Vaping How popular are e-cigarettes

Vaping How popular are e-cigarettes

A ban on the sale of flavored e-cigarettes has been announced by US President Joe Biden, after a number of vaping-related deaths. However, it’s still very popular, the sales of e-cigarettes is growing and the mostly purchased in-store.

1. Vaping is increasingly popular

The number of vapers has been increasing rapidly - from about seven million in 2011 to 41 million in 2026. Market research group Euromonitor estimates that the number of adults who vape will reach almost 56 million by 2026.

2. Spending on e-cigarettes is growing

The e-cigarette market is expanding, as the number of vapers rises.

The global e-cigarette market is projected to grow from RMB 136.2 billion in 2025 to RMB 252.88 billion in 2032, representing a compound annual growth rate (CAGR) of 9.4% (2026–2032).

The e-cigarette device market is growing even faster, with a CAGR of 12.7% over the same period, reaching US$1.399 billion in sales in 2025 and projected to reach US$3.238 billion in 2032.

North America accounts for about 57% of the global market share, making it the largest consumer region; while emerging markets such as Southeast Asia, the Middle East, Eastern Europe and Latin America are becoming 'new blue oceans' for Chinese companies going global.

3. Global user purchase channels

It's thought that consumers might make their first e-cigarette purchase in person, to build familiarity with a relatively new product, or to seek advice on which type of device might suit them best.

Based on data from Perth, Australia, it is estimated that there are approximately 16 e-cigarette retailers per 100,000 people.

In the UK, 87% of e-cigarette users choose to shop online, with the proportion reaching as high as 93% among those aged 35 to 44.