The UK tobacco industry has been in flux. With recent significant legislative changes, and more looming on the horizon, change will only accelerate. How the market develops will be defined by how both the industry and consumers alike respond to these new realities. The e-cigarette market however, while still embryonic, is growing. Here, Andrew Morton, commercial director Nielsen Europe, looks at some of the dynamics of this new market and examine the drivers shaping e-cigarette take-up. He also considers how manufacturers should respond for success.