By Timothy S. Donahue

Key points:

• Tobacco flavors—particularly nicotine-free—were in high demand across disposables and closed pod systems.
• Hardware innovation focused on compact, high-performance pod mods with mesh coil technology and extended battery life.
• Italian-crafted natural tobacco e-liquids gained ground, with a noticeable shift toward elevated, artisanal offerings.

The 2025 edition of Vapitaly, the country’s largest vape trade fair, returned to BolognaFiere from May 10–12. The event gave visitors an inside view into a European vaping industry that’s adapting to a changing regulatory environment and consumer landscape. With 54 exhibitors and a strong showing from both legacy hardware manufacturers and premium e-liquid makers, the event put a spotlight on the emerging trends shaping Italy’s fast-evolving vape segment.

The flavor landscape has shifted, hardware is getting smarter, and the definition of premium has evolved. From closed pod systems to high-end distillates and tech-forward disposables, Vapitaly proved that the Italian vape market is not standing still, according to a Wingle Group report.

Power Meets Portability

Some of the most exciting product launches came from hardware brands redefining performance in small formats. Vaporesso led with its LUXE XR Max 2, a compact DTL pod mod capable of 80W power output, paired with dual mesh coils and the company’s proprietary COREX heating technology. Vaporesso also rolled out the Eco One Pro, a streamlined pen-style device delivering 16W from an 1100 mAh battery—perfectly suited for former smokers that are new vapers that seek simplicity without sacrificing quality.

Voopoo introduced the sleek Argus G3, featuring a 0.96-inch TFT screen, a 1500 mAh battery, and its upgraded “Golden Cotton” coil material, which the brand claims triples coil lifespan. “It’s designed for longevity and smooth performance,” one rep said, showcasing the device’s balance of power and user-friendly design.

Geekvape highlighted the evolution of their Sonder series, including the Q2 Artist Limited Edition and their latest J Pods featuring 0.3-ohm dual mesh coils optimized for 30–40W output. Though not yet launched, Geekvape also teased pre-filled Sonder pods—a sign of growing interest in hybrid systems that merge refillable flexibility with disposable ease.

Nicotine-Free Tobacco Renaissance

One of the most notable developments at Vapitaly 2025 was the surge in nicotine-free tobacco-flavored products, particularly within the disposable and closed pod categories. For Italian consumers, tobacco is back—but not in the traditional sense. Rather than high-nicotine blends, the trend leans toward rich, authentic flavors extracted from real leaves, often paired with 0% nicotine.

Vuse capitalized on this with the launch of the Vuse Go 3000 Zero Nicotine, designed to meet the rising demand among Italian adults seeking flavor satisfaction without nicotine. The company’s broader portfolio, including Vuse Go 1000 and the modular Vuse Go Reload Box, offers options that align with evolving consumer preferences.

On the domestic front, Italy’s own Suprem-e made waves with IL Distillificio, a premium line of natural tobacco distillates. According to brand reps, the range is designed to “elevate traditional tobacco with high-end craftsmanship,” giving vapers the complexity of real-leaf flavor without synthetic additives.

Joining them were other Italian flavor houses—Blendfeel, Goldwave, Cyberflavour, TNT Vape, and King Liquid Italia—who also leaned into naturally extracted tobacco (NET) offerings. The latest line of products cater to adult smokers seeking cleaner transitions to vaping while preserving familiar flavor profiles.

Made in Italy: Design and Sustainability

Innovation wasn’t limited to internals—several Italian brands made design and sustainability central to their presentations. LEM The New Smoke showcased its Eco 1200 modular disposable, built with a paper-based body to reduce plastic waste. Their refillable LEM Pocket uses ECS (E-liquid Coil Separation) technology to extend freshness and eliminate leaks, a feature that drew high praise from attendees.

Beez Vapor presented the Beez Exa, a pod kit with a built-in power bank and extra pod slot, tailored for vapers who prioritize portability without compromising battery life. “We wanted to give consumers a power reserve for all-day reliability,” a Beez representative explained.

Global manufacturers followed suit. KIWI demonstrated the KIWI Vision, a disposable tailored for Middle East and North African markets, featuring a dual-mesh coil and digital display, blending the simplicity of disposables with premium functionality.

Flavors and Customization

While tobacco dominated the narrative, flavor innovation wasn’t absent. Svaponext rolled out 19 new flavors, maintaining a strong hold on the Italian e-liquid market. FlavourArt revealed a redesigned bottle aimed at making the refill process faster and cleaner—a small but significant user-focused upgrade.

Dojo Vape offered dual versatility with its Dojo Twist 2-in-1 system, a hybrid device allowing both prefilled and refillable use. Lik Bar entered the pod space with the Fly system, designed with auto power adjustment and a long-lasting battery to support flavor consistency across a full day.

Marketing Tactics: Touch, Taste and Talk

The expo’s report by Wingle Group noted that nearly every booth focused on product sampling and live demonstrations, often considered one of the most effective forms of engagement. Brands like Geekvape, Voopoo and Vaporesso combined giveaways with educational materials and live Q&A sessions. “Consumers want to understand the value—not just try the device, but know how it works,” a Vaporesso promoter said.

Physical marketing tools were also back in force. Banners, LED signage, and branded flyers dominated the space, while many companies distributed POS kits—from counter displays to shelf talkers—reinforcing the importance of in-store brand visibility.

Industry Player Snapshot

Of the 54 exhibitors at Vapitaly 2025, the composition reflected a maturing but highly active market:

• 31 e-liquid producers (57%)
• 14 manufacturers of pods and disposables
• 9 hardware brands
• 8 online shops or digital platforms

While international names like Joyetech, Voopoo, Vaporesso, Geekvape, and Vuse commanded major attention, the heart of the show remained firmly Italian. Local brands like TNT Vape, Suprem-e, LEM, Blendfeel, and Dojo underscored Italy’s strength as both a manufacturer and trendsetter in flavor development and design.

Evolution, Not Disruption

What emerged from Vapitaly 2025 wasn’t a revolution, but an evolution: smarter hardware, better flavor precision, and more consumer choice, especially in low- and zero-nicotine formats. Brands are embracing sustainability, modularity, and region-specific devices to stay ahead in a landscape that’s both competitive and increasingly regulated.

“It feels like the industry is catching its breath—but also thinking smarter,” Maryna Gudym, Business Development Manager for Wingle Group, said. “People are done chasing clouds. They want quality, flavor and control.”

For the nicotine and next-gen product industry, that signals a future where refinement—not novelty—wins the day. From the chip-enhanced pods to the paper-wrapped disposables, Vapitaly 2025 marked a confident step forward for Italy’s vaping sector and its role in shaping the broader European market.