Biggest Vaping Countries: Surprising Leaders in the Global Market

It’s not what you think. The biggest vaping countries aren’t always the ones you expect. While the U.S. and the U.K. dominate many headlines when it comes to tobacco and nicotine-related products, other nations have quietly become some of the largest consumers of vaping products. And it’s not just about consumption—policy, culture, and economics play major roles in shaping the vaping landscape.

A Global Phenomenon Grows

Vaping has skyrocketed globally over the last decade. What started as an alternative to smoking has evolved into a multi-billion dollar industry. According to Global Data, the number of vapers worldwide is expected to reach over 82 million by 2025, up from 68 million in 2021. But where are most of these vapers located? The answer is more complex than you might think.

The Unexpected Players

Countries like China, which is often seen as a major exporter of e-cigarettes, also has a substantial vaping market domestically. Despite stringent regulations, China has an estimated 7.7 million vapers as of 2023. That might not sound like much when compared to its population, but the sheer volume of manufacturing that takes place in China fuels the domestic market. China’s relationship with vaping is a paradox—both the world’s largest manufacturer and an increasingly significant consumer.

Meanwhile, Russia stands out as another large vaping country. With an estimated 4 million vapers, Russia has been slowly loosening its policies on e-cigarettes despite its historical stance against tobacco. This shift has opened the doors to a rising vaping population, especially among younger demographics who see vaping as a more socially acceptable alternative to traditional cigarettes.

Then there’s Malaysia, which has a booming vaping culture, despite local controversies around regulation. With an estimated 1.1 million vapers, Malaysia is one of Southeast Asia’s leaders in this industry. The interesting part? The country's vaping population is driven by a mix of cultural acceptance and limited government control, allowing the industry to thrive.

Data Speaks: Top 10 Vaping Countries

Country	Estimated Vaping Population (2023)
United States	15.5 million
United Kingdom	3.6 million
China	7.7 million
Russia	4 million
France	3 million
Germany	2.5 million
Philippines	1.7 million
Malaysia	1.1 million
Indonesia	1 million
Poland	1 million

The United States and the United Kingdom: Powerhouses

Unsurprisingly, the United States still dominates the global vaping market. With 15.5 million vapers as of 2023, it's a juggernaut in terms of both market size and consumer numbers. This is despite heavy regulation in certain states like California and Massachusetts. Interestingly, in states like Florida and Texas, vaping continues to flourish, creating a dual narrative within the country itself.

The United Kingdom comes in strong as well, with 3.6 million vapers. The U.K. has been at the forefront of vaping as a smoking cessation tool, with Public Health England famously declaring it 95% less harmful than smoking. This progressive stance has contributed to the U.K.'s sizable vaping population.

Beyond the Numbers: Policy Impact

Vaping policies around the world are far from uniform. Countries like Australia have incredibly strict vaping laws, making it nearly impossible to obtain e-cigarettes without a prescription. In contrast, New Zealand takes a more liberal stance, encouraging vaping as a less harmful alternative to smoking.

India banned e-cigarettes outright in 2019, a decision that shocked many in the global vaping community. With India’s population, the potential market was massive, but concerns over youth uptake and nicotine addiction led the government to take this extreme step.

However, Mexico reversed its vaping ban in 2023, which led to a surge in the country's vaping market. This kind of regulatory pendulum swing is common in many nations as they struggle to balance health concerns with consumer demand.

Cultural Factors: Why Some Countries Vape More

Culture plays a surprisingly large role in how vaping is perceived and adopted. In Japan, for example, the country has been slow to adopt vaping due to cultural stigma around smoking alternatives, despite being a nation where tobacco use is historically common.

In contrast, France has embraced vaping culture more readily, in part due to the country’s long history with tobacco and the government’s push to reduce smoking rates. France’s 3 million vapers make it one of the largest markets in Europe.

The Youth Factor

One of the most pressing issues globally is the rise of vaping among younger populations. In the United States, over 20% of high school students have tried vaping, according to the CDC. The situation is similar in Germany and Poland, where e-cigarettes are becoming increasingly popular among younger demographics, sometimes even more than traditional tobacco.

Vaping's Future: Where Is the Market Headed?

The future of vaping is undoubtedly global, but the question remains: where is the market going? In countries like China and Russia, where the population is still largely untapped, there's significant room for growth. Meanwhile, more developed markets like the U.S. and the U.K. are likely to see slower growth due to existing saturation and increased regulation.

However, the real potential lies in Africa and Latin America, where vaping is still in its nascent stages. With populations that are becoming more urbanized and health-conscious, these regions could become the next major battlegrounds for vaping companies looking to expand their reach.

Africa’s urban population is expected to reach 590 million by 2040, making it a prime target for vaping industries looking to capture new markets. However, the challenge will be navigating complex regulatory environments, where many countries still grapple with fundamental public health concerns like tobacco addiction.

Conclusion: The Global Vape Race

The vaping landscape is more complex and global than many assume. While countries like the U.S. and U.K. dominate in sheer numbers, emerging markets in Asia, Eastern Europe, and potentially Africa will shape the future of the industry. With billions of dollars at stake and shifting regulatory landscapes, the question is not if vaping will continue to grow, but where it will grow the most.

Expect the unexpected, because the biggest vaping countries tomorrow might be very different from those leading today.