The surging consciousness about environmental and human health has led to the increasing adoption of vaping products globally. The dangers of tobacco smoking have encouraged governments to undertake several initiatives aimed at creating a sustainable and greener environment, such as imposing a complete ban on tobacco smoking in specific areas. This is forcing smokers to leave the restricted areas or shift to e-cigarettes, which provide the same sensation as conventional cigarettes and do not emit tobacco smoke.

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Moreover, the easy availability of vaping devices on several distribution channels will drive the e-cigarette market at a CAGR of 9.2% during the forecast period (2020–2030). The market was valued at $15.7 billion in 2019, and it is expected to reach $39.0 billion by 2030. For instance, manufacturers of vaping products are promoting and selling their offerings through dedicated in-store hubs and kiosks at larger grocery shops and retail outlets. They are also establishing their outlets and stores to provide a vaping experience similar to that offered at a club.

Additionally, the availability of numerous flavors and fragrances is resulting in the high-volume sales of vaping devices. Different flavors, such as the fusion of fruits, cola, bubble gum, mint, chocolate, and methanol, are inspiring a large number of people, especially in the U.K., the U.S., and Canada, to adopt e-cigarettes. A key reason behind the growing popularity of such products is the availability of do-it-yourself (DIY) variants, which allow users to mix different flavors and fragrances and create a new e-juice.

The distribution channel segment of the e-cigarette market is classified into vape shop, hypermarket/supermarket, online, and tobacconist. In 2019, the tobacconist category accounted for the largest share owing to the hands-on experience provided by such settings to customers, which is why this channel is hugely popular among the young population. The online category is expected to demonstrate the fastest growth in the forecast years. Manufacturers of vaping devices are setting up online stores because they are perceived as the best platform to meet the customer demand with fewer sales and marketing barriers.