93% of Ukraine’s Vape Market is Illegal: Kantar Study

A staggering 93.6% of the e-cigarette market in Ukraine consists of illegal products, with the segment of disposable devices and cigarettes with reusable cartridges being almost entirely non-compliant, a new study by Kantar Ukraine has revealed. The research, commissioned by major tobacco manufacturers, highlights a critical lack of control and a thriving shadow economy for vaping products in the country.

The study, conducted in July-August 2025 with 400 adult e-cigarette users, found that illegality was rampant across all product categories. Disposable e-cigarettes were 99.1% illegal, while e-cigarettes with replaceable reusable cartridges were 97% illegal. Even for systems with replaceable pre-filled disposable cartridges, 88.9% of the market was non-compliant. “In the case of electronic cigarettes, we see a record high level of illegality – over 90% of the market,” stated Kantar Ukraine analyst Tetyana Sverdlyk.

Illegality was determined by several factors. Experts noted that 61% of illegal e-cigarettes in Ukraine have non-tobacco flavors. Over a quarter of products on the market have non-compliant cartridge volumes or puff counts. At least one in five products lacks any indication of nicotine level on the packaging. Furthermore, tax stamps could only be confirmed on 50% of the products examined.

The market structure is dominated by e-cigarettes with replaceable reusable cartridges (39%) and disposable e-cigarettes (28%). Approximately a quarter of all e-cigarette purchases are made online. In the device and cartridge segment, three leading Chinese manufacturers (Smoore/Vaporesso, VapeOnly/Elf Bar, Woody Vapes/Voopoo) control two-thirds of the market. The e-liquid market has a different structure, dominated by one major player, Chaser Lab, alongside numerous local producers.

• Read more: Ukraine Proposes Full Ban on E-Cigarettes with New Law
• News source: Частка нелегального ринку електронних сигарет в Україні становить 93% – дослідження Kantar Ukraine

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.

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