| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| Market Size (2025) | USD 152.12 Million |
| Market Size (2030) | USD 350.98 Million |
| CAGR (2025 - 2030) | 18.20% |
| Market Concentration | High |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Middle East Africa E-Cigarette Market Analysis
The Middle East & Africa E-Cigarettes Market size is estimated at USD 152.12 million in 2025, and is expected to reach USD 350.98 million by 2030, at a CAGR of 18.2% during the forecast period (2025-2030).
Over the past few years, awareness has been rising regarding the health hazards associated with smoking. At the onset of COVID-19, the market crumbled in the initial phase by restricting transport and reducing sales in brick & mortar shops, but it acted as a break-even point. This trend has resulted in high demand for alternatives to traditional cigarettes, like e-cigarettes; as a result, sales volume online increased when compared to previous. E-cigarettes were introduced as an alternative to traditional cigarettes. According to the estimates provided by the World Bank, 180 million premature deaths can be avoided if smoking cigarettes can be reduced to one-half by 2027, and e-cigarettes are a major step toward this achievement. With the growing popularity of vaping devices, flavor and fragrance vendors are introducing a wide variety of e-liquids to attract consumers.
Different flavors, such as menthol, mint, chocolate, cola, bubble gum, and fusions of other fruits and flavoring substances, lure many consumers to adopt these e-cigarette devices. Tobacco manufacturers focus on technological developments and innovation to attain an edge over their competitors. This trend has persuaded vendors to invest heavily in technology.
Middle East Africa E-Cigarette Market Trends
Penetration of E-cigarettes in Organized Retail
The evolving retail industry, especially in developing countries, is marked by the emergence of many stores in hypermarkets, supermarkets, and specialty store formats. The penetration of organized retail is also expected to enable consumers to seek information about various brands and compare prices and quality, which results in a better purchase decision. Vendors leverage both traditional and social media platforms for advertising. Companies create campaigns and exhibition shows to promote their brands and products, reaching out to their target audience through various social media platforms. With the increasing demand, several companies have invested heavily in finding new distribution channels. Thus, e-cigarettes are available for users across a range of channels. With the growth of e-commerce and many retail stores planning to introduce e-cigarettes in their line-up to match the competition, e-cigarettes are becoming relatively easy to procure. This factor is driving the faster adoption of the product, resulting in healthy market growth.
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Egypt Dominates the Market
Vaping is a modern trend, but even new vapes have roots in ancient history. Egypt is known for its ancient vaping techniques, such as healing herbs and oils on hot stones to vape. 41.6% believed e-cigarettes help smoking cessation, and 31.9% believed it is less harmful than traditional cigarettes. Vendors operating in the country are introducing innovative products in terms of functionality, flavors, ingredients, packaging, and format. Rising consumer awareness and product knowledge about various e-cigarettes have led to the introduction of high-performance and quality products in the Egyptian e-cigarettes market. The electronic cigarette and e-liquid from Intellicig Egypt have revolutionized the smoking experience for smokers. Intellicig is one of the largest electronic cigarette manufacturers in the Egyptian market and the only company that offers its clients after-sale service and care. Countries are promoting to move toward e-cigarettes from traditional cigarettes to stop the pollution and health issues and promote sustainability.
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Middle East Africa E-Cigarette Industry Overview
British American Tobacco Plc held the largest market share of the overall e-cigarette market in 2020, with a market share of about 39%. And some other companies like Phillip Morris International, Eastern Tobacco Company (ETC), and some local players. Government support and consumer awareness of health and eco-friendliness are driving this market. They are introduced in the market to attract multiple customer segments. The demand for new add-on flavors is adding interest in manufacturers. Online presence is helping the market to proliferate and increase the area of operations and expand the customer base.
Middle East Africa E-Cigarette Market Leaders
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British American Tobacco
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Joyetech Changzhou Electronics Co.
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VIP Electronic Cigarettes
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Philip Morris Products S.A.
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Aspire
- *Disclaimer: Major Players sorted in no particular order
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Middle East Africa E-Cigarette Market News
- In April 2022, RELX International, a multinational electronic cigarettes company, lauds the recent decision by Egyptian authorities to allow the legal import and commercialization of e-cigarette products in the country. The lifting of the ban highlights the Egyptian authorities' progressive approach to e-cigarettes. It sets the stage for creating a regulated market rich with business opportunities by serving the demand for easily accessible, quality products by legal age (adult) consumers across the country.
- In Nov 2019, the Dubai Department of Economic Development (DED) recently introduced a new activity called 'Electronic cigarettes & accessories trading' under the 'Tobacco and Smoking accessories trading' group. This activity is available for mainland LLCs and will legally allow the investors to engage in e-cigarettes trading in the local market.
- September 2019: Before 2019, selling electronic cigarettes in Dubai was also illegal; in April 2019, the Emirates Government Consumer Supervision Agency, the Emirates Standardization and Measurement Authority (ESMA) confirmed the new regulations for electronic cigarettes: as long as the manufacturer's electronic cigarettes meet the new standards and carry health warnings similar to cigarette packages on the product packaging.
Middle East Africa E-Cigarette Industry Segmentation
E-cigarettes are sometimes called 'e-cigs,' 'vapes,' 'e-hookahs,' 'vape pens,' and 'electronic nicotine delivery systems (ENDS). E-cigarettes are also called vaping devices. They could contain e-liquids and a miscellaneous group of devices that allow users to inhale an aerosol containing nicotine, flavorings, and other spices. Various flavors, such as mint, menthol, chocolate, cola, bubble gum, fusions of other fruits, and flavoring ingredients are attracting many consumers to adopt them. The Middle East and Africa E-cigarettes Market is segmented by Product into E-cigarette Devices and E-liquid Devices. Based on Distribution Channel, the market is segmented into offline and online channels. Based on Geography, the market is segmented into South Africa, Nigeria, Kenya, Egypt, the United Arab Emirates, and the Rest of Middle East and Africa. The report offers market size and forecasts for the e-cigarettes market in value (USD million) for all the above segments.
| By Product Type | E-cigarette Devices |
| E-liquid Devices | |
| By Distribution Channel | Offline Channel |
| Online Channel | |
| Geography | South Africa |
| Nigeria | |
| Kenya | |
| Ghana | |
| United Arab Emirates | |
| Egypt | |
| Rest of Middle East & Africa |
By Product Type
| E-cigarette Devices |
| E-liquid Devices |
By Distribution Channel
| Offline Channel |
| Online Channel |
Geography
| South Africa |
| Nigeria |
| Kenya |
| Ghana |
| United Arab Emirates |
| Egypt |
| Rest of Middle East & Africa |
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Middle East Africa E-Cigarette Market Research FAQs
How big is the Middle East & Africa E-Cigarettes Market?
The Middle East & Africa E-Cigarettes Market size is expected to reach USD 152.12 million in 2025 and grow at a CAGR of 18.20% to reach USD 350.98 million by 2030.
What is the current Middle East & Africa E-Cigarettes Market size?
In 2025, the Middle East & Africa E-Cigarettes Market size is expected to reach USD 152.12 million.
Who are the key players in Middle East & Africa E-Cigarettes Market?
British American Tobacco, Joyetech Changzhou Electronics Co., VIP Electronic Cigarettes, Philip Morris Products S.A. and Aspire are the major companies operating in the Middle East & Africa E-Cigarettes Market.
What years does this Middle East & Africa E-Cigarettes Market cover, and what was the market size in 2024?
In 2024, the Middle East & Africa E-Cigarettes Market size was estimated at USD 124.43 million. The report covers the Middle East & Africa E-Cigarettes Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Middle East & Africa E-Cigarettes Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Middle East Africa Vape Industry Report
The Middle East & Africa E-Cigarettes market is on a trajectory of significant growth, driven by heightened consumer awareness of the health risks associated with traditional smoking and a surge in demand for alternative smoking options such as e-cigarettes. This region is witnessing a diversification in e-cigarette flavors, from menthol to exotic fruit blends, attracting a wide consumer base. Notable advancements in retail strategies, including the expansion into organized retail and enhanced online sales platforms, are improving product accessibility and choice across hypermarkets and specialized online stores. Across the Middle East & Africa, the increased penetration of e-cigarettes in retail channels, coupled with strategic marketing and distribution efforts, has simplified the acquisition of these products, fostering remarkable market growth. As the market continues to expand, e-cigarettes are becoming increasingly available through various retail formats and online platforms, indicating a rapid expansion in market size and consumer adoption across the region. For detailed industry insights and a market forecast, a free report from Mordor Intelligenceā¢ is available for download.
