Global E-Cigarette Market by Type (Disposable, Rechargeable, Modular), By Region and Forecast 2020 to 2030

The global e-cigarette market size was valued at USD 14.53 billion in 2017. The global e-cigarette market is driven by the shift in consumer preference for the less harmful alternative in the form of electronic cigarettes as compared to regular smoking.

Electronic cigarettes or e-cigarettes are battery operated devices which emit doses of vapour nicotine, or non-nicotine solutions for inhalation. The main of such cigarettes is to simulate the sensation of tobacco smoke, but without the smoke. E-cigarettes are marketed as an aid to reduce or quit smoking completely. E-cigarettes have become more popular than tobacco cigarettes. The electronic cigarettes have surpassed the tobacco products and have become the most commonly used nicotine product, especially among the teenagers. The most predominant among the global e-cigarette market trends is its inexpensiveness as compared to the regular pack of cigarettes. For instance, a pack a day smoke can save approximately USD 1,200 per year by switching to the lower costing e-cigarettes. This is mainly driving the global e-cigarettes market size.

The size of the global market for E-Cigarette is expected to reach USD 182.84 billion by 2030, expanding at a compound annual growth rate (CAGR) of 30.0 %.

The market for e-cigarette witnessed a tremendous growth post 2000. The main factors which have driven the sales of electronic cigarettes globally are affordability of e-cigarettes, elevated advertising and promotional activities, and enforcements of smoking ban at public places. The use of e-cigarettes have majorly risen as the use of traditional cigarettes have started witnessing a rapid decline among both adolescents and the adults.

The rapidly expanding global e-cigarette market size can be attributed to the marketing of e-cigarettes as a less harmful alternation to tar-burning cigarettes. However, in a recent study held in 2017 by the American Journal of Medicine reported that non-smoking adults were four times likely to start smoking cigarettes after the use of e-cigarettes for about 18 months. However, to tackle this problem, the manufacturers of e-cigarettes are taking measures such as mandatory age limit for purchasing e-cigarettes. For instance, Juul, a U.S. based e-cigarette maker, do not sell to users below 21 years and refrains from marketing to teenagers. Furthermore, the company also pledged USD 30 million to campaign against underage use. Such initiatives are expected to sustain the market growth during the forecast period.

The global e-cigarette market size is dominated by the modular type e-cigarettes as it offers greater customization, and has overtaken rechargeable models as the most preferred type of device. Modular e-cigarettes can be refilled by the user, but it also allows the user to regulate the power from the batteries to the atomizer. The modular type overshadowed rechargeable and disposable type, garnering more than 60% of the global e-cigarette market share.

As e-cigarettes have started to bypass many health risks associated with tobacco smoking, and have offered a healthier alternative to cigarettes as compared to the conventional forms of nicotine intake. However, the risk of youngsters and teenagers getting addicted to this product is an issue of growing concern among health associations across the globe. Therefore, governments have taken actions such as preventing access by youths, regulation of marketing, and educational initiatives targeting the youths and the young adults.

North America generated the largest revenue in the global e-cigarette market with revenues exceeding USD 6 billion in 2017. The U.S. e-cigarette market constituted the largest share in this region with almost 90% market share. U.S. imported nearly USD 342 million worth e-cigarettes in 2016 from 41 countries, and China accounted for nearly 91% of the total imports. This huge demand for e-cigarettes can be attributed to the large working population present in the U.S. who are switching to less harmful electronic cigarettes in an attempt to reduce or completely quit ta-burning cigarettes. Furthermore, the excessive marketing activities is also playing a major in driving the demand for e-cigarettes in this region. The manufacturers spent approximately USD 759 million on smokeless tobacco advertising and promotional activities.

 E-Cigarette Market Scope

Key segments of the global e-cigarette market

Type Overview (USD Billion)

• Disposable
• Rechargeable
• Modular

Regional Overview, (USD Billion)

• North America
  • U.S.
  • Rest of North America
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Rest of Europe
• Asia-Pacific
  • China
  • Japan
  • India
  • Southeast Asia
  • Rest of Asia Pacific
• Middle East & Africa
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa
• Latin America
  • Brazil
  • Rest of Latin America