E-Cigarette Market

Market Study on E-Cigarette: In the Backdrop of an Evolving Consumer Preferences Towards A Potentially Less Harmful Smoking Experience, PMR Foresees the Demand for Tobacco Alternatives Like E-Cigarette on the Rise at a Staggering Pace

A Detailed Analysis of the E-Cigarette Market Based on Growing Health Consciousness, Rising Consumer Awareness, Innovative Product Launches, and Increasing Spending Power, and an Ongoing Shift Towards Low-risk Smoking Alternatives

Report ID: PMRREP33555

Number of Pages: 161

Format: PPT*, PDF, EXCEL

Industry: Consumer Goods

Published Date: November-2023

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E-Cigarette Market

The global e-cigarette market is forecasted to expand at a CAGR of 28% and thereby increase from a value of US$1.4 Bn in 2023, to approximately US$8 Bn by the end of 2030.


Key Insights

E-Cigarette Market Size (2023E)

US$1.4 Bn

Projected Market Value (2030F)

US$8.0 Bn

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


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Market Introduction and Definition

Consumers with increased disposable income may be more inclined to invest in premium and high-end e-cigarette devices. This could drive the market for sophisticated and technologically advanced vaping products that offer enhanced features, design, and overall user experience. With higher disposable income, individuals may find e-cigarettes more affordable and accessible.

The initial cost of purchasing a vaping device and subsequent expenses on e-liquids or pods may become more manageable, encouraging adoption among consumers with greater financial resources. Higher disposable income allows consumers to explore a wider range of e-cigarette products. Vapers with more financial flexibility may experiment with different device types, flavors, and brands, contributing to the overall diversification and growth of the market.

Individuals with increased disposable income may be more willing to upgrade their vaping devices to more advanced models. This could include devices with adjustable settings, larger battery capacities, and other features that cater to a more discerning and financially empowered consumer base. Consumers with higher disposable income may be willing to spend more on premium e-liquids with unique and sophisticated flavors. This trend could drive innovation in the e-liquid market, with manufacturers introducing high-quality and premium flavor options.

Higher disposable income may increase spending on vaping accessories and customization options. Consumers may invest in accessories such as personalized skins, cases, or even custom drip tips, contributing to a thriving market for supplementary vaping products. With higher disposable income, consumers could become brand loyal and lean towards luxury e-cigarette brands. Premium brands tend to market themselves as providing better overall experiences and greater quality to attract customers willing to pay more.

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Market Growth Drivers

Growing Health Consciousness

Health-conscious consumers may view e-cigarettes as a potentially less harmful alternative to traditional tobacco smoking. The perception that e-cigarettes produce vapour instead of smoke and thus may reduce exposure to harmful chemicals can attract individuals who are concerned about the health risks associated with smoking. Individuals who are health-conscious and looking to quit smoking may turn to e-cigarettes as a smoking cessation aid.

Some studies and health campaigns promote e-cigarettes as a tool to help smokers transition away from traditional cigarettes, potentially reducing the health risks associated with combustible tobacco. Health organizations and public health campaigns promoting smoking cessation and harm reduction may contribute to the growth of the e-cigarette market. These initiatives may highlight the potential benefits of e-cigarettes in reducing the health impact of smoking.

In addition, E-cigarettes produce vapour, which is perceived to be less harmful than second-hand smoke from traditional cigarettes. Health-conscious individuals, particularly those concerned about the well-being of non-smokers around them, maybe more inclined to choose e-cigarettes. E-cigarette companies may leverage health-related marketing strategies to appeal to health-conscious consumers.

Emphasizing the reduced harm compared to traditional smoking and promoting features such as lower nicotine content or customizable options can attract individuals who prioritize their health. Shifting societal attitudes toward health and wellness can influence consumer behaviour. As more people prioritize a healthy lifestyle, the stigma associated with smoking may lead them to explore alternatives like e-cigarettes, contributing to market growth.

Market Restraints

Increasing Taxes and Duties

Higher taxes and duties on e-cigarettes lead to increased retail prices. This can make e-cigarettes less affordable for consumers, potentially discouraging adoption, especially among price-sensitive segments of the market. If taxes on e-cigarettes are substantially higher than those on traditional tobacco products, it creates a competitive disadvantage for e-cigarettes.

Consumers may be less motivated to switch to e-cigarettes if the cost difference between e-cigarettes and traditional cigarettes becomes unfavourable. Consumers may resist purchasing e-cigarettes if they perceive the product as overtaxed, leading to a negative impact on sales. High taxes can create a barrier to entry for new users and reduce the likelihood of existing smokers transitioning to e-cigarettes.

Regulatory Hurdles

Regulations surrounding e-cigarettes vary widely from country to country and even within regions. The need for standardized regulations creates challenges for manufacturers and retailers who must navigate a complex and often ambiguous regulatory environment. Implementing effective age restrictions and access controls to prevent the sale of e-cigarettes to minors is a persistent challenge.

Ensuring that age verification mechanisms are robust and widely adopted across the industry remains a regulatory priority. Flavored e-liquids are a regulatory concern due to their appeal to youth. Some regions have implemented or proposed flavor bans to address this issue. Balancing the preferences of adult users with the need to prevent youth initiation is a challenge.

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Rapid Technological Advancements

Continuous improvements in their design enhance the allure of e-cigarettes. Designs that are sleeker, more portable, and easier to use improve the user experience overall and can draw in a wider audience. Improvements in battery technology, including longer battery life and faster charging capabilities, enhance the convenience and usability of e-cigarettes. Consumers are likelier to adopt and stick with e-cigarettes if the devices are reliable and require less frequent charging.

Technological features such as temperature control allow users to customize their vaping experience. This level of personalization appeals to a diverse range of consumers with different preferences for flavor intensity and vapour production. Integrating smart technology and connectivity features into e-cigarette devices allows users to monitor usage, adjust settings, and receive updates through mobile apps. This enhances user engagement and provides a more interactive experience.

Moreover, technological advancements can improve safety features in e-cigarette devices, addressing concerns related to device malfunctions or battery issues. Enhanced quality control measures contribute to the overall safety and reliability of the products. Advances in e-liquid formulation and flavoring technology provide a more satisfying and diverse vaping experience.

The ability to create appealing flavors that replicate the taste of traditional cigarettes or offer unique options can attract a wider consumer base. Developing technologies that enable the controlled delivery of nicotine at lower levels can align with harm reduction goals. RNDs aim to provide a satisfying experience with reduced nicotine content, contributing to efforts to address nicotine addiction.

Analyst’s Viewpoint

The e-cigarette business will develop steadily due to factors like increased health consciousness, technological advancements, and changing legal frameworks. The market is expected to have a rise in product variety, encompassing non-nicotine substitutes and wellness-oriented products, meeting the varied tastes of consumers. The public's opinion of e-cigarettes and the ongoing study into their long-term health implications will be crucial factors in determining market dynamics.

Major tobacco businesses are anticipated to collaborate and compete, further shaping the market landscape. Additionally, regional growth patterns may differ due to global disparities in regulatory frameworks. Larger corporations will probably continue to acquire smaller ones or form partnerships with them, leading to market consolidation and developing a more developed and competitive industry.

The trajectory of the e-cigarette market will be closely associated with societal developments, particularly in younger demographics, highlighting the necessity of ongoing observation of customer behaviour and preferences. The e-cigarette industry is expected to grow quickly, presenting potential and obstacles as it negotiates the nexus of technology, health concerns, and governmental oversight.

Supply-side Dynamics

China produces more than 70% of the e-cigarettes produced globally, making it the largest manufacturer in the world. The nation has a rich history of producing electronics, and this knowledge has been used in the e-cigarette industry. Leading e-cigarette makers worldwide include Shenzhen Smoore Technology and Joyetech, two Chinese enterprises. The US is the second-largest manufacturer of e-cigarettes, accounting for about 20% of global production. The country has a large and well-developed tobacco industry, and many traditional tobacco companies have also entered the e-cigarette market.

Major US e-cigarette manufacturers include Altria, Reynolds American Inc., and Juul Labs. Europe is also a major producer of e-cigarettes, with companies such as Imperial Brands, BAT, and Phillip Morris International all having a significant presence in the market. European e-cigarette manufacturers are known for their high-quality products and their focus on innovation.

Additionally, China is the world's largest consumer of e-cigarettes, with an estimated 100 million adults using them regularly. About 2% of all Chinese people are represented by this. E-cigarettes' accessibility and affordability are contributing factors to their popularity in China. A growing number of Chinese smokers are looking for less stigmatizing, less expensive smoke to replace their traditional cigarettes.

The US has the second-highest rate of e-cigarette use in the world, with an estimated 10.7 million adult users in 2021. This represents around 4.3% of the adult population. E-cigarette use is particularly high among young adults, with 27.5% of 18-24-year-olds reporting current use.

Market Segmentation

Which Type Remains the Most Favored?

Higher Convenience, and Portability Earn Top Position for Rechargeable Category

The type segment is segmented into disposable, rechargeable, and modular. The rechargeable segment is expected to dominate the market. Rechargeable e-cigarettes offer a portable and convenient alternative to traditional cigarettes. Their compact design and ability to be easily recharged make them suitable for on-the-go use, appealing to consumers who value convenience.

Nonetheless, the modular segment of the E-Cigarette market is expanding at the quickest rate. Modular e-cigarettes often feature advanced technologies and components that enhance the vaping experience. Features like adjustable airflow, temperature control, and variable wattage empower users to fine-tune their devices for optimal performance, contributing to a more satisfying experience.

Which is the Leading Distribution Channel for E-Cigarette Sales?

Retail Holds the Largest Revenue Share Owing to Convenience, and High Accessibility

The distribution channel segment is bifurcated into online and retail. The retail market segment is the largest for e-cigarettes. Retail availability ensures convenient access to e-cigarettes for consumers. Being sold in brick-and-mortar stores, convenience stores, and speciality vape shops makes it easier for individuals to purchase e-cigarettes, contributing to market growth.

Nevertheless, the market segment exhibiting the most rapid growth is online. Online platforms provide detailed product information and customer reviews, empowering consumers to make informed purchasing decisions. The availability of product specifications, user reviews, and expert opinions enhances transparency and builds consumer confidence in the online e-cigarette market.

Top Regional Markets

North America’s Prominence Prevails with a Rising Flavor Variety, and Innovations

The diverse range of e-liquid flavors allows consumers to choose options that align with their taste preferences. Flavors such as fruit, dessert, menthol, and beverage options are wide, catering to various consumer tastes and preferences. Flavor innovation can attract individuals who may have yet to be traditional smokers. Unique and appealing flavors make e-cigarettes more enticing to a broader audience, including non-smokers who are open to trying novel and enjoyable experiences.

Ongoing innovation in flavor development keeps the market dynamic. Companies invest in research and development to introduce new and exciting flavors, fostering a sense of curiosity and anticipation among consumers. E-cigarettes often allow users to customize their vaping experience, including the ability to adjust nicotine levels and choose from a variety of flavors. This personalization enhances user satisfaction and contributes to the overall appeal of e-cigarettes.

A variety of flavors contributes to a more enjoyable and satisfying vaping experience. E-cigarettes aim to replicate the sensory aspects of smoking, and diverse flavors play a crucial role in meeting consumer expectations for taste and aroma.

Europe Reflects an Opportunistic Regional Pocket on Account of Frequent Design Innovations

Innovations that enhance the user-friendliness of e-cigarette devices can attract a broader consumer base. Intuitive designs, easy-to-use features, and straightforward maintenance create a positive user experience. Compact and aesthetically pleasing designs contribute to the portability and convenience of e-cigarette devices. Sleek designs can appeal to consumers who prioritize style and discretion in their vaping experience.

Innovations that enable controlled and reduced nicotine delivery align with harm reduction goals. Developing devices that offer a satisfying experience with lower nicotine content can attract health-conscious consumers. Introducing unique and limited-edition designs creates a sense of exclusivity and excitement among consumers. Specialized designs or collaborations with artists and brands can generate interest and drive sales.

Competitive Intelligence and Business Strategy

Prominent organizations, including British American Tobacco (BAT), are at this sector's vanguard; to capitalize on the expanding e-cigarette market, British American Tobacco (BAT), a multinational tobacco manufacturer, has implemented a multifaceted business plan. Their strategy is centred on creating items that are cutting edge, growing their customer base globally, and improving their marketing initiatives.

BAT is committed to developing cutting-edge e-cigarette products that cater to diverse consumer preferences. They invest heavily in research and development to create superior performance, taste, and design products. BAT employs targeted marketing campaigns to reach specific consumer segments. They utilize various channels, including social media, digital advertising, and experiential marketing, to promote their e-cigarette brands.

BAT strategically acquires e-cigarette companies and forms partnerships with industry leaders to gain access to new technologies, brands, and distribution channels. BAT's comprehensive business strategy has positioned the company as a leading player in the global e-cigarette market. Their commitment to innovation, global expansion, and responsible marketing has contributed to their success in this dynamic and rapidly evolving industry.

Key Recent Developments

New Product Launch

Philip Morris International Inc. announced the launch of IQOS ILUMA in Japan in August 2021. The new device utilizes induction-heating technology, eliminating the need for a blade and requiring no cleaning. It became the brand's first tobacco-heating system.

Market Impact: The market was greatly impacted by the August 2021 release of IQOS ILUMA in Japan, which helped Philip Morris International (PMI) grow and had an impact on the entire heated tobacco product (HTP) sector. One significant innovation that improved sales and drew new users was the introduction of induction-heating technology, which did away with the need for a blade and cleaning.

(Source: Philip Morris International)

RELX Technology announced the launch of their premium e-cigarette of the next generation in Kuwait, and the United Arab Emirates in August 2021.

Market Impact: RELX experienced significant sales growth following the launch of its next-generation e-cigarette. The product's popularity and positive reviews contributed to RELX's expansion in the UAE and Kuwait, increasing its market share and establishing itself as a leading e-cigarette brand in these regions.

(Source: Antara News)

E-Cigarette Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Pacific
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Type
  • Distribution Channel
  • Region

Key Companies Profiled

  • JUUL Labs
  • British American Tobacco (BAT)
  • Imperial Brands
  • Philip Morris International
  • Japan Tobacco International (JTI)
  • NJOY
  • Vuse (Vype)
  • Logic
  • Smoktech
  • Vaporesso

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • DROT Analysis
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives  

Customization & Pricing

Available upon request

E-Cigarette Market Research Segmentation

By Type:

  • Disposable
  • Rechargeable
  • Modular

By Distribution Channel:

  • Online
  • Retail

By Region:

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • Middle East & Africa

For report customisation and delivery information contact our sales representative.

Companies Covered in This Report

  • Imperial Brands
  • Philip Morris International
  • Japan Tobacco International (JTI)
  • NJOY
  • Vuse (Vype)
  • Logic
  • Smoktech
  • Vaporesso

Frequently Asked Questions

The global market size of e-cigarette is projected to be witnessing a staggering CAGR of 28% during the forecast period, in terms of revenue.

The e-cigarette market is presently around US$1.4 Bn in terms of revenue.

The US currently holds the largest market value share as of 2023.

Some of the prominent players in the e-cigarette market include JUUL Labs, British American Tobacco (BAT), Imperial Brands, Philip Morris International, Japan Tobacco International (JTI), NJOY, Vuse (Vype), Logic, Smoktech, and Vaporesso.

The rechargeable-cigarette segment is expected to display the fastest rate of growth during the forecast period.

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