Gitnux/Report 2026

Electronic Cigarette Industry Statistics

See what current use, youth marketing exposure, and shifting regulation add up to, from 3.7% of U.S. adults vaping now to 68% of U.S. high school students reporting they saw e-cigarette ads in 2021. Then compare the pace of expansion and oversight, with $18.5 billion the global market size in 2024 and forecasts pointing to $24.0 billion by 2030, alongside FDA PMTA deadlines and EU and UK warning rules that directly reshape what manufacturers can put on packaging.
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November 11, 2026Updated
Electronic Cigarette Industry Statistics
Stefan WendtWritten by Stefan Wendt·Edited by Samuel Norberg·Fact-checked by Rajesh Patel
Published ·Updated
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The electronic cigarette industry at a glance

The global e-cigarette and vape market was valued at $45.7 billion in 2025, while North America held 43.5% of revenue and U.S. adult e-cigarette use reached 7.0% in 2024.

$45.7B[64]
Global market size, 2025
34.1%[64]
Forecast CAGR, 2026–2033
43.5%[64]
North America share, 2025
55.9%[15]
Vuse U.S. value share, 2026
Market size
Grand View Research estimated the global e-cigarette and vape market at $45.7 billion in 2025 and $59.2 billion in 2026. Its estimate covers disposable, rechargeable and modular devices across North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa.[64]
Forecast & CAGR
The market is forecast to reach $462.1 billion by 2033, implying a 34.1% compound annual growth rate from 2026 to 2033. Grand View Research identifies Asia Pacific as the fastest-growing regional market over the forecast period.[64]
Market share & regions
North America accounted for 43.5% of global revenue in 2025, making it the largest regional market. Grand View Research also identifies the United States as the largest country market and Asia Pacific as the fastest-growing region.[64]
Segmentation
Rechargeable devices held 43.7% of global revenue in 2025, while retail stores represented 80.9% of distribution-channel revenue. Closed systems were the leading category, according to Grand View Research.[64]
Key players & concentration
In U.S. convenience-store sales, Vuse, JUUL and NJOY together represented 57.5% of the e-cigarette market in 2024, down from 65.4% in 2023. Geek Bar became the third-largest brand in 2024 with an 11.8% share.[41]
Trends, drivers & challenges
The industry is shifting toward rechargeable and closed-system products as regulators target disposable devices, youth access and waste. In the United Kingdom, the sale and supply of single-use vapes became illegal on 1 June 2025, while U.S. tracked retail channels contained 6,957 products in the six months ending 22 March 2026, including 6,548 disposables.[65][66]
Consumer behavior & competition
In the United States, 7.0% of adults used e-cigarettes in 2024, equivalent to 17.79 million adults. Usage was 14.8% among adults aged 18–24 and 11.1% among those aged 25–44; nonmetropolitan adults had the highest prevalence at 9.2%.[67][48]
M&A
M&A activity includes British American Tobacco’s August 2025 acquisition of intellectual-property rights linked to Charlie’s Holdings’ synthetic-nicotine vapor products. BAT paid $7.5 million at closing, with up to $4.2 million in contingent consideration.[44]
Regulation
The FDA stated in 2026 that 48 e-cigarettes were authorized for lawful sale in the United States, and that unauthorized products may not legally be marketed. In the United Kingdom, single-use vapes are prohibited from sale or supply from 1 June 2025.[51][65]
Latest news
British American Tobacco reported in 2026 that Vuse held 55.9% value share of U.S. closed-system vapor consumables in tracked channels, up 4.1 percentage points, while U.S. Vuse volume rose 14.9%. The FDA’s current authorization list contains 48 e-cigarettes.[15][51]

02 Ranking

Top 8 Companies in the Electronic Cigarette Industry

The leading companies in the electronic cigarette industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 11, 2026 · Next review December 11, 2026

Verdict

Thanks to Vuse holding 55.9% U.S. closed-system value share in tracked channels in 2026, British American Tobacco stands out for consumption-level reach, while Philip Morris International stands out since VEEV was available in 47 markets after continued growth in 2025.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in closed-system vapour

    British American Tobacco

    GB

    Ranked #1 · 9.3 · Closed-system vapour

    Why we picked it: It sells Vuse closed-system vapor consumables with 55.9% U.S. value share in tracked channels.

    See in ranking ↓Visit bat.com ↗

  2. Leader in rechargeable devices

    Philip Morris International

    US

    Ranked #2 · 9.2 · Rechargeable devices

    Why we picked it: It expands VEEV across 47 markets, supported by e-vapor product diagnostics using device data.

    See in ranking ↓Visit pmi.com ↗

  3. Leader in device manufacturing & atomization

    ICCPP Group

    CN

    Ranked #4 · 8.3 · Device manufacturing & atomization

    Why we picked it: Its device and atomization manufacturing reaches broad offline coverage across 70+ countries.

    See in ranking ↓Visit iccpp.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 8 companies in the electronic cigarette industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

British American Tobacco

Closed-system vapour · GB

9.3
2

Philip Morris International

Rechargeable devices · US

9.2
3

Geekvape

Rechargeable devices · CN

8.6
4

ICCPP Group

Device manufacturing & atomization · CN

8.3
5

Imperial Brands

Disposable products · GB

8.1
6

Shenzhen IVPS Technology

SMOK e-cigarette devices and global vaping products · CN

8.1
7

Altria Group

NJOY e-vapor products in the United States · US

8.1
8

JUUL Labs

JUUL closed-system e-cigarettes and pods · US

7.9

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 11, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Stefan Wendt. (2026, February 13). Top 8 companies in the electronic cigarette industry. In Electronic Cigarette Industry Statistics. Gitnux. https://gitnux.org/electronic-cigarette-industry-statistics/#top-companies

report visual · Comparison

Percentage of U.S. adults who currently used electronic cigarettes, by race and ethnicity, 2023

Other and multiple races, non-Hispanic leads with 8%.

Other and multiple races, non-Hispanic8%
White, non-Hispanic7.5%
Black, non-Hispanic5.7%
Hispanic4.4%
Asian, non-Hispanic3.4%
source-verifiedcdc.gov

04 Statistics

Technology & Innovation

Manufacturing and invention activity stays granular, from a 510-thread automated vape-cart packaging system up to 4.7 milliliters in 2026 to 11 patents issued and 1 patent pending for an IKE age-gating and authentication platform.

Automation in the electronic cigarette industry

  • 1 automated vape-cart packaging system is designed to handle 510-thread cartridges, pods, disposables and all-in-one products up to 4.7 milliliters in 2026.[1]
  • 4,500 specialized production staff support MOKI’s highly automated electronic-vapor manufacturing base, which has monthly capacity exceeding 5 million units in 2024.[2]
  • 50+ tests and adjustments are applied to each electronic cigarette during Kingzone’s manufacturing process in 2026.[3]

Digital Transformation in the consumer goods sector (sector benchmark)

  • Across consumer products, 72% of respondents identified enterprise access to real-time supply-chain analytics as an economic-value area for digitization in 2024.[4]
  • Across consumer markets, 35% of respondents said their companies had integrated digital capabilities end to end in 2026.[5]
  • Across consumer products, 67% of surveyed executives said digital transformation was necessary to compete in 2025, while 68% were investing in smart technology and automation.[6]
  • Across consumer products, 94% of surveyed supply-chain executives said they were transforming the supply-chain function in 2026.[7]

Technology Adoption in the consumer goods sector (sector benchmark)

  • Across consumer goods, 90% of leaders expected their companies to increase investment in AI agents, and 89% believed AI agents would be essential to compete within two years; 2025 industry survey.[8]
  • Across consumer packaged goods, 71% of surveyed leaders said their organizations had adopted AI in at least one business function in 2024; global CPG-leader survey.[9]
  • Across consumer packaged goods, 56% of surveyed leaders said their organizations were regularly using generative AI in 2024; global CPG-leader survey.[9]
  • Across consumer products, 66% of leaders said their organizations would increase or strongly increase artificial-intelligence investment over the next three years; survey of 505 leaders in 23 countries.[10]
  • Across consumer goods, 82% of surveyed companies were already using or planning to deploy generative AI in social-media marketing and analytics in 2024.[11]
  • Across consumer products, about 40% of executives said their companies were applying AI technologies to the business in 2025; survey of consumer-products executives.[4]

Cloud Computing in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 85.2% of those using paid cloud services used them for email in 2025.[12]
  • Across EU enterprises, 71.5% of those using paid cloud services used them for file storage in 2025.[12]
  • Across EU enterprises, 52.74% used paid cloud-computing services in 2025.[12]
  • Across EU enterprises, 30.1% of those using paid cloud services used them for enterprise-resource-planning software in 2025.[12]
  • Across EU enterprises, 71.7% of those using paid cloud services used them for office software in 2025.[12]

Big Data in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 26.20% performed analytics on transaction records such as sales or payment data in 2025.[12]
  • Across EU enterprises, 17.62% performed analytics on customer data in 2025.[12]
  • Across consumer goods, 51% identified inability to integrate data from multiple sources as their primary analytics challenge in 2025.[13]
  • Across EU enterprises, 40% performed data analytics internally or through another organization in 2025.[12]
  • Across EU enterprises, 33.02% performed data analytics using their own employees in 2025.[12]

Blockchain in the electronic cigarette industry

  • 3 years of exclusivity for age-gated nicotine-analogue products was granted to Charlie’s Holdings under its 2026 IKE licensing agreement.[14]
  • 11 patents issued and 1 patent pending cover IKE’s age-gating and authentication platform, which uses blockchain tokenization for electronic-cigarette products in 2026.[15]

IoT in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 29% used IoT devices or systems in 2021, including 48% of large enterprises and 26% of small enterprises.[12]
  • Across consumer manufacturing, IoT devices accounted for 10.3% of IT and operational-technology budgets in the surveyed benchmark.[16]
  • Across consumer manufacturing, 80% identified reduced energy and resource consumption as a leading IoT use or benefit in the surveyed benchmark.[16]
  • Across consumer manufacturing, IoT devices delivered an average 20.9% return on investment in the surveyed benchmark.[16]
  • Across consumer manufacturing, 89% identified better supply-chain management as a leading IoT use or benefit in the surveyed benchmark.[16]

05 Statistics

Data & Analytics

Device data analytics ties to service KPIs: PMI’s device-repair KPI counts refresh and repair events since 2021, with 867,000 cumulative smoke-free device refresh-and-repair events for 2024.

Data analytics in the electronic cigarette industry

  • Two categories of device data—charging patterns and usage behaviors—were used by PMI’s diagnostic tools to support device-care advice in 2024.[17]
  • Since 2021, PMI’s device-repair KPI has counted each refresh or repair event in the year when the activity occurred, including repeat servicing of the same device.[17]
  • Monthly SAP data were used by PMI to calculate the number of smoke-free devices refreshed or repaired in its 2024 KPI system.[17]
  • Three markets hosted PMI pilots of diagnostic digital tools using device charging patterns and usage behaviors to assess device condition in 2024.[17]

Data Quality in the consumer goods sector (sector benchmark)

  • Across consumer packaged goods, 22% reported that businesses lacked trust in data quality and validity in 2024.[4]
  • Across supply-management organizations, 49% rated their data quality as good or excellent in 2024.[18]
  • Across consumer packaged goods, 60% planned to increase investment in data and analytics during the following 12 months in 2024.[4]
  • Across retail and consumer goods, 26% of leaders said their data quality was poor compared with competitors in 2024.[19]

Data Governance in the consumer goods sector (sector benchmark)

  • Across supply-management organizations, 61% had a dedicated data-governance function in 2024.[18]
  • Across retail and CPG companies, 35% reported receiving inconsistent or incorrect answers to data questions in 2025.[20]
  • Across retail and CPG companies, 31% cited the lack of a corporate data strategy and semantic layer as a key challenge in 2025.[20]
  • Across retail and CPG companies, 42% identified inconsistent data quality, absent semantic layers and fragmented reporting as critical governance challenges in 2025.[20]
  • Across consumer packaged goods companies, 43% said they struggled with establishing the right level of data governance in 2024.[4]

KPIs in the electronic cigarette industry

  • 320,000 was PMI’s cumulative smoke-free electronic-device refresh-and-repair KPI for 2023.[17]
  • 99% of PMI shipment volume through indirect retail channels was covered by youth-access-prevention programs in 2024.[17]
  • 92% of PMI shipment volume was covered by markets with anti-littering programs in 2024.[17]
  • Three PMI markets generated more than 75% of annual net revenues from smoke-free products in 2023.[17]
  • Six PMI markets generated more than 75% of annual net revenues from smoke-free products in 2024.[17]
  • 867,000 was PMI’s cumulative smoke-free electronic-device refresh-and-repair KPI for 2024.[17]

06 Statistics

Strategy & Growth

Format and consumption trends persist as disposables and rechargeables trade share, with global disposable e-cigarette sales up 18.9% to 840 million units in 2024.

Growth in the electronic cigarette industry

  • Global disposable e-cigarette sales increased 18.9% to 840 million units in 2024.[21]
  • BAT reported 11.9 million adult Vapour consumers in 2024 after adding 0.1 million consumers during the year.[15]
  • BAT’s Vapour volume grew 7.0% and revenue rose 26.2% to £1.812 billion in 2023.[22]
  • BAT’s Vapour volume declined 5.9% in 2024 to 616 million units.[15]
  • Global e-cigarette sales increased 9.5% year over year to $23.04 billion in 2024.[21]
  • BAT’s Vapour revenue in the Asia-Pacific, Middle East and Africa region rose 19.6% in 2024.[15]

Differentiation in the electronic cigarette industry

  • 87.4% of mint-flavor U.S. e-cigarette units sold in 2022 had nicotine strength of at least 5%.[23]
  • 96.1% of other-flavor U.S. e-cigarette units sold in 2022 had nicotine strength of at least 5%.[23]
  • 67.7% of Southern California disposable-pod users preferred menthol flavors in a vape-shop customer study.[24]
  • 77.4% of Southern California disposable-pod users preferred mint flavors in a vape-shop customer study.[24]
  • 61.3% of tobacco-flavor U.S. e-cigarette units sold in 2022 had nicotine strength of at least 5%.[23]
  • 79.3% of menthol-flavor U.S. e-cigarette units sold in 2022 had nicotine strength of at least 5%.[23]

Mergers and acquisitions in the electronic cigarette industry

  • $2.75 billion was invested by Altria in NJOY in 2023 after Altria exited its investment in Juul.[25]
  • Altria agreed to acquire NJOY in March 2023, including NJOY ACE, an electronic cigarette product.[25]
  • iAnthus agreed in 2024 to acquire the Cheetah vape brand and related assets in Illinois’s cannabis market.[26]

Strategic partnerships in the electronic cigarette industry

  • VPR Brands granted Turning Point Brands Canada exclusive rights to distribute Honeystick vape products for 36 months beginning January 1, 2024.[15]
  • Kaival Brands and Bidi Vapor agreed in October 2024 to limit the distribution agreement’s defined products to Bidi Stick products and acrylic displays.[15]

07 Statistics

People & Workforce

Work arrangements and rollout cadence are reflected in reported hybrid preferences, including 52% of remote-capable employees working hybrid in May 2026.

Remote Work in the consumer goods sector (sector benchmark)

  • Across retail and consumer goods organizations, 23% support international hybrid remote-working assignments, according to a 2024 survey.[27]
  • Across retail and consumer goods organizations, 8% support permanent remote working arrangements, according to a 2024 international mobility survey.[27]
  • Across consumer goods companies, 69% offer some form of work-location flexibility, according to the Flex Index industry benchmark.[28]
  • Across retail and consumer goods organizations, 54% support workcations, compared with 65% across all surveyed sectors in 2024.[27]
  • Among U.S. remote-capable employees, 26% worked exclusively remotely in May 2026, while 52% worked in a hybrid arrangement.[29]

Hybrid Work in the consumer goods sector (sector benchmark)

  • Only 11% of U.S. employees benefited from a hybrid policy set jointly by their work team in May 2025.[29]
  • Among U.S. remote-capable employees, 61% preferred hybrid work in November 2025, compared with 33% preferring exclusively remote work and 6% on-site work.[29]
  • Among U.S. remote-capable employees, 34% of hybrid workers were engaged in May 2026, compared with 37% of exclusively remote workers.[29]
  • Among U.S. remote-capable employees, 52% worked hybrid in May 2026, compared with 26% exclusively remote and 22% on-site.[29]
  • Among U.S. remote-capable employees, 54% of hybrid workers were thriving in May 2026, compared with 52% of exclusively remote workers.[29]

Employee Engagement in the consumer goods sector (sector benchmark)

  • Across consumer goods and services organizations, 89% of employees agreed they knew how their work contributed to company goals in data collected from July 2025 through June 2026.[30]
  • Globally, 20% of employees were engaged in 2025, according to Gallup’s World Poll benchmark.[29]
  • Across consumer goods and services organizations, 9% of employees expected to leave within two years in data collected from July 2025 through June 2026.[30]
  • Across consumer goods and services organizations, 18% of employees were thinking of or actively seeking jobs elsewhere in data collected from July 2025 through June 2026.[30]
  • Across consumer goods and services organizations, 72% of employees were engaged in data collected from July 2025 through June 2026.[30]

Change Management in the consumer goods sector (sector benchmark)

  • Across consumer products leaders in 23 countries, 48% reported productivity benefits from digital transformation in 2025.[10]
  • Across consumer products leaders in 23 countries, 51% cited cost as a top challenge and 34% cited time to implement technology in 2025.[10]
  • Across consumer products leaders in 23 countries, 78% at digitally mature companies felt prepared for change, compared with 46% at less digitally mature organizations.[10]
  • Across U.S. employees, 25% agreed their organization effectively managed change in the 2025 Eagle Hill change-management survey.[31]
  • Across 300 senior executives at global consumer products companies, 79% expected power to shift further toward retailers over the next two to three years.[6]

08 Statistics

Customer & Sales

Brand usage tracking remains active in youth segments, including 15.2% of U.S. youth e-cigarette users reporting using Vuse in 2025.

Customer acquisition in the electronic cigarette industry

  • 15.2% of U.S. youth e-cigarette users reported using Vuse in 2025.[23]
  • 13.8% of U.S. youth e-cigarette users reported using Breeze in 2025.[23]
  • 18.1% of U.S. past-30-day youth e-cigarette users identified Blu as their usual brand in 2018.[23]
  • 18.5% of U.S. youth e-cigarette users reported using Lost Mary in 2025.[23]
  • 8.4% of U.S. past-30-day youth e-cigarette users identified Vuse as their usual brand in 2018.[23]

09 Statistics

Marketing & Brand

Digital promotions remain measurable in paid media, including 1,507,887 impressions from 13 Instagram advertisements recruiting youth who use electronic cigarettes in the United States.

Marketing in the electronic cigarette industry

  • 44.8% of 29 studies identified price promotions as an e-cigarette social-media promotional strategy during 2017–2021.[23]
  • 17.2% of 29 studies identified celebrity or influencer marketing as an e-cigarette social-media promotional strategy during 2017–2021.[23]
  • 17.2% of 29 studies identified pro-vaping communities or identities as an e-cigarette social-media promotional strategy during 2017–2021.[23]
  • 44.8% of 29 studies identified flavor promotion as an e-cigarette social-media promotional strategy during 2017–2021.[23]
  • 69% of U.S. middle- and high-school students reported exposure to e-cigarette advertising from at least one source in 2014.[32]

Digital marketing in the electronic cigarette industry

  • 13.6% of U.S. and Israeli adults reported past-month exposure to non-advertising e-cigarette content on websites in 2021.[23]
  • 25.2% of U.S. and Israeli adults reported past-month exposure to e-cigarette advertising through traditional media in 2021.[23]
  • 19.4% of U.S. and Israeli adults reported past-month exposure to non-advertising e-cigarette content on social media in 2021.[23]
  • 12.3% of U.S. and Israeli adults reported past-month exposure to non-advertising e-cigarette content in movies, television or theaters in 2021.[23]
  • 16.8% of U.S. and Israeli adults reported past-month exposure to e-cigarette advertising in retail settings in 2021.[23]

Branding in the electronic cigarette industry

  • 15.2% of U.S. youth e-cigarette users reported Vuse as a brand used in 2025.[23]
  • 20.9% of U.S. youth e-cigarette users reported Elf Bar or EBCreate as a brand used in 2025.[23]
  • 61.1% of U.S. youth e-cigarette users reported Geek Bar as a brand used in 2025.[23]
  • 13.8% of U.S. youth e-cigarette users reported Breeze as a brand used in 2025.[23]
  • 9.1% of U.S. youth e-cigarette users reported JUUL as a brand used in 2025.[23]

Social media in the electronic cigarette industry

  • 80% of advertising expenditure was allocated to Instagram in a U.S. electronic-cigarette recruitment campaign.[23]
  • 20% of advertising expenditure was allocated to Facebook in a U.S. electronic-cigarette recruitment campaign.[23]
  • 1,507,887 impressions were generated by 13 Instagram advertisements recruiting youth who use electronic cigarettes in the United States.[23]
  • 388,813 people were reached by 13 Instagram advertisements recruiting youth who use electronic cigarettes in the United States.[23]
  • 0.33 dollars was the average Instagram cost per click in a U.S. electronic-cigarette recruitment campaign.[23]

Influencer Marketing in the consumer goods sector (sector benchmark)

  • 46% of FMCG/CPG marketers had dedicated and growing creator or influencer budgets in 2026.[33]
  • 8.8% consideration lift was recorded for CPG influencer campaigns in 2025.[34]
  • 96.39% positive campaign sentiment was recorded for CPG influencer campaigns in 2025.[34]
  • 15.7% ad-recall lift was recorded for CPG influencer campaigns in 2025.[34]
  • 22.2% brand lift was recorded for CPG influencer campaigns in 2025.[34]

10 Statistics

Operations & Execution

Unit economics shift with manufacturing and distribution models, including Ispire Technology’s gross margin falling to 6.3% in the fourth quarter of fiscal 2026 from 12.3% a year earlier.

Process optimization in the electronic cigarette industry

  • 43% was Ispire Technology’s sequential revenue increase in the fourth quarter of fiscal 2026, rising from $18.7 million in the prior quarter to $26.7 million.[15]
  • 90.1% of RLX Technology’s cost of revenue came from product costs in 2024, indicating that product manufacturing and procurement were the dominant cost area in its e-vapor operations in China.[15]
  • 73.3% was the increase in RLX Technology’s net revenue, from RMB1,586.4 million in 2023 to RMB2,748.6 million in 2024, following expansion of its compliant offline distribution model.[15]
  • 6.3% was Ispire Technology’s gross margin in the fourth quarter of fiscal 2026, compared with 12.3% a year earlier, partly because of inventory impairments.[15]
  • $5.0 million was Ispire Technology’s inventory balance at December 31, 2025, down from $6.6 million at June 30, 2025, according to its interim financial statements.[15]

Operational efficiency in the electronic cigarette industry

  • 20.0 percentage points was the increase in that vaporizer company’s gross margin between 2023 and 2024.[15]
  • 16.8% was the decline in global electronic-cigarette merchandise trade value in 2024 compared with 2023, according to S&P Global trade analysis.[35]
  • 10.6% was Turning Point Brands’ increase in fourth-quarter 2024 gross profit, which reached $52.4 million.[15]
  • 12.8% was Turning Point Brands’ year-over-year increase in fourth-quarter 2024 net sales, which reached $93.7 million.[15]
  • 12.0% was Turning Point Brands’ increase in adjusted EBITDA in 2024, reaching $104.5 million across its branded consumer-products operations.[15]

Quality management in the electronic cigarette industry

  • 5,260 tonnes was the volume of nicotine liquids imported by Germany from outside the EU in 2024.[36]
  • 91% was the approximate share of 2024 third-country EU imports of nicotine liquids and electronic cigarettes originating in China, according to the cited European trade analysis.[36]
  • 30,888 tonnes was the combined volume of nicotine liquids and electronic cigarettes imported into EU countries from third countries in 2022.[36]
  • 11,763 tonnes was the volume of nicotine liquids imported by the Netherlands from outside the EU in 2024.[36]
  • 3,334 tonnes was the volume of electronic cigarettes imported by Germany from outside the EU in 2024.[36]

Supply chain in the electronic cigarette industry

  • 91% was the approximate share of EU third-country imports of nicotine liquids and electronic cigarettes supplied by China in 2024.[36]
  • 2,622 tonnes was the Netherlands’ 2024 import volume of electronic cigarettes from outside the EU.[36]
  • 0.9% was the decline in global trade value of nicotine- or tobacco-containing vape liquids in 2024 compared with 2023.[35]
  • 45,000 tonnes was the approximate quantity of nicotine liquids and electronic cigarettes imported into the EU from third countries in 2024.[36]
  • 16.8% was the decline in global electronic-cigarette merchandise trade value in 2024 compared with 2023.[35]

Outsourcing / Offshoring in the consumer goods sector (sector benchmark)

  • 63% of surveyed brand owners contract out between 10% and 49% of their business to contract packaging or manufacturing providers, in 2024.[37]
  • 67% of brand owners plan to maintain or increase their use of contract packaging or manufacturing services in the coming years, based on a 2024 survey.[37]
  • 42% of consumer packaged goods brand owners plan to increase outsourced work over the next two to three years, according to a 2026 survey.[38]
  • 30% of output is outsourced on average by brands surveyed across CPG, industrial manufacturing and pharmaceuticals in 2025.[39]
  • 25% of surveyed consumer packaged goods brands outsource none of their operations, while most others outsource between 1% and 49%, in 2026.[38]

11 Statistics

Finance & Pricing

Pricing signals show in U.S. online samples, including a $12.66 average online sales price of disposable electronic cigarettes in the United States in 2024.

Pricing strategy in the electronic cigarette industry

  • $8.99 was the median price of an e-liquid container in the U.S. online vape-shop sample collected in 2022.[40]
  • $4.45 was the 2021 inflation-adjusted average U.S. price per millilitre of e-liquid.[41]
  • 7% was the approximate decline in average online disposable electronic-cigarette prices in the United States between 2022 and 2024.[23]
  • $44.99 was the median price of a mod device in the U.S. online vape-shop sample collected in 2022.[40]
  • $12.66 was the average online sales price of disposable electronic cigarettes in the United States in 2024, down from $13.58 in 2022.[23]

Cost reduction in the electronic cigarette industry

  • 16.8% was the decrease in global electronic-cigarette merchandise trade value in 2024, potentially reducing the value of goods handled through international supply chains.[35]
  • 47.3% was that vaporizer company’s 2024 gross margin after the business-model change, compared with 27.3% in 2023.[15]
  • 28.21% was the decrease in 2024 European imports of electronic cigarettes and vaporising devices by value, indicating lower procurement spending across the covered markets.[42]
  • 32.2% was the decrease in 2024 European import tonnage of electronic cigarettes and vaporising devices across the markets covered by the GTAIC report.[42]
  • $1.6 million was Ispire Technology’s inventory impairment impact cited as a reason for its lower fourth-quarter fiscal 2026 gross margin.[15]

Profitability in the electronic cigarette industry

  • 22.4% was Turning Point Brands’ 2024 operating margin, calculated from $80.832 million of operating income and $360.660 million of net sales.[15]
  • $201.565 million was Turning Point Brands’ gross profit in 2024, compared with $182.942 million in 2023.[15]
  • 47.3% was a vaporizer company’s gross margin in 2024, compared with 27.3% in 2023.[15]
  • 73.3% was RLX Technology’s 2024 net-revenue growth, reaching RMB2,748.6 million from RMB1,586.4 million in 2023.[15]
  • 6.3% was Ispire Technology’s gross margin in the fourth quarter of fiscal 2026, down from 12.3% in the fourth quarter of fiscal 2025.[15]

Financial planning in the electronic cigarette industry

  • $37.9 million was Ispire Technology’s current accounts receivable balance at December 31, 2025.[15]
  • $2,748.6 million was RLX Technology’s 2024 net revenue, compared with RMB1,586.4 million in 2023, providing the company’s reported revenue base for planning.[15]
  • $360.660 million was Turning Point Brands’ net sales in 2024, compared with $325.064 million in 2023.[15]
  • $60 million to $80 million was Turning Point Brands’ 2025 sales guidance for its Modern Oral segment.[15]
  • $5.0 million was Ispire Technology’s inventory at December 31, 2025, a balance relevant to working-capital planning for vaporizer products.[15]

12 Statistics

Product & Service

Service and sustainability appear together through repair programs, including IQOS repairs returning more than 3,000 devices across four markets in 2024.

Product development in the electronic cigarette industry

  • 69.7% of SMOORE’s research-and-development expenditure was devoted to electronic nicotine delivery systems in 2023.[43]
  • RMB1.483 billion was SMOORE’s total research-and-development expenditure in 2023.[43]

Product lifecycle in the electronic cigarette industry

  • 48.5% of U.S. adults using battery-powered electronic nicotine products usually discarded unneeded or nonfunctional batteries in landfills in 2021.[23]
  • Only 8% of surveyed teenage and young-adult vapers sent used disposable devices to recycling facilities in 2022.[32]
  • 85.4% of U.S. adults using pod or cartridge devices usually discarded empty pods or cartridges in landfills in 2021.[23]
  • 53% of U.S. electronic-cigarette unit sales were disposable products in March 2023.[32]
  • 23.7% of U.S. adults using battery-powered electronic nicotine products usually recycled, returned or reused batteries in 2021.[23]

After-sales in the electronic cigarette industry

  • More than 3,000 IQOS devices were repaired and returned to owners in 2024 across four markets.[17]
  • Around 12,000 kilograms of carbon dioxide emissions were avoided through IQOS device repairs in 2024.[17]
  • Average Net Promoter Scores above 83 were recorded for IQOS repair services in Czechia and Slovakia as of January 2026.[17]
  • At least 85% lower carbon dioxide emissions were estimated for repairing an IQOS ILUMA device rather than buying a new one in Czechia and Slovakia.[17]
  • IQOS repair-service store visits increased 60% month over month in Slovakia during the 2024–2026 pilot.[17]

Value proposition in the electronic cigarette industry

  • USD14.0 billion was PMI’s cumulative investment behind smoke-free products from 2008 through 2024.[17]
  • 22.1 million IQOS users had completely switched from cigarettes to IQOS by the second quarter of 2024.[17]
  • Approximately 130 million consumers used PMI cigarette brands and approximately 33 million used its smoke-free products in 2023.[17]
  • 49% of PMI markets offering smoke-free products were low- or middle-income markets in 2024.[17]
  • 38.7% of PMI adjusted net revenues came from smoke-free products in 2024.[17]

13 Statistics

Sustainability & Ethics

Waste and ethics are quantified alongside climate outcomes, including PMI’s 867,000 smoke-free electronic devices refreshed or repaired cumulatively since 2021 by 2024.

Sustainability in the electronic cigarette industry

  • 867,000 PMI smoke-free electronic devices had been refreshed or repaired cumulatively since 2021 by 2024.[17]
  • BAT reduced operational waste generated by 30.4% in 2025 versus its 2017 baseline.[44]
  • BAT launched Vuse Go 2.0 in 2024 with a removable battery intended to facilitate recycling.[44]
  • 34.1 million consumers used BAT smokeless products in 2025 globally.[44]
  • 38.6 million adults used PMI smoke-free products in 2024 across 95 markets worldwide.[17]

ESG in the electronic cigarette industry

  • 88% was PMI’s employee Inclusion Index in 2024.[17]
  • 100% of PMI tobacco-farmworker groups assessed in the relevant program achieved the minimum-wage objective in 2024.[17]
  • 10 human-rights impact assessments had been completed by PMI since 2018 by the end of 2024.[17]
  • 67 out of 100 was Kumulus Vape’s ESG score in 2024, compared with a vaping-sector average of 51.[45]
  • 0.01% was PMI’s reported prevalence of child labor among contracted tobacco farmers in 2024, with all identified cases resolved.[17]

Ethics in the electronic cigarette industry

  • 76 perception and behavior studies on PMI smoke-free products had been completed since 2015 by 2024.[17]
  • 32 clinical assessment studies on PMI smoke-free products had been completed since 2015 by 2024.[17]
  • 100% of PMI identified child-labor cases among contracted tobacco farmers were resolved in 2024.[17]
  • 314 toxicological assessment studies on PMI smoke-free products had been completed since 2015 by 2024.[17]

CSR in the electronic cigarette industry

  • USD 14.0 billion was PMI’s cumulative investment in smoke-free products from 2008 through 2024.[17]
  • Around 4,250 patents relating to PMI smoke-free products had been granted in IP5 jurisdictions by 2024.[17]
  • 541 scientific publications on PMI smoke-free products had been published since 2008 by 2024.[17]
  • 6 markets generated more than 75% of PMI annual net revenue from smoke-free products in 2024.[17]

Circular economy in the electronic cigarette industry

  • Only 1% of disposable vapes returned to UK shops or household-waste centres were estimated to be actually recycled in 2023.[46]
  • 23.7% of U.S. adults who used electronic nicotine products usually recycled the batteries in 2021.[47]
  • 6.0% of U.S. adults who used disposable electronic nicotine products usually recycled the devices in 2021.[47]
  • 8% of disposable-vape users aged 15–24 in a 2022 U.S. survey sent used devices to electronic-recycling facilities.[48]
  • 7,462 tonnes of UK single-use-vape waste were discarded in bins in 2023.[49]

Carbon footprint in the electronic cigarette industry

  • PMI reduced total value-chain absolute CO2e emissions by 15% versus 2019 by 2024.[17]
  • PMI reduced its heat-not-burn category carbon footprint per average user by 7% versus 2023.[17]
  • PMI reduced direct-operations absolute CO2e emissions by 39% versus 2019 by 2024.[17]
  • 82% of PMI’s heat-not-burn product carbon footprint came from consumables in 2024.[17]
  • 26.4 kg CO2e per average user per year was PMI’s average carbon footprint for its heat-not-burn category in 2024.[17]

15 Statistics

Globalization & Expansion

Expansion coverage is tracked by consumer base and country adoption, including BAT Vapour products used by 11.9 million adult consumers in 2024.

Globalization in the electronic cigarette industry

  • 11.9 million adult consumers used BAT Vapour products in 2024, an increase of 0.1 million from 2023.[15]
  • $32.6 million, or 25.5% of Aspire’s fiscal 2025 e-cigarette revenue, came from North America.[15]
  • $12.3 million, or 9.6% of Aspire’s fiscal 2025 e-cigarette revenue, came from Asia-Pacific excluding China.[15]
  • $15.1 million, or 15.8% of Aspire’s fiscal 2026 e-cigarette revenue, came from North America.[15]
  • $10.9 million, or 11.4% of Aspire’s fiscal 2026 e-cigarette revenue, came from Asia-Pacific excluding China.[15]

Cultural adaptation in the electronic cigarette industry

  • VEEV devices and pods had been commercialized in Croatia by 2021, following the country’s 2017 launch of IQOS.[17]
  • 5,148 unique combinations of disposable-vape brand, flavor label and nicotine concentration were identified in U.S. online stores in 2024.[23]
  • 58.4% of e-cigarette users aged 18–29 in a 2024 Medina, Saudi Arabia survey preferred fruit flavors.[23]
  • VEEV was launched in Germany in April 2024 as Philip Morris’s locally introduced electronic cigarette product.[17]

Supplier management in the electronic cigarette industry

  • Aspire purchased its cannabis and tobacco vaping products from Shenzhen Yi Jia under agreements dated January 27, 2023.[15]
  • Philip Morris International had more than 21,400 tier-one suppliers globally in 2024, supporting tobacco and smoke-free products including e-vapor products.[17]

Distribution channels in the electronic cigarette industry

  • 18.1% of vapers in England bought vaping products online in April 2023, down from 33.6% in July 2021.[23]
  • 56% of respondents in an online survey bought an e-cigarette starter kit online.[46]
  • 7.5% of adults using e-cigarettes in 13 high-tobacco-burden U.S. states purchased them online in 2023–2024.[63]
  • 29% of online-purchasing consumers in a U.K. study bought e-liquids online.[46]
  • 68% of 808 adult U.S. e-cigarette users in a 2023 survey reported using e-cigarettes every day, with the study examining retail, online and social sources.[23]

Key questions about the Electronic Cigarette Industry

What is the current global market size for e-cigarettes and vape in 2025 and 2026?
The global e-cigarette and vape market was valued at $45.7 billion in 2025 and is estimated at $59.2 billion in 2026.
How fast is the market forecast to grow from 2026 to 2033?
The market is forecast to reach $462.1 billion by 2033, implying a 34.1% CAGR from 2026 to 2033.
Which companies lead the electronic cigarette industry?
Thanks to Vuse holding 55.9% U.S. closed-system value share in tracked channels in 2026, British American Tobacco stands out for consumption-level reach, while Philip Morris International stands out since VEEV was available in 47 markets after continued growth in 2025.
What technology shifts are showing up in manufacturing and product formats?
The industry is shifting toward rechargeable and closed-system products as regulators target disposable devices, with closed systems the leading category in 2025 revenue.
How concentrated is the U.S. convenience-store market by brand?
In U.S. convenience-store sales, Vuse, JUUL, and NJOY together represented 57.5% of the e-cigarette market in 2024.
What regulatory constraints frame lawful product availability in the U.S. and the UK?
In 2026, the FDA stated 48 e-cigarettes were authorized for lawful sale in the United States and unauthorized products may not be marketed. In the UK, single-use vapes are prohibited from sale or supply from 1 June 2025.
Reference

Cite This Report

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APA
Stefan Wendt. (2026, February 13). Electronic Cigarette Industry Statistics. Gitnux. https://gitnux.org/electronic-cigarette-industry-statistics
MLA
Stefan Wendt. "Electronic Cigarette Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/electronic-cigarette-industry-statistics.
Chicago
Stefan Wendt. 2026. "Electronic Cigarette Industry Statistics." Gitnux. https://gitnux.org/electronic-cigarette-industry-statistics.

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