E-CIGARETTE AND VAPE MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024-2031)

E-cigarette and Vape Market Size and Trends

The Global E-cigarette and Vape Market is estimated to be valued at USD 29.96 Bn in 2024. The market is expected to reach USD 155.65 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 26.5% from 2024 to 2031.

Key Takeaways of the E-cigarette and Vape Market:

• The disposable segment is expected to account for 45.1% of the market share in 2024
• The open segment is expected to capture 54.6% of the market share in 2024, driven by its high customization capabilities
• The offline segment is expected to hold 53.4% share of the market in 2024
• North America is projected to lead the global market with a 40.5% share in 2024, followed by the Asia Pacific region, which is expected to hold a 29.8% share

Market Overview:

The market has witnessed tremendous growth in the last few years due to the increasing number of people switching from conventional cigarettes to e-cigarettes and vapes. These products are considered a less harmful alternative to traditional tobacco products and their use has grown rapidly across both developed and developing nations. The growing health concerns related to smoking traditional cigarettes and increasing promotion of e-cigarettes and vapes as a cleaner alternative is expected to drive the market growth during the forecast period. With technological advancements and innovation, manufacturers are introducing new products with varied nicotine levels, flavors, and designs to attract more customers. However, the lack of regulations in some regions such as Africa and concerns around the long-term health impacts of e-cigarettes use can hamper the market growth.

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Key Developments:

• In June 2023, Altria Group, Inc., a leading U.S.-based tobacco company, acquired NJOY Holdings, Inc., a prominent vaping company. Altria plans to market NJOY’s innovative e-vapor products through its subsidiary, NJOY, LLC, while leveraging the extensive distribution network of the Altria Group Distribution Company. This acquisition aligns with Altria's strategy to expand its smoke-free product portfolio.
• In June 2023, Imperial Brands plc, a U.K.-based multinational tobacco company, entered the U.S. oral nicotine market by acquiring nicotine pouches from TJP Labs. Through its U.S. division, ITG Brands, Imperial Brands introduced 14 distinct pouch variants that had shown strong consumer acceptance during testing. TJP Labs, known for its innovation in nicotine delivery systems, highlighted its commitment to harm reduction by offering flexible and diverse options to consumers.
• In October 2022, Altria Group partnered with JT Group (Japan Tobacco Group), a leading global tobacco company headquartered in Japan, to establish a joint venture. This collaboration focuses on marketing and selling heated tobacco stick products in the U.S. market. The joint venture aims to accelerate the development and global commercialization of smoke-free products, reflecting both companies’ commitment to harm reduction strategies.
• In July 2022, BAT, a leading British multinational tobacco and nicotine products company, launched Glo Hyper X2, the latest addition to its rapidly growing heated tobacco product line. The product was introduced in Tokyo, Japan, featuring an innovative barrel-shaped design and consumer-centric enhancements, based on insights gathered from user feedback. This launch underscores BAT’s focus on innovation in the smoke-free product segment.

Top Strategies Followed by Global E-cigarette and Vape Market Players

• Established Players: Leading companies in the global e-cigarette and vape market heavily rely on extensive research and development to innovate high-performance products. They dedicate significant financial resources to expanding scientific knowledge and developing cutting-edge technologies.
  • For instance, Juul Labs invested over US$ 12 Bn in 2019 towards enhancing nicotine delivery methods, device designs and strengthening safety standards. Such large-scale R&D spending allows big players to accelerate the pace of innovation and stay ahead of competitors.
• Mid-Level Players: Medium-sized companies offering e-cigarette and vape products target price-sensitive consumers with affordable, quality offerings. They focus on strategic cost management during production to maintain competitive pricing. Some establish local manufacturing plants in low-cost regions for raw materials and equipment. Outsourcing certain operations helps optimize expenditure. Additionally, mid-tier players collaborate with small startups offering complementary technologies. This enables them to integrate advanced features without heavy independent R&D investment.
• Small-Scale Players: Emerging small companies compete by catering to niche customer segments ignored by prominent brands. They develop products with unique selling points like innovative accessory options, exotic flavors or customizable devices. Some specialize in premium, artisan products targeting aficionados. Others introduce specialized product lines for seasoned users seeking new experiences.

Emerging Startups - Global E-cigarette and Vape Industry Ecosystem

• Innovative Technologies: Startups like Vapor Innovations are developing advanced vaporizing technologies for heating tobacco and botanical extracts. Their smart sensor vaporizers allow precise temperature control via custom mobile apps. Data analytics tools provide health insights to users. Such innovations could influence user preferences, encouraging adoption of safer alternatives to traditional cigarettes.
• Sustainable Solutions: EcoSmart focuses on sustainability with compostable e-cigarette products made from agricultural waste. Their pods are plastic-free with batteries encased in wooden frames. Partnerships allow industry players to adopt EcoSmart technologies, reducing environmental impact. Alternative startups also use natural and recycled materials for components.