Italy’s Vape Market Hits €750M in 2025 Amid New Rules

Italy e-cigarette liquid flavor tax stamp

In 2025, the electronic cigarette is no longer a marginal phenomenon in Italy but a consolidated reality. The numbers are clear: at least three million people in Italy now vape regularly, and this figure continues to grow. The market has become a significant part of the urban landscape, with the discreet puffs of vapor now a common sight in parks, outside venues, and at traffic lights.

The user profile has become more defined, with young adults aged 18 to 34 being the predominant demographic. However, it’s not uncommon to see more mature individuals who have switched from traditional cigarettes to this technological alternative. Vaping has seamlessly integrated into daily routines, becoming an automatic gesture for many. Beyond regular users, the number of occasional vapers, often drawn by curiosity or social influence, is also on the rise. The device itself is evolving from a simple consumption tool into a customizable, aesthetic, and identity-forming object.

The Italian e-cigarette market has surged past €750 million in value, showing no signs of slowing down, with a remarkable 29% growth in the last year alone. This expansion continues despite new regulations, such as a ban on the online sale of nicotine-containing e-liquids, which have reshaped the commercial landscape. While the online sales channel has been significantly impacted, physical retailers like tobacconists and specialized vape shops have adapted, expanding their offerings and reinventing their business models. Consumers have also adjusted, with some shifting to disposable products, others to nicotine-free flavors, or seeking alternative purchasing channels.

The entire supply chain – from small businesses and importers to designers of artisanal mods – remains highly active. Every new regulation sends a shockwave through the industry, and every trade conference serves as a barometer for its health. The growth is fueled by the fact that vaping today is not just about consumption; it’s a gesture, a style, and a niche that sets trends.

Looking ahead, the vaping sector in 2025 resembles volcanic terrain: seemingly stable on the surface but with underlying shifts signaling change. The initial boom is transforming into a phase of consolidation. The market is becoming less naive, more technical, and more selective. Large companies are leveraging predictive marketing analytics, while smaller producers are carving out niches with sophisticated, high-design products for an increasingly demanding audience. Technology continues to advance, with more compact devices, integrated software, and personalized tracking and dosage functions entering the market. The future points towards a more strategic and less improvised industry, continually adapting to new rules and consumer preferences.

Matthew Ma
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