The vape market, in 2019, has grown so rapidly to $11.8 billion worth. It is expected to continue growing to $36.8 billion by 2024. According to the investigation, Euro-America is the major destination of e-cigarettes’ export. Despite a decline, the USA maintains the largest market with a proportion of 32.3 %.

Meanwhile, exports to the EU, the UK and Russia increased by 1.9 times, 1.9 times and 2.7 times respectively, with a total proportion of 40.9 %. There is a rapid growth in European market, especially the UK, Germany, France and Italy. The UK excises zero consumption tax on e-cigarette and relatively loose restriction on taste.

There are also some insiders suggest that opportunities for e-cigarette lie in Europe. The use of e-cigarettes among European adults is only 2.9 %, and is expected to reach 3.7 % in 2025. What’s more, most European countries regard e-cigarette as a tool to quit smoking. E-cigarettes are also sold well offline stores like convenience shops and gas stations.