Electronic Cigarette Market Size - Industry Report On Share, Growth Trends & Forecasts Analysis (2025 - 2030)

The Global Electronic Cigarette Market is Segmented by Product Type (E-Cigarette Device and E-Liquid), Category (Open Vaping Systems and Closed Vaping Systems), End User (Men and Women), Distribution Channel (Offline Stores and Online Stores), and Geography (North America, Europe, Asia-Pacific, South America and Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

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Electronic Cigarette Market Size and Share

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Compare market size and growth of Electronic Cigarette Market with other markets in Consumer Goods and Services Industry

Electronic Cigarette Market Analysis by Mordor Intelligence

The global electronic cigarette market reached USD 26.10 billion in 2025 and is expected to grow to USD 35.27 billion by 2030, with a CAGR of 6.21%. The market expansion stems from consumers transitioning from traditional cigarettes to e-cigarettes, influenced by increased health consciousness and technological advancements in vaping devices. Consumer preferences are evolving, with increased demand for varied flavors and improved product formulations, while demographic patterns shift across regions. Open vaping systems have gained traction as users seek more flexibility in e-liquid selection. Manufacturers are investing in research and development to improve device performance, battery life, and safety features. Regulatory frameworks differ across countries, with varying policies governing e-cigarette sales, marketing, and usage. Market competition has intensified between established firms and new entrants, driving continuous innovation and competitive pricing. The growth of e-commerce and direct-to-consumer channels has increased product availability worldwide. These market dynamics, combined with ongoing technological innovations and evolving consumer preferences, indicate sustained growth potential in the electronic cigarette industry.

Key Report Takeaways

  • By product type, devices captured 83.28% of e-cigarette market share in 2024, whereas e-liquids are forecast to expand at a 6.95% CAGR through 2030. 
  • By category, closed systems dominated with a 74.83% revenue share in 2024; open systems are projected to grow at a 6.86% CAGR to 2030. 
  • By end user, men led with a 69.89% user share in 2024, while women represent the fastest-growing segment at a 7.12% CAGR through 2030. 
  • By distribution channel, offline retail accounted for 72.14% of sales in 2024; online retail is advancing at a 7.61% CAGR through 2030. 
  • By geography, Europe held 32.24% of worldwide revenue in 2024, whereas Asia-Pacific is set to register the highest regional CAGR of 7.12% through 2030.

Segment Analysis

By Product Type: Devices Drive Market Dominance

E-cigarette devices currently hold an 83.28% market share in 2024, primarily due to the widespread adoption of disposable products that offer integrated solutions and eliminate the need for separate component purchases. While disposable e-cigarettes have gained significant traction due to their convenience and consistent performance, non-disposable devices offered by companies like Aspire, Lost Mary maintain their appeal among experienced users who prioritize control over nicotine delivery and flavor selection, along with long-term cost benefits. The market dominance of devices reflects the industry's successful transition from traditional tobacco products to electronic alternatives.

The e-liquid segment is experiencing the fastest growth rate with a 6.95% CAGR through 2030, indicating a market shift toward customizable vaping experiences. This growth is driven by increasing consumer awareness of cost-effectiveness and environmental benefits of refillable systems, coupled with advancements in e-liquid formulations, including synthetic nicotine and sophisticated flavor profiles. The trend suggests a maturing market where initial device adoption naturally progresses to sustained consumable purchases and personalization options. The e-liquid market expansion is further supported by improvements in manufacturing processes that ensure product consistency and safety. Moreover, the growing variety of nicotine strengths and flavor combinations continues to attract consumers seeking personalized vaping experiences.

Market Analysis
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By Category: Closed Systems Maintain Leadership

Closed vaping systems command a dominant 74.83% market share in 2024, driven by their simplicity, consistency, and reduced risk of user error or product tampering. These systems particularly appeal to new users and those transitioning from traditional cigarettes who prioritize ease of use over customization. The closed system advantage extends beyond user experience to regulatory compliance, as manufacturers maintain greater control over product specifications and quality assurance. Additionally, closed systems benefit from streamlined supply chains and standardized manufacturing processes that enable competitive pricing and consistent availability.

While open vaping systems hold a smaller market share, they demonstrate stronger growth momentum at 6.86% CAGR, attracting experienced users seeking greater flexibility in nicotine levels, flavor combinations, and device modifications. Open systems command higher margins but require more sophisticated distribution networks and customer education programs. Manufacturers such as RELX PLC are developing hybrid solutions that offer adjustable vapor production and flavor intensity settings. This evolution reflects the broader market segmentation between convenience-focused and customization-oriented consumers.

By End User: Women Drive Fastest Growth

Men dominate the electronic cigarette market with a 69.89% user share in 2024, reflecting historical smoking patterns and early adoption behaviors. However, women are emerging as the fastest-growing demographic, with a 7.12% CAGR through 2030, as the gender gap in adoption rates continues to narrow. This shift is driven by manufacturers developing products that align with women's preferences for discretion and aesthetics. Companies like SMOK, JWEI Group, and Eleaf Group offer vapes designed for women. Male users are tend to focus on device performance and customization options, while female users prefer ease of use and design aesthetics. Men often experiment with multiple devices and flavors, while women show higher brand loyalty after finding suitable products.

Product development and marketing strategies now address female-specific preferences through sleeker designs, sophisticated color options, and reduced vapor production features. The focus on harm reduction benefits, social acceptability, and lifestyle integration, along with lower-nicotine options from companies like Healthvape, has attracted women seeking alternatives to traditional cigarettes. Women's preference for gradual reduction approaches in smoking cessation has influenced this targeted approach. Research shows women conduct more thorough product safety and health research before purchasing, prompting manufacturers to improve safety documentation and educational materials. Social media data indicates female users share experiences with discrete, stylish devices, generating word-of-mouth marketing within female social networks.

By Distribution Channel: Digital Transformation Accelerates

Offline retail stores continue to dominate the market with a 72.14% share in 2024, leveraging their established relationships with tobacco retailers and meeting consumer preferences for physical product examination. Traditional retail channels provide immediate product availability and personalized customer service, which remains essential for new users seeking guidance. The tactile experience of examining products in person, combined with the ability to receive instant expert advice, reinforces the strong position of brick-and-mortar stores in the market. However, online retail stores are experiencing the highest growth at 7.61% CAGR, driven by enhanced age verification technologies, broader product selection, and competitive pricing due to lower operational costs. The convenience of home delivery and 24/7 shopping accessibility has made online platforms particularly attractive to younger consumers who are comfortable with digital transactions.

Online distribution channels are transforming the retail landscape by enabling manufacturers to build direct consumer relationships and gather valuable data insights for product development and marketing strategies. These online platforms implement sophisticated age verification systems and geographic restrictions to ensure regulatory compliance while maintaining market accessibility, making them an increasingly important retail channel despite the continued dominance of physical stores. The integration of advanced analytics and customer relationship management systems allows online retailers to offer personalized recommendations and targeted promotions, enhancing the overall shopping experience for consumers.

Market Size
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Geography Analysis

Europe holds the largest regional market share at 32.24% in 2024, attributed to its balanced regulatory framework for e-cigarettes. The European Union's Tobacco Products Directive implements harmonized standards for product safety, marketing, and nicotine content limits, creating a stable operating environment for manufacturers. Countries like Germany, the United Kingdom, Italy, and France have developed comprehensive regulatory frameworks that differentiate between product categories and risk profiles, with the United Kingdom's progressive stance on e-cigarettes as harm reduction tools influencing broader European policy and consumer acceptance. The region's established distribution networks and retail infrastructure further support market growth, enabling efficient product delivery to consumers.

Asia-Pacific region demonstrates the highest growth potential with a projected CAGR of 7.12% through 2030. This growth is supported by expanding middle-class populations, increasing health awareness, and evolving tobacco control policies. Japan stands out with significant heated tobacco product adoption, while Southeast Asian markets offer substantial growth opportunities. Australia's market structure is distinct, characterized by three dominant tobacco companies and imported products, which influences distribution and pricing dynamics. The region's large youth population and increasing disposable income levels create favorable conditions for market expansion.

North America maintains a substantial market presence despite stringent regulations, particularly the FDA's premarket tobacco product application requirements in the United States [3]Source: U.S. FDA, "Premarket Tobacco Product Applications," fda.gov . The United States market features competition between authorized products and unauthorized alternatives, while Canada operates under the more flexible Tobacco and Vaping Products Act. Mexico's market integration through the USMCA trade agreement facilitates regional trade while preserving regulatory independence. State-level regulations significantly impact product availability and marketing strategies throughout the region. The well-established retail infrastructure and strong consumer purchasing power continue to drive market stability in North America.

Market Size
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Competitive Landscape

The e-cigarette market maintains a moderate concentration level, creating opportunities for both established tobacco companies and innovative technology firms to compete through differentiated strategies. Prominent players include Imperial Brands plc, Altria Group Inc., British American Tobacco PLC, Philip Morris International Inc., and Japan Tobacco Group. The market structure reflects an evolution from early-stage consolidation to mature competition, where success depends on regulatory compliance capabilities, technological innovation, and distribution efficiency. This competitive environment has led to increased investment in research and development as companies seek to gain market share.

Companies increasingly compete based on regulatory authorization status, with FDA-approved products gaining premium positioning and pricing advantages over unauthorized alternatives. A significant development occurred in June 2024 when the FDA approved four of NJOY's menthol e-cigarette products - the Njoy Ace Pod Menthol 2.4%, Njoy Ace Pod Menthol 5%, Njoy Daily Menthol 4.5%, and Njoy Daily Extra Menthol 6%. This marked the FDA's first authorization of flavored vape products, demonstrating that manufacturers can secure approval by proving their products' benefits for adult smokers outweigh youth risks. The approval process has become a key differentiator in the market, influencing consumer trust and retailer partnerships.

The competitive landscape reveals contrasting strategic approaches between market participants. Traditional tobacco companies leverage their established distribution networks and regulatory expertise, while technology-focused manufacturers emphasize product innovation and direct-to-consumer engagement methods. These distinct approaches have created a dynamic market environment where companies must continuously adapt their strategies to maintain competitive advantages.

Electronic Cigarette Industry Leaders

  1. Imperial Brands plc

  2. Altria Group Inc.

  3. British American Tobacco PLC

  4. Philip Morris International Inc.

  5. Japan Tobacco Group

  6. *Disclaimer: Major Players sorted in no particular order
Electronic Cigarette Market
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Recent Industry Developments

  • June 2025: Eleaf Group introduced the iVeni DUO, a vaping device with dual mesh technology designed to enhance the vaping experience.
  • January 2025: Elfbar launched the Dual 10K, a reusable pod device enabling instant flavor switching through twin 1 ml pre-filled pods and replaceable 5 ml containers.
  • January 2025: Tastefog rolled out an upgraded Gemini 25000 featuring a TWI 1.0 ohm mesh coil that delivers higher vapor density alongside a large integrated e-liquid reservoir.
  • August 2024: Philip Morris introduced VEEV ONE, a closed pod vape system, in the United Kingdom through retailers Sainsbury's, Morrisons, and Waitrose. The product is available via rapid delivery services and the company's direct-to-consumer website.

Table of Contents for Electronic Cigarette Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Growing health consciousness and smoking cessation
    • 4.2.2 Technological advancements in production
    • 4.2.3 Availability of diverse flavor options
    • 4.2.4 Convenience and user-friendly design
    • 4.2.5 Social media and influencer marketing
    • 4.2.6 Customizable nicotine levels
  • 4.3 Market Restraints
    • 4.3.1 High production and operational costs
    • 4.3.2 Health campaign opposition
    • 4.3.3 Age and access restrictions
    • 4.3.4 Stringent regulatory framework
  • 4.4 Consumer Behaviour Analysis
  • 4.5 Regulatory Outlook
  • 4.6 Porter's Five Forces Analysis
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Buyers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Threat of Substitutes
    • 4.6.5 Degree of Competition

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Product Type
    • 5.1.1 E-Cigarette Device
    • 5.1.1.1 Disposable E-Cigarette
    • 5.1.1.2 Non-Disposable E-Cigarette
    • 5.1.2 E-Liquid
  • 5.2 By Category
    • 5.2.1 Open Vaping Systems
    • 5.2.2 Closed Vaping Systems
  • 5.3 By End User
    • 5.3.1 Men
    • 5.3.2 Women
  • 5.4 By Distribution Channel
    • 5.4.1 Offline Stores
    • 5.4.2 Online Stores
  • 5.5 By Geography
    • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
    • 5.5.1.4 Rest of North America
    • 5.5.2 Europe
    • 5.5.2.1 Germany
    • 5.5.2.2 France
    • 5.5.2.3 United Kingdom
    • 5.5.2.4 Spain
    • 5.5.2.5 Netherlands
    • 5.5.2.6 Italy
    • 5.5.2.7 Sweden
    • 5.5.2.8 Poland
    • 5.5.2.9 Belgium
    • 5.5.2.10 Rest of Europe
    • 5.5.3 Asia-Pacific
    • 5.5.3.1 China
    • 5.5.3.2 India
    • 5.5.3.3 Japan
    • 5.5.3.4 Australia
    • 5.5.3.5 South Korea
    • 5.5.3.6 Indonesia
    • 5.5.3.7 Thailand
    • 5.5.3.8 Singapore
    • 5.5.3.9 Rest of Asia-Pacific
    • 5.5.4 South America
    • 5.5.4.1 Brazil
    • 5.5.4.2 Argentina
    • 5.5.4.3 Chile
    • 5.5.4.4 Columbia
    • 5.5.4.5 Peru
    • 5.5.4.6 Rest of South America
    • 5.5.5 Middle East and Africa
    • 5.5.5.1 United Arab Emirates
    • 5.5.5.2 South Africa
    • 5.5.5.3 Nigeria
    • 5.5.5.4 Saudi Arabia
    • 5.5.5.5 Egypt
    • 5.5.5.6 Morocco
    • 5.5.5.7 Turkey
    • 5.5.5.8 Rest of Middle East and Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (Includes Global-level Overview, Market-level Overview, Core Segments, Financials, Strategic Info, Market Rank/Share, Products and Services, Recent Developments)
    • 6.4.1 Imperial Brands plc
    • 6.4.2 Altria Group Inc.
    • 6.4.3 British American Tobacco PLC
    • 6.4.4 Philip Morris International Inc.
    • 6.4.5 Japan Tobacco Group
    • 6.4.6 RELX PLC
    • 6.4.7 Smoore International
    • 6.4.8 Hangsen International Group Ltd.
    • 6.4.9 Innokin Technology
    • 6.4.10 FEELM
    • 6.4.11 MOTI Planet
    • 6.4.12 Shenzhen Uwell Technology Co., Ltd
    • 6.4.13 JWEI Group
    • 6.4.14 Ispire Technology
    • 6.4.15 Shenzhen Innokin Technology Co., Ltd.
    • 6.4.16 Geekvape
    • 6.4.17 ICCPP (VOOPOO)
    • 6.4.18 Flavourart srl.
    • 6.4.19 Hong Kong IVPS International Limited
    • 6.4.20 Kanger Tech

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

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Global Electronic Cigarette Market Report Scope

E-cigarettes usually include electronic circuitry and a power source supplying energy to the heating mechanism. They produce vapor by heating, which sets them apart from regular tobacco-based cigarettes that involve burning. Non-tobacco nicotine-containing liquid is most commonly used to produce vapor. The e-cigarette market is segmented by product type, category, distribution channel, and geography. By product type, the market is segmented into an e-cigarette device and E-liquid. By category, the market is segmented into open vaping systems and closed vaping systems (disposable devices). By distribution channel, the market is segmented into offline retail and online retail segments. By geography, the market is segmented into North America, Europe, and the rest of the world. The market sizing has been done in value terms in USD for all the abovementioned segments.

By Product Type E-Cigarette Device Disposable E-Cigarette
Non-Disposable E-Cigarette
E-Liquid
By Category Open Vaping Systems
Closed Vaping Systems
By End User Men
Women
By Distribution Channel Offline Stores
Online Stores
By Geography North America United States
Canada
Mexico
Rest of North America
Europe Germany
France
United Kingdom
Spain
Netherlands
Italy
Sweden
Poland
Belgium
Rest of Europe
Asia-Pacific China
India
Japan
Australia
South Korea
Indonesia
Thailand
Singapore
Rest of Asia-Pacific
South America Brazil
Argentina
Chile
Columbia
Peru
Rest of South America
Middle East and Africa United Arab Emirates
South Africa
Nigeria
Saudi Arabia
Egypt
Morocco
Turkey
Rest of Middle East and Africa
By Product Type
E-Cigarette Device Disposable E-Cigarette
Non-Disposable E-Cigarette
E-Liquid
By Category
Open Vaping Systems
Closed Vaping Systems
By End User
Men
Women
By Distribution Channel
Offline Stores
Online Stores
By Geography
North America United States
Canada
Mexico
Rest of North America
Europe Germany
France
United Kingdom
Spain
Netherlands
Italy
Sweden
Poland
Belgium
Rest of Europe
Asia-Pacific China
India
Japan
Australia
South Korea
Indonesia
Thailand
Singapore
Rest of Asia-Pacific
South America Brazil
Argentina
Chile
Columbia
Peru
Rest of South America
Middle East and Africa United Arab Emirates
South Africa
Nigeria
Saudi Arabia
Egypt
Morocco
Turkey
Rest of Middle East and Africa
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Key Questions Answered in the Report

What is the projected valuation of the e-cigarette market by 2030?

The global e-cigarette market size is forecast to reach USD 35.27 billion by 2030, growing at a 6.21% CAGR.

Which product type currently generates the most revenue?

Devices dominate, accounting for 83.28% of 2024 global sales driven by the popularity of disposable formats.

Why are closed systems more prevalent than open systems?

Closed pods offer factory-controlled safety, easier regulatory approval, and plug-and-play convenience that resonates with new users.

Which region is expanding the fastest?

Asia-Pacific shows the highest growth, expected at a 7.12% CAGR, supported by rising middle-class income and evolving tobacco policies.

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