E-Cigarettes - Worldwide

  • Worldwide
  • The E-Cigarettes market is projected to generate a revenue of €24.1bn in 2024.
  • It is anticipated to experience an annual growth rate of 4.15% (CAGR 2024-2029) on a global scale.
  • Among all countries, in the United States leads in terms of revenue generation, with an estimated revenue of €8,185m in 2024.
  • Considering the total population, the per capita revenue generated in 2024 amounts to €3.70.
  • This indicates the average revenue each individual contributes to the market in the Worldwide.
  • Despite increasing regulations in many countries, the e-cigarette market in the United States continues to thrive, fueled by a growing number of young adult consumers.

Key regions: Worldwide, Germany, Russia, China, Indonesia

Comparaison de régions

Analyst Opinion

Over the past decade, the E-Cigarettes segment has emerged as one of the fastest-growing segments in the Tobacco Products market, mainly owing to the younger generations. One reason for this is that e-cigarettes are perceived as reduced-risk products. In fact, in the Statista Global Consumer Survey conducted in early 2022, 27% of Millennial / Generation Y respondents in the U.S. stated that they used e-cigarettes, compared to an overall average of 19%. Similarly, the survey revealed that 17% of the Millennial / Generation Y population in Japan smoked e-cigarettes, compared to an overall average of 14%. The reasons most frequently cited by respondents for smoking e-cigarettes include lower pricing of e-cigarettes in comparison to other tobacco products and the availability of a wide variety of flavors.

One other reason for the market’s growth has been the growing acceptance of e-cigarettes in countries where these products were initially banned. The UAE, for instance, lifted the ban on e-cigarettes in 2019, and Egypt followed suit in 2021. Moreover, some countries, such as New Zealand and Denmark, are planning to curb the sales of traditional cigarettes in the medium term, a move which augurs well for the E-Cigarettes market.

Additionally, product launches, such as the V-Nix Vape Pen and the ANYX GO, which are marketed as sustainable vaping devices, are likely to further drive the market.

Juul, Vuse, blu, Logic, and NJOY are among the most popular brands in this segment.


Data coverage:

The data encompasses B2C enterprises. Figures are based on consumer spending on E-Cigarettes.

Modeling approach:

The segment size is determined through a bottom-up approach. In order to analyze the markets, we use annual financial reports of the market-leading companies and industry associations, trade data, national statistical office data, third-party studies and reports, survey results from our primary research (e.g., the Statista Global Consumer Survey), as well as performance factors. In addition, we use relevant key market indicators and data from country-specific associations, such as smoking rates, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques, such as the S-curve function and exponential trend smoothing. The selection of forecasting techniques is based on the behavior of the relevant market.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). GCS data is reweighted for representativeness.

Vue d’ensemble

  • Revenue
  • Key Players
  • Analyst Opinion
  • Sales Channels
  • Global Comparison
  • Methodology
  • Key Market Indicators
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