Middle East & Africa E-Cigarettes Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Middle East & Africa E-cigarettes Market is segmented by product into e-cigarette devices and e-liquid devices, and by distribution channel into the offline channel and online channel. A geographical analysis of the top six markets in the region is also provided in the report.

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2020
CAGR: 9.74 %
Fastest Growing Market - by Segment: E-liquid Devices

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Market Overview

Middle East & Africa E-cigarettes Market is forecasted to reach USD 485 million by 2025 growing at a rate of 9.74% during the forecast period.

Over the past few years, there has been a rising awareness regarding the health hazards associated with smoking. This has resulted in high demand for alternatives to traditional cigarettes, like e-cigarettes. 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 2025, 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, are luring a large number of consumers to adopt these e-cigarette devices. Tobacco manufacturers are focusing on technological developments and innovation, in order to attain an edge over the competitors. This has persuaded vendors to heavily invest in technology

Scope of the Report

E-cigarettes are also called vaping devices. They could contain e-liquids and can also include a miscellaneous group of devices that allow users to inhale an aerosol, which contains nicotine, flavorings, and other spices. Various types of flavors, such as mint, menthol, chocolate, cola, bubble gum, fusions of other fruits and flavoring ingredients are attracting a large number of consumers to adopt them.

E-cigarette Devices
E-liquid Devices
Distribution Channel
Offline Channel
Online Channel
South Africa
Rest of Middle East & Africa

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Key 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 the hypermarket, supermarket, 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. Now, 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 is driving the faster adoption of the product, resulting in healthy market growth.


Egypt Dominates the Market

Vaping is a modern trend, but even new vapes have their roots in ancient history. Egypt is known for its ancient vaping techniques, such as heating herbs and oils on hot stones to vape. According to ‘The Egyptian Journal of Hospital Medicine’, in 2016, a study was conducted in Egypt, and the results of the study showed that 57.5% of the respondents were aware of e-cigarettes. Among those who know about e-cigarettes, 41.6% believed that e-cigarettes help smoking cessation and 31.9% believed that 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 the smokers. Intellicig is one of the largest electronic cigarette manufacturer in the Egyptian market and the only company that offers its clients, after-sale service and care.


Competitive Landscape

British American Tobacco Plc. held the largest market share of the overall e-cigarette market in 2017 and strengthened its position with the acquisition of Reynolds American Inc. However, the Competition Commission blocked British American Tobacco (BAT) SA’s plans to expand into e-cigarettes in SA, with the acquisition of the Twisp, a vaping company, and has prevented the deal on the grounds that it would substantially lessen competition, impacting the company’s position. The company is subject to significantly increased competition, with Phillip Morris International, joining the vaping trend and encouraging smokers to switch to new generation devices that were claimed to be healthier in some regions. Over the past decade, Marlboro, one of the leading cigarette brands,  invested USD 4.5 billion in R&D, in order to develop advanced technology. The firm has also filed patents, with more than 3,400 granted and over 5,000 pending.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

    3. 4.3 Market Restraints

    4. 4.4 Porter Five Forces Analysis

      1. 4.4.1 Bargaining Power of Suppliers

      2. 4.4.2 Bargaining Power of Buyers

      3. 4.4.3 Threat of New Entrants

      4. 4.4.4 Threat of Substitute Products and Services

      5. 4.4.5 Degree of Competition


    1. 5.1 Product

      1. 5.1.1 E-cigarette Devices

      2. 5.1.2 E-liquid Devices

    2. 5.2 Distribution Channel

      1. 5.2.1 Offline Channel

      2. 5.2.2 Online Channel

    3. 5.3 Geography

      1. 5.3.1 South Africa

      2. 5.3.2 Nigeria

      3. 5.3.3 Kenya

      4. 5.3.4 Ghana

      5. 5.3.5 Egypt

      6. 5.3.6 Rest of Middle East & Africa

  6. 6. Competitive Landscape

    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 British American Tobacco

      2. 6.3.2 Joyetech Group

      3. 6.3.3 VIP Electronic Cigarettes

      4. 6.3.4 Philip Morris International Inc.

      5. 6.3.5 Aspire

      6. 6.3.6 KangerTech

      7. 6.3.7 RITCHY GROUP

      8. 6.3.8 Innokin Technology

      9. 6.3.9 Ecigs Solutions Ltd

      10. 6.3.10 Intellicig Inc.


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Frequently Asked Questions

The Middle East & Africa E-Cigarettes Market market is studied from 2016 - 2026.

The Middle East & Africa E-Cigarettes Market is growing at a CAGR of 9.74% over the next 5 years.

The Middle East & Africa E-Cigarettes Market is valued at E-liquid Devices in 2026.

British American Tobacco, Joyetech Changzhou Electronics Co., VIP Electronic Cigarettes are the major companies operating in Middle East & Africa E-Cigarettes Market.

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