GITNUXREPORT 2025

Vape Industry Statistics

Vaping market exceeds $21 billion with youth, flavors, and health concerns.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

About 10% of adults in the U.S. have ever used an e-cigarette

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The U.S. youth e-cigarette use rate was approximately 11.3% among high school students in 2022

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Young adults aged 18-24 are the largest demographic group among e-cigarette users

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The average number of puffs per e-cigarette session is approximately 160

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The most popular e-liquid nicotine strength is 3-6 mg/ml, preferred by about 35% of users

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The average age of first e-cigarette use in the U.S. is 16 years old

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Approximately 85% of e-cigarette users in the U.S. are also current smokers of traditional cigarettes

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The most common reason for vaping among youth is to try to quit smoking, at 48%

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Over 40% of adult vapers in the U.S. use e-cigarettes every day

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The percentage of vapers who are former smokers is about 65%, indicating their use as a cessation tool

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According to surveys, about 60% of adult vapers prefer nicotine salts over freebase nicotine

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The use of flavored e-cigarettes among youth increased by 25% from 2020 to 2022

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Nearly 40% of adult e-cigarette users report vaping as a substitute for smoking combustible cigarettes

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In Europe, the UK has the highest e-cigarette usage rate among adults, estimated at 6.7%

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Over 50% of adult vapers in the U.S. have attempted to quit smoking using e-cigarettes

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The percentage of high school students who have ever tried vaping is approximately 30.5%

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In 2022, about 20% of youth e-cigarette users reported using flavored products daily

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The average lifespan of a disposable e-cigarette device is roughly 300 puffs, which typically lasts about a week for regular users

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Approximately 80% of youth who vape started with flavored products, according to recent studies

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In 2023, an estimated 13.6 million adults in the U.S. used e-cigarettes

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The average battery life of modern pod vapes is around 300-400 mAh, providing enough power for multiple sessions per day

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Nearly 70% of adult vapers report vaping in indoor public places, including workplaces and restaurants

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The percentage of vapers using nicotine salts increased from 25% in 2020 to over 60% in 2023

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Approximately 65% of youth who vape have tried flavored products at least once

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Vape-related lung injury cases in the U.S. peaked in September 2019 with over 2,800 cases

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The average nicotine concentration in adult e-liquid consumption is approximately 4.4 mg/mL

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The most common reason adults cite for vaping is related to smoking cessation, at 60%

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The number of vaping-related hospitalizations in the U.S. was 2,785 between 2019 and 2020, with the majority linked to THC and vitamin E acetate

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The global e-cigarette market was valued at approximately $21.3 billion in 2022

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The U.S. vaping market is projected to reach $31.4 billion by 2025

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The number of vape shops in the U.S. surpassed 8,500 in 2022

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The majority of e-liquid sales occur online, accounting for approximately 55% of total sales

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The average price of a disposable vape in the U.S. is around $8.50

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The global cannabis vaping market was valued at approximately $3.2 billion in 2022

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The majority of vape product sales are dominated by a few key companies, including JUUL, Vuse, and Blu, accounting for over 70% of market share

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E-cigarette advertising spending in the U.S. reached approximately $118 million in 2022

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The number of global vape shops is expected to grow at an annual rate of 9.2% from 2023 to 2028

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The European e-cigarette market is projected to reach €7.54 billion by 2028, with a CAGR of 12.1%

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The global market for cannabis vaping products is expected to grow at a CAGR of 14.5% from 2023 to 2028, reaching $5.8 billion

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There are over 510 unique e-liquid flavors available on the market

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Nicotine salts make up roughly 62% of the U.S. vaping market

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Disposable e-cigarettes constitute approximately 30% of the U.S. e-cigarette market in 2023

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The most common device type among vapers is the pod system, used by about 55% of users

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A survey found that 45% of adult vapers prefer menthol or mint flavors

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The average cost of e-liquid per milliliter in the U.S. is around $0.50-$1.00, depending on brand and nicotine strength

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The number of patents related to vaping technology has increased by 150% over the past five years, indicating rapid innovation

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The primary reason cited for vaping among adults is flavor availability, at 65%

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The average retail price of a new open-system vape device is approximately $35, with premium models costing over $60

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Tax revenue from e-cigarettes in the U.S. exceeded $1.7 billion in 2022

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The number of e-cigarette-related FDA enforcement actions increased by 40% between 2020 and 2022

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The U.S. e-cigarette tax rate varies significantly by state, ranging from $0.02 to $0.60 per milliliter of e-liquid

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The U.S. FDA has approved certain vaping products as modified risk tobacco products, allowing them to claim reduced harm

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Key Highlights

The global e-cigarette market was valued at approximately $21.3 billion in 2022
The U.S. vaping market is projected to reach $31.4 billion by 2025
About 10% of adults in the U.S. have ever used an e-cigarette
There are over 510 unique e-liquid flavors available on the market
The U.S. youth e-cigarette use rate was approximately 11.3% among high school students in 2022
Nicotine salts make up roughly 62% of the U.S. vaping market
The number of vape shops in the U.S. surpassed 8,500 in 2022
Young adults aged 18-24 are the largest demographic group among e-cigarette users
The average number of puffs per e-cigarette session is approximately 160
The most popular e-liquid nicotine strength is 3-6 mg/ml, preferred by about 35% of users
Vape-related lung injury cases in the U.S. peaked in September 2019 with over 2,800 cases
The average age of first e-cigarette use in the U.S. is 16 years old
Approximately 85% of e-cigarette users in the U.S. are also current smokers of traditional cigarettes

With the global e-cigarette market soaring to over $21 billion in 2022 and projected to reach $31 billion in the U.S. alone by 2025, the rapidly evolving vaping industry continues to captivate millions—especially young adults—fueling debates over health, regulation, and innovation.

Consumer Demographics and Usage Patterns

About 10% of adults in the U.S. have ever used an e-cigarette
The U.S. youth e-cigarette use rate was approximately 11.3% among high school students in 2022
Young adults aged 18-24 are the largest demographic group among e-cigarette users
The average number of puffs per e-cigarette session is approximately 160
The most popular e-liquid nicotine strength is 3-6 mg/ml, preferred by about 35% of users
The average age of first e-cigarette use in the U.S. is 16 years old
Approximately 85% of e-cigarette users in the U.S. are also current smokers of traditional cigarettes
The most common reason for vaping among youth is to try to quit smoking, at 48%
Over 40% of adult vapers in the U.S. use e-cigarettes every day
The percentage of vapers who are former smokers is about 65%, indicating their use as a cessation tool
According to surveys, about 60% of adult vapers prefer nicotine salts over freebase nicotine
The use of flavored e-cigarettes among youth increased by 25% from 2020 to 2022
Nearly 40% of adult e-cigarette users report vaping as a substitute for smoking combustible cigarettes
In Europe, the UK has the highest e-cigarette usage rate among adults, estimated at 6.7%
Over 50% of adult vapers in the U.S. have attempted to quit smoking using e-cigarettes
The percentage of high school students who have ever tried vaping is approximately 30.5%
In 2022, about 20% of youth e-cigarette users reported using flavored products daily
The average lifespan of a disposable e-cigarette device is roughly 300 puffs, which typically lasts about a week for regular users
Approximately 80% of youth who vape started with flavored products, according to recent studies
In 2023, an estimated 13.6 million adults in the U.S. used e-cigarettes
The average battery life of modern pod vapes is around 300-400 mAh, providing enough power for multiple sessions per day
Nearly 70% of adult vapers report vaping in indoor public places, including workplaces and restaurants
The percentage of vapers using nicotine salts increased from 25% in 2020 to over 60% in 2023
Approximately 65% of youth who vape have tried flavored products at least once

Consumer Demographics and Usage Patterns Interpretation

Despite 10% of U.S. adults having tried e-cigarettes and an alarming 11.3% of high school students vaping in 2022, the industry's appeal to young, flavor-loving starter smokers—many of whom turn to vaping to quit traditional cigarettes—raises questions about whether e-cigarettes are the ultimate cessation tool or a new generation's gateway to nicotine addiction.

Health and Safety Concerns

Vape-related lung injury cases in the U.S. peaked in September 2019 with over 2,800 cases
The average nicotine concentration in adult e-liquid consumption is approximately 4.4 mg/mL
The most common reason adults cite for vaping is related to smoking cessation, at 60%
The number of vaping-related hospitalizations in the U.S. was 2,785 between 2019 and 2020, with the majority linked to THC and vitamin E acetate

Health and Safety Concerns Interpretation

While vaping may promise a smoke-free future, the 2019 lung injury surge and lingering health risks underscore that sometimes, the best cessation tool is simply quitting altogether.

Market Size and Valuation

The global e-cigarette market was valued at approximately $21.3 billion in 2022
The U.S. vaping market is projected to reach $31.4 billion by 2025
The number of vape shops in the U.S. surpassed 8,500 in 2022
The majority of e-liquid sales occur online, accounting for approximately 55% of total sales
The average price of a disposable vape in the U.S. is around $8.50
The global cannabis vaping market was valued at approximately $3.2 billion in 2022
The majority of vape product sales are dominated by a few key companies, including JUUL, Vuse, and Blu, accounting for over 70% of market share
E-cigarette advertising spending in the U.S. reached approximately $118 million in 2022
The number of global vape shops is expected to grow at an annual rate of 9.2% from 2023 to 2028
The European e-cigarette market is projected to reach €7.54 billion by 2028, with a CAGR of 12.1%
The global market for cannabis vaping products is expected to grow at a CAGR of 14.5% from 2023 to 2028, reaching $5.8 billion

Market Size and Valuation Interpretation

With over $21.3 billion in 2022 and a projected U.S. market of $31.4 billion by 2025, the vaping industry continues to puff up its profits, while online sales and a handful of giants like JUUL dominate the landscape, making it clear that in this high-stakes cloud competition, a few players hold most of the vapor.

Product Types and Flavors

There are over 510 unique e-liquid flavors available on the market
Nicotine salts make up roughly 62% of the U.S. vaping market
Disposable e-cigarettes constitute approximately 30% of the U.S. e-cigarette market in 2023
The most common device type among vapers is the pod system, used by about 55% of users
A survey found that 45% of adult vapers prefer menthol or mint flavors
The average cost of e-liquid per milliliter in the U.S. is around $0.50-$1.00, depending on brand and nicotine strength
The number of patents related to vaping technology has increased by 150% over the past five years, indicating rapid innovation
The primary reason cited for vaping among adults is flavor availability, at 65%
The average retail price of a new open-system vape device is approximately $35, with premium models costing over $60

Product Types and Flavors Interpretation

With over 510 flavors fueling a rapidly innovating market that heavily favors nicotine salts and pod systems—especially menthol and mint—vaping continues to thrive as a diverse, flavor-driven industry where consumers prioritize variety and affordability amid a boom in technological patents.

Regulatory and Taxation Insights

Tax revenue from e-cigarettes in the U.S. exceeded $1.7 billion in 2022
The number of e-cigarette-related FDA enforcement actions increased by 40% between 2020 and 2022
The U.S. e-cigarette tax rate varies significantly by state, ranging from $0.02 to $0.60 per milliliter of e-liquid
The U.S. FDA has approved certain vaping products as modified risk tobacco products, allowing them to claim reduced harm

Regulatory and Taxation Insights Interpretation

Amidst a $1.7 billion revenue boom, a 40% spike in enforcement actions, and a patchwork of state taxes, the evolving landscape of e-cigarettes balances lucrative industry growth with ongoing regulatory recalibration—highlighting a paradox where innovation and oversight must vape in tandem.