United States E-cigarettes Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

United States E-cigarettes Market is Segmented by Product (Completely Disposable Model, Rechargeable but Disposable Cartomizer, and Personalized Vaporizer), Battery Mode (Manual E-cigarettes, and Automatic E-cigarettes), and Distribution Channel (Offline Retail, and Online Retail). The report offers market size and forecasts in value (USD million) for the above segments.

Market Snapshot

Study Period: 2016-2027
Base Year: 2021
CAGR: 11.6 %

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Market Overview

The United States e-cigarettes market is expected to register a CAGR of 11.6% during the forecast period (2022-2027).

According to the World Health Organization, the risk of getting affected by the Covid-19 virus was more prominent in smokers than the non-smokers. Alongside, a study conducted by Gaiha University suggested that almost 56.4% young American population reported a change in their usage of e-cigarettes during the onset of the pandemic. Furthermore, one-third of youth quit vaping, and another one-third reduced their use of e-cigarettes. The remaining youth either increased their use or switched to other nicotine or cannabis products, thereby decreasing the sales of e-cigarettes in the market.

With the high popularity of e-cigarettes among the youth population and the rapid expansion of vape shops throughout the country, the penetration of e-cigarettes in the United States is incredibly high. People are increasingly using E-cigarettes or electronic nicotine delivery systems (ENDS) as a substitute for smoking traditional cigarettes or recreational purposes. Due to the growing health concern over conventional tobacco-based cigarettes, the e-cigarette market has witnessed significant growth over the past decade.

E-cigarettes were introduced as an alternative to traditional cigarettes. In 2021, World Health Organization informed that tobacco kills more than 8 million people yearly. More than 7 million of the above deaths are caused by direct tobacco use, while 1.2 million death of non-smokers results from second-hand smoke. The country owns the largest e-cigarette distribution network for sale. However, the new taxation rules on e-cigarettes among the states of the country will be potential threats to market growth during the forecast period.

Scope of the Report

Electronic cigarettes or e-cigarettes, an alternative to tobacco cigarettes, have recently gained popularity. E-cigarettes are sophisticated mechanical devices designed to deliver the same highly addictive nicotine in tobacco cigarettes, eliminating some of the harmful effects of tobacco smoke. The United States E-cigarettes market is segmented based on product, battery mode, and distribution channel. Based on product, the market is segmented as a completely disposable model, rechargeable but disposable cartomizers, and personalized vaporizers. Based on battery mode, the segmentation is done as automatic e-cigarettes and manual e-cigarettes. Further, the market is divided into offline and online retail channels based on distribution channels. For each segment, the market sizing and forecasts have been done based on value (in USD million).

By Product
Completely Disposable Model
Rechargeable but Disposable Cartomizer
Personalized Vaporizer
By Battery Mode
Automatic E-cigarettes
Manual E-cigarettes
By Distribution Channel
Offline Retail
Online Retail

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Key Market Trends

Increasing Health Concern Among Smoking Population Drives The Market

The increasing cases of tobacco-related cancer in the United States, where most cases are related to cigarette smoking. For instance, in 2020, the American Cancer Society stated that 20% of all cancer in the United States is caused by smoking tobacco. This has resulted in the public looking for alternatives for substituting or quitting cigarettes. Health concerns related to smoking have drastically increased in the last few years as many government and individual organizations prioritize this issue. Moreover, smoking is linked to a higher risk of dementia and cognitive impairment in the elderly. It can also be associated with an increased risk of hearing changes, cataracts, decreased abilities, and macular degeneration. The usage of e-cigarettes is also rising because these devices don`t use tobacco. Most of the American population is considering e-cigarettes as a gateway to quitting smoking, while some of the smoking population is shifting to an e-cigarette as an alternative to smoking. Moreover, as these products are offered in nicotine and non-nicotine forms, individuals consider them according to their preferences.

united states e-cigarettes market

Offline Retail Channels Witness High Growth in Sales

The sale of e-cigarettes through offline retail channels, including vape stores, is very prominent in the country. People prefer buying different varieties of e-cigarettes through offline channels, allowing them to choose from the different models and brands available in the market. The customers prefer making purchases from vape shops as they get numerous product options of different varieties and can also understand the products' properties. Moreover, the vape shops also prepare the mix of the liquids used in the e-cigarettes according to the customers' demands and preferences, which adds convenience to the buying process. Moreover, the government acceptance of e-cigarettes in the country further led to the marketing of the products through offline moe, thereby increasing the customer base. For instance, in 2021, the United States Food and Drug Administration permitted the marketing of a few appropriate e-cigarette products for public health protection.

united states e-cigarettes market

Competitive Landscape

The United States E-cigarettes market is highly competitive owing to many large players. The market is consolidated with the key players catering to a large portion of the market. The key players like Philip Morris International Inc., Imperial Brands PLC, Japan Tobacco Inc., British American Tobacco PLC, and Juul Labs Inc., among others, adopt different strategies to mark their position in the market. The major strategies adopted by these companies include product innovation and merger and acquisition. The key players come up with new product developments, owing to the customers' changing preferences. These companies also prefer partnerships and acquisitions, which help them expand their presence throughout the geography and their product portfolio.

Recent Development

In 2020, Aspire launched the Aspire Nautilus GT Kit, the latest box mod kit combining the Nautilus GT tank system and the new 75W Glint Mod. An ingle 18650 battery mod powers this new Nautilus GT Kit, and this mod has an OLED 0.91 screen to easily set the mod wattage.

In 2019, Altria launched the IQOS tobacco device in the United States. This device heated the tobacco rather than burning it, therein providing a nicotine kick with fewer toxins than regular smoking.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product

      1. 5.1.1 Completely Disposable Model

      2. 5.1.2 Rechargeable but Disposable Cartomizer

      3. 5.1.3 Personalized Vaporizer

    2. 5.2 By Battery Mode

      1. 5.2.1 Automatic E-cigarettes

      2. 5.2.2 Manual E-cigarettes

    3. 5.3 By Distribution Channel

      1. 5.3.1 Offline Retail

      2. 5.3.2 Online Retail

  6. 6. Competitive Landscape

    1. 6.1 Strategies Adopted by Key Players

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Philip Morris International Inc.

      2. 6.3.2 Japan Tobacco Inc.

      3. 6.3.3 Imperial Brands PLC

      4. 6.3.4 British American Tobacco PLC

      5. 6.3.5 NJOY Inc.

      6. 6.3.6 BOTS Inc.

      7. 6.3.7 JWEI Group

      8. 6.3.8 Intelligent Cigarettes

      9. 6.3.9 Juul Labs Inc.

      10. 6.3.10 Nicoventures Trading Limited

    4. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The United States E-cigarettes Market market is studied from 2016 - 2027.

The United States E-cigarettes Market is growing at a CAGR of 11.6% over the next 5 years.

Philip Morris International Inc, Imperial Brands PLC, Japan Tobacco Inc., British American Tobacco PLC, Juul Labs Inc. are the major companies operating in United States E-cigarettes Market.

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