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The U.S. e-cigarette market is expected to grow at a CAGR of 18.3% during the forecast period with its market size predicted to reach USD 20.5 billion by 2030. Increasing awareness among consumers regarding the harmful effects of smoking, easy availability of e-cigarettes through supermarkets and vape shops, established e-commerce industries, technological advancements for product innovation, and high prevalence of smoking-related diseases are the major factors leading to the high demand for e-cigarettes in the U.S. market.

The high prevalence of smoking and related diseases increased the demand for e-cigarettes in the U.S.

The high prevalence of the smoking-related disease in the U.S. leads to initiatives to curb smoking use. As manufacturers have been promoting e-cigarettes as a better alternative to smoking, the initiatives would create traction for the e-cigarettes. According to the Centers for Disease Control and Prevention (CDC), cigarette smoking is the leading cause of preventable disease and death in the U.S., accounting for more than 480,000 deaths every year, or about 1 in 5 deaths. In 2017, around 34.3 million adults in U.S. were smokers. These figures illustrate the increasing need for initiatives and alternatives to smoking. E-cigarette manufacturers have long promoted e-cigarettes as smoking cessation, which is anticipated to drive the market in the coming years.

Cig-a-like holds the largest share of the U.S. e-cigarette market

Based on product the market is categorized into cig-a-like, vaporizer, and vape mode. Of all the products, Cig-a-like accounted for almost half of the revenue generated by the market players in 2018. The comparatively lower cost of these e-cigarettes makes them a popular choice among consumers. The highest growth in the demand for the vape mod has been observed over the last five years which is anticipated to remain the highest among all e-cigarette products during the forecast period. Cig-a-like e-cigarette market is further segmented into disposable and rechargeable cig-a-like. Among the two types, the market size for disposable cig-a-like is larger across the globe. The vaporizer market is categorized into open-tank and closed-system vaporizers.

U.S. E-Cigarette Market Segmentation and Key Players

Browse Market Insight and In-depth TOC on "U.S. E-Cigarette Market – Analysis and Forecast (2025-2030)"

Based on distribution channels, the e-cigarette market is subdivided into supermarkets, online, vape shops, and tobacconists. In 2022, the majority of e-cigarettes were distributed through vape shops, and the trend is anticipated to remain the same during the forecast period.

Key players may face challenges after the FDA reviews the e-cigarettes

Owing to the reported harmful effects of e-cigarettes in some states of the U.S., industry players may face stringent regulations against the promotion and distribution of e-cigarettes in the country. This will lead to more investment by industry players in developing harmless e-cigarettes and producing better-quality products.

Some of the key players operating in the U.S. e-cigarette market are Turning Point Brands, Inc. (International Vapor Group), British American Tobacco plc, VMR Products LLC, Altria Group Inc., Japan Tobacco Inc., Philip Morris International Inc., Imperial Brands plc, Njoy, Inc., Cigavette and FIN Branding Group LLC.

U.S. E-Cigarette Market Coverage

Product Insight and Forecast 2025-2030

• Cig-A-Like
  • Disposable
  • Rechargeable
• Vaporizer
  • Open Tank
  • Closed System
• Vape Mod

Distribution Channel Insight and Forecast 2025-2030

• Vape Shops
• Supermarkets
• Online
• Tobacconists