1. Market Research
  2. > Consumer Goods Market Trends
E-cigarette Market - Growth, Trends, COVID-19 Impact and Forecasts (2021 - 2026)

E-cigarette Market - Growth, Trends, COVID-19 Impact and Forecasts (2021 - 2026)

  • September 2021
  • 131 pages
  • ID: 6155627
  • Format: PDF
  • Mordor Intelligence LLP


Table of Contents

Search Inside

The global e-cigarette market was valued at USD 18,907.79 million in 2020 and is projected to grow at a CAGR of 16.90 % over the forecast period (2021-2026).

Regular smoking is linked to severe diseases. COVID-19 is a new disease impacting the tobacco and e-cigarette market, as many countries are starting to come to terms with the fact that smokers are 14 times more likely to die of COVID-19. The World Health Organization also issued guidelines indicating the health risks linked to the consumption of e-cigarettes and vapes, which were perceived as less harmful to health as compared to traditional tobacco. Furthermore, various studies depict that people using vapes are five to seven times more likely to get infected by novel COVID-19 than people who do not use vape. This is largely because smoking impairs lung function, making it difficult for the body to fight off COVID-19 and other diseases. Tobacco is also a major risk factor for non-communicable diseases, like cardiovascular disease, cancer, respiratory disease, and diabetes, which put people in critical conditions, with higher risks for developing severe illness when affected by COVID-19.

Over the medium term,there has been rising awareness regarding the health hazards associated with smoking. This resulted in high demand for alternatives to traditional cigarettes, such as e-cigarettes. ?Furthermore, rechargeable e-cigarettes have been well received by consumers, aided by their higher levels of flexibility, as compared to their single-use counterparts. As disposable e-cigarettes offer cost-effective solutions to the new range of consumers who are looking to test e-cigarettes, the rechargeable e-cigarettes heavily outweigh the cost difference, in the long-term. ?The growth opportunity for the sales of e-cigarettes through online channels forced online vendors to improve purchase processes, in terms of security and reliability, which, in turn, propelled the demand for these products. Moreover, key players are adopting online retail strategies to reduce costs and increase their margins. ?As a part of the strategic expansion, prominent players, such as Philip Morris Products SA, British American Tobacco PLC, and Japan Tobacco Inc., are launching new products in the e-cigarette market to gain dominance. ?With the growing popularity of vaping devices, flavor and fragrance vendors are introducing a wide variety of e-liquids to attract consumers. Different flavors, such as menthol, mint, chocolate, cola, bubble gum, and fusions of other fruits and flavoring substances, are luring a large number of consumers to adopt these e-cigarette devices.Tobacco manufacturers have been focusing on technological developments and innovation in order to attain an edge over their competitors. The above-mentioned factors persuaded vendors to heavily invest in technology.

Key Market Trends

Rise in Demand For Flavored E-Cigarattes

The rise in e-cigarette use is likely because of the recent popularity of e-cigarettes offerings in a wide variety of flavors and in different shapes like a USB flash drive, such as JUUL. Evolving consumer taste is driving diversity in e-liquid flavors across the world, with tobacco, botanical, and fruit flavors being the most popular. These products can be used discreetly, have high nicotine content, and come in flavors that are highly appealing to the youth. Compared to adults, a larger proportion of adolescents prefer fruit, alcohol, and other-flavoured e-liquids.

Flavors range from simplistic menthol and cinnamon, and sweet varieties, such as chocolate and vanilla, to complex flavors that are formed by mixing different varieties in fixed compositions. Customization in flavors is also a recently evolving trend, in many markets. Vaping company, Kwit Stick, introduced a new micro USB-recharging vaporizing pen, that comes with a starter kit containing the pen device, charging cable with all four flavor pods, and a syringe bottle to aid with refills. High street selling flavors, such as tiramisu and champagne, are also helping the market to grow significantly

North America holds Largest Market Share

The United States Food and Drug Administration (FDA) classifies e-cigarettes and other electronic nicotine delivery systems (ENDS) as tobacco products, except in cases when they are marketed as drugs, devices, or combination products. Additionally, in 2018, FDA had issued warnings to restrict e-liquid brands whose packaging resembles food or beverage products, especially the ones resembling candy or juice boxes that are appealing to children. Youth in the United States, are the major consumers of e-cigarettes. The Centre for disease control and prevention (CDC) reported In 2020, 3.6 million U.S. middle and high school students used e-cigarettes in the past 30 days, including 4.7% of middle school students and 19.6% of high school students. This represents a decrease from 2019. E-Cigarettes held the major share of tobacco products, and currently, more than 3,000 e-cigarette flavors are available in the US market, and a number of flavors are being introduced into the market every year. Nicotine-free e-liquids generate smoother vapes than other variants. Additionally, professional vapers, who perform at several events and involve in chain vaping for practice, consider nicotine-free vaping as the best alternative to traditional vaping. However, studies conducted by the American Physiological Society (APS) and FDA proved that vaping could be dangerous, even when it is nicotine-free. Flavoring agents used in caramel, vanilla, and cinnamon are identified to be harmful to a type of white blood cell called macrophage. Such derivations are leading to regulatory measures, which is expected to be a major restraint to all the e-liquids alike. Thus, nicotine-free flavors are expected to emerge as a potential factor for the growth of e-cigarettes market in the region.

Competitive Landscape

The e-cigarette market is moving toward a competitive market scenario, as the intensity of competitive rivalry has been on the rise over the past few years, owing to the multiple numbers of large and established organizations that have entered the market. Product innovation and development are the most adopted strategies by the players operating in the market studied. With the increasing number of health-conscious consumers worldwide, major players are adopting various strategies to draw consumers’ attention by introducing various products with new technological advancements. Increasing firm concentration ratio and advertising expenses by companies are also heightening the competition. Key players operating in the market study are Philip Morris International, Imperial Brands PLC, Shenzhen Joye Technology Co Ltd, etc.

Reasons to Purchase this report:

The market estimate (ME) sheet in Excel format
3 months of analyst support

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 150+ Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

ReportLinker may already be registered as a supplier with your company. If you want to Order by PO, check with us first and we'll let you know if we are a registered supplier and what the vendor number is. Otherwise, we'll provide you with the necessary information to register ReportLinker as a vendor.

Ahmad helps you find the right report:

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

  • How we can help
    • I am not sure if the report I am interested in will fulfill my needs. Can you help me?
    • Yes, of course. You can call us at +33(0) 4 37 65 17 03 or drop us an email at [email protected] to let us know more about your requirements.
    • We buy reports often - can ReportLinker get me any benefits?
    • Yes. Set up a call with a Senior Research Advisor to learn more - [email protected] or +33(0) 4 37 65 17 03.
    • I have had negative experiences with market research reports before. How can you avoid this from happening again?
    • We advise all clients to read the TOC and Summary and list your questions so that we can get more insight for you before you make any purchase decision. A research advisor will accompany you so that you can compare samples and reports from different sources, and choose the study that is right for you.

  • Report Delivery
    • How and when I will receive my Report?
    • Most reports are delivered right away in a pdf format, while others are accessed via a secure link and access codes. Do note that sometimes reports are sent within a 12 hour period, depending on the time zones. However, you can contact us to escalate this. Should you need a hard copy, you can check if this option is offered for the particular report, and pay the related fees.
  • Payment conditions
    • What payment methods do you accept?
      1. Credit card : VISA, American Express, Mastercard, or
      2. You can download an invoice to pay by wire transfer, check, or via a Purchase Order from your company, or
      3. You can pay via a Check made out in US Dollars, Euros, or British Pounds for the full amount made payable to ReportLinker
    • What are ReportLinker’s Payment Terms?
    • All payments must normally be submitted within 30 days. However, you can let us know if you need extended time.
    • Are Taxes and duties included?
    • All companies based in France must pay a 20% tax per report. The same applies to all individuals based in the EU. All EU companies must supply their VAT number when purchasing to avoid this charge.
    • I’m not satisfied. Can I be refunded?
    • No. Once your order has been processed and the publisher has received a notification to send you the report, we cannot issue any refund or cancel any order. As these are not ‘traditional’ products that can be returned, reports that are dispatched are considered to be ‘consumed’.
  • User license
    • The license that you should acquire depends on the number of persons that need to access the report. This can range from Single User (only one person will have the right to read or access the report), or Department License (up to 5 persons), to Site License (a group of persons based in the same company location), or Corporate License (the entire company personnel based worldwide). However, as publishers have different terms and conditions, we can look into this for you.
Purchase Reports From Reputable Market Research Publishers

Global E-Cigarette Market (by Segment, Composition, Distribution Channel & Region): Insights & Forecast with Potential Impact of COVID-19 (2021-2025)

  • $ 1800
  • September 2021
  • 120 pages

The global e-cigarette market is expected to reach US$84.43 billion in 2025, progressing at a CAGR of 17.65%, over the period 2021-2025. Growth in the e-cigarette market has accrued due to the changing ...

  • World
  • Electronic Cigarette
  • Industry analysis
  • Smoking Prevalence
  • Tobacco Price

Tobacco Alternatives Market, Q2 2020 $ 1450 September 2020


Reportlinker.com © Copyright 2021. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.

Make sure you don’t miss any news and follow us on