Electronic cigarettes (E-cigarettes) in the U.S. - statistics & facts
With its (to-be-proven) promise of a safer alternative to traditional smoking and the appeal of customizable vaping experiences, the electronic cigarette market in the United States (U.S.) has experienced significant changes, capturing the attention of both consumers and investors alike.
Major players in the market include Vuse (owned by British American Tobacco), JUUL Labs, and NJOY, each holding significant shares of the market. While Vuse currently is the market leader, JUUL Labs has managed to maintain an important position despite public scrutiny and some regulatory challenges – the Food and Drug Administration banned JUUL devices in the U.S. between June 2022 and 2024.
Initially mostly used among young adults, particularly those aged 18-24, vaping has also found its way to high school: approximately 10 percent of high school students reported using e-cigarettes in 2023, a share that has been fluctuating highly over the years. As such, concerns about youth vaping have prompted stricter regulations and age verification processes to prevent underage access.
Despite these challenges, the demand for e-cigarettes continues to rise, fueled by perceptions of reduced harm, the variety of flavors, and the social aspects of vaping. As the market evolves, understanding consumer preferences and behavior will be vital for companies looking to thrive in this competitive landscape.
The players behind the smoke of the U.S. vaping market
The U.S. e-cigarette market has seen substantial financial growth, with revenues reaching over eight billion U.S. dollars in 2023. This rapid expansion can be attributed to the increasing popularity of vaping products among both former smokers and new users.Major players in the market include Vuse (owned by British American Tobacco), JUUL Labs, and NJOY, each holding significant shares of the market. While Vuse currently is the market leader, JUUL Labs has managed to maintain an important position despite public scrutiny and some regulatory challenges – the Food and Drug Administration banned JUUL devices in the U.S. between June 2022 and 2024.
A new era of nicotine consumption?
The consumer base for e-cigarettes in the United States is diverse, spanning various age groups and demographics, and flavored e-liquids remain a crucial factor driving consumer interest, with fruit, menthol, and dessert flavors being the most popular.Initially mostly used among young adults, particularly those aged 18-24, vaping has also found its way to high school: approximately 10 percent of high school students reported using e-cigarettes in 2023, a share that has been fluctuating highly over the years. As such, concerns about youth vaping have prompted stricter regulations and age verification processes to prevent underage access.
Despite these challenges, the demand for e-cigarettes continues to rise, fueled by perceptions of reduced harm, the variety of flavors, and the social aspects of vaping. As the market evolves, understanding consumer preferences and behavior will be vital for companies looking to thrive in this competitive landscape.
