Exploring the global rise of vaping: Top 10 e-cigarette using countries, market size, production insights (China), and regulatory landscape.

From a niche invention to a multi-billion dollar global industry, electronic cigarettes (e-cigarettes or vapes) have dramatically reshaped nicotine consumption habits worldwide in just over two decades. The journey began with a patent for a similar device in the US back in 1930, but it wasn’t until 2003 that Chinese pharmacist Hon Lik, a heavy smoker himself seeking a safer alternative, developed the first commercially successful model. This innovation sparked a global phenomenon, leading to a diverse array of products – from simple vape pens to sophisticated heating devices and a seemingly endless variety of e-liquid flavors – encouraging many smokers to switch and, controversially, attracting new users, including non-smokers and youth.

As of 2024, the number of e-cigarette users worldwide was estimated at a staggering 114 million, a significant leap from approximately 82 million in 2021, according to the Global State of Tobacco Harm Reduction (GSTHR). This rapid adoption underscores the profound impact vaping has had on public health landscapes, consumer behavior, and regulatory debates across the globe.

The E-Cigarette Market: A Booming Global Enterprise

The financial scale of the e-cigarette market is immense and continues to expand. Market research firm Statista reported the global market size reached approximately $24.6 billion in 2024, with revenues projected to climb to $27.2 billion in 2025. Looking further ahead, EMARC Group forecasts the market could reach an impressive $41.6 billion by 2033, growing at a Compound Annual Growth Rate (CAGR) of 5.4% between 2025 and 2033.

Several factors fuel this explosive growth:

• Targeted Marketing: Aggressive marketing campaigns, particularly on social media platforms, have played a significant role in popularizing vaping, often with a strong appeal to younger demographics.
• Perceived Cost Savings: In many markets, vaping can be perceived as less expensive over time compared to the continuously rising prices of traditional cigarettes, although this varies greatly by product type and regional taxation.
• Belief in Reduced Harm: A widespread perception exists among many users that e-cigarettes are significantly less harmful to health than combustible tobacco. This belief, supported by some public health bodies like Public Health England (now OHID), which famously stated vaping is around 95% less harmful than smoking, has encouraged many smokers to switch.
• Flavor Variety and Customization: The vast array of e-liquid flavors and customizable devices offers a sensory experience that many find more appealing than traditional cigarettes.

Indeed, a Statista Global Consumer Survey in early 2022 found that 27% of US millennial respondents reported using e-cigarettes, highlighting the product’s strong penetration in younger adult demographics. Despite ongoing health debates and concerns raised by medical studies about potential long-term risks, the popularity of these products, especially among young people, remains undeniable.

China: The Engine Room of Global Vape Production

The global vaping industry is overwhelmingly powered by Chinese manufacturing. According to Reuters and Tobacco Reporter, China produces an estimated 90% of the world’s vaping devices. The city of Shenzhen is the undisputed epicenter of this industry, often described as the “vaping capital of the world.”

Chinese manufacturers have increasingly focused on exporting their products. In 2024, China’s e-cigarette exports were valued at approximately $11 billion, with over 90% of its production destined for international markets. The United States is the largest single export market, accounting for 36% ($3.7 billion) of these exports, followed by the United Kingdom ($1.2 billion), South Korea ($717 million), and Germany ($677 million). While Chinese exports peaked at nearly $19 billion in 2021, they have seen some decline due to tightening global regulations and import restrictions in various countries.

Interestingly, China’s domestic e-cigarette market faces strict regulation. In 2021, the State Tobacco Monopoly Administration (STMA) imposed significant controls, including licensing requirements for production and sales, and a hefty 36% excise tax on manufacturing. Chinese authorities have also banned flavored e-cigarettes domestically, a move some analysts suggest came after vaping began to significantly threaten sales of traditional cigarettes, which generate enormous revenue (around $200 billion annually) for the state-run China National Tobacco Corporation. China remains home to approximately 300 million traditional cigarette smokers, according to the World Health Organization (WHO).

Global Hotspots: Where is Vaping Most Popular?

While vaping is a global phenomenon, certain regions and countries exhibit particularly high usage rates and market penetration.

• North America: This region, particularly the United States, holds the largest share of the global e-cigarette market. The US has a relatively permissive (though increasingly complex) regulatory framework that allows for the sale and consumption of many vaping products, contributing to its high user numbers.
• Europe: Europe is the second-largest market, with countries like the United Kingdom, France, and Germany being major contributors. Government policies in these nations, often incorporating harm reduction principles, have generally allowed the sale of e-cigarettes, leading to significant adult uptake, often as a smoking cessation tool.
• Asia: Despite production dominance by China, user patterns in Asia are mixed. Countries like Indonesia, South Korea, and Japan show considerable popularity and market growth for e-cigarettes and heated tobacco products.

Top 10 E-Cigarette-Using Countries: A Closer Look

Pinpointing exact rankings can be challenging due to varying survey methodologies and data collection periods. However, based on data from sources like Research and Markets, Statista, GSTHR, and country-specific health surveys, the following nations consistently appear among those with high e-cigarette prevalence (note: precise ranking order can fluctuate):

1. Indonesia: Several studies highlight Indonesia as having one of the highest e-cigarette usage rates globally. A 2023 study indicated 25% of participants had tried e-cigarettes, while another Statista report suggested a user rate as high as 32% among consumers surveyed, often placing it at the top of such lists.
2. United States: The US market remains one of the largest. Adult e-cigarette use increased from 4.5% in 2019 to 6.5% (around 17 million people) in 2023, with the highest rates among young adults (21-24 years old at 15.5%), according to the National Center for Health Statistics.
3. United Kingdom: The UK has actively promoted vaping as a smoking cessation tool. In 2024, an estimated 5.6 million adults vaped, equating to about 11% of the adult population – the highest recorded rate for the country, as reported by The Independent, citing ASH data.
4. France: E-cigarette use has grown significantly. The GSTHR reported approximately 3.8 million users in 2023 (around 7% of adults). Daily use rose from 2.5% in 2016 to 5.5% in 2022, with continued growth.
5. Germany: Germany is a major European market with an estimated 5 million regular e-cigarette users. Studies show a 38% increase in use between 2016 and 2023, with a notable rise in disposable vape use, particularly among young women who may also smoke cigarettes.
6. Australia: Despite strict regulations (nicotine vapes require a prescription), data from the 2022-2023 National Drug Strategy Household Survey showed a dramatic increase in adult e-cigarette use. Daily users rose from around 100,000 (0.5%) in 2016 to approximately 700,000 (3.5%) in 2022-2023.
7. South Korea: This nation is a significant and growing market. Data from the Korea Centers for Disease Control and Prevention indicated adult e-cigarette use rose from 5.1% in 2019 to 8.1% in 2023, coinciding with a decline in traditional smoking rates.
8. Russia: E-cigarette use is on an upward trend. A 2023 survey revealed 21% of respondents used e-cigarettes exclusively, with another 16% using both e-cigarettes and traditional cigarettes. The market size was projected to grow substantially.
9. Brazil: Despite a long-standing national ban on the sale and import of e-cigarettes, Brazil has seen a surge in use, with an estimated 2.9 million users. This highlights the challenges of enforcing prohibition and the growth of illicit markets.
10. Japan: While combustible cigarette use remains prevalent, Japan has shown significant interest in alternatives, particularly heated tobacco products. The e-cigarette market (including HTPs) was estimated at $1.18 billion in 2023 and is projected for strong future growth.

The Regulatory Maze and Future Outlook

The global rise of vaping has been met with a complex and often conflicting patchwork of regulations. The WHO has urged governments to treat e-cigarettes similarly to traditional tobacco and ban all flavors. However, as of 2024, the GSTHR reported that approximately 54% of adults globally (3.1 billion people) have legal access to e-cigarettes, while 36% (2 billion people) live in countries where they are prohibited, and 10% (610 million people) reside in countries with no specific legislation.

This regulatory divergence reflects ongoing debates about harm reduction, youth protection, and the role of e-cigarettes in public health. As the market continues to evolve, driven by innovation, consumer demand, and shifting policy landscapes, the global picture of vaping will undoubtedly continue to change. Understanding these trends is crucial for public health officials, policymakers, industry stakeholders, and consumers alike.