased taxes, the long-term prospects for the Indonesian e-cigarette market remain positive. The steady growth in consumer numbers indicates a strong underlying demand that is likely to persist. As the industry adapts to the new tax regime and continues to innovate, there is potential for sustained growth and profitability.

Embracing Change and Moving Forward

In conclusion, the Indonesian e-cigarette industry is at a critical juncture. With ambitious revenue targets and significant tax challenges, the path ahead is both exciting and daunting. However, with a robust strategy that includes innovation, adaptation, and active policy engagement, the industry is well-positioned to navigate these challenges and achieve its growth objectives. As the market continues to evolve, stakeholders must remain agile and forward-thinking, embracing change to ensure long-term success and prosperity. So, here’s to puffing towards a brighter, more prosperous future for Indonesia’s e-cigarette market!


The Indonesian e-cigarette market is gearing up for a more than 6% sales increase this year, driven by the government’s ambitious target of generating 20 trillion rupiah from tobacco taxes (CHT). According to the Indonesian Personal Vaporizer Association (APVI), the number of e-cigarette consumers has reached 6 million, showing steady growth. APVI Chairman Budiyanto expressed optimism, citing last year’s revenue of 17.5 trillion rupiah, up from 10 trillion rupiah in 2022. However, the industry faces challenges due to a 10% increase in CHT and other taxes, which limit growth potential. APVI Secretary-General Garindra Kartasasmita noted that the new tax, effective from January 1, 2024, adds to the financial pressures already burdening the industry. Despite these hurdles, the market is expected to continue growing, driven by innovation and strategic policy engagement. This news highlights both the opportunities and challenges faced by the Indonesian e-cigarette industry as it navigates a complex regulatory landscape.


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