In 2024, the French e-cigarette market continued to grow, reaching an estimated turnover of €1.65 billion. This growth is driven by the increase in the number of vapers, estimated at 3.6 million, and by the continued rise in the price of traditional tobacco, with a pack of cigarettes costing an average of €11, with a projected increase to €12 in 2025.
In this context, the electronic cigarette appears to be both a more economical and more beneficial alternative. It is now widely perceived as less harmful to health than tobacco , which encourages many smokers to turn to it, in a risk reduction approach , or even gradual weaning . For many, it constitutes an intermediate step towards completely stopping smoking , by facilitating the transition without abruptly breaking with the gesture and dependence on nicotine.
Despite scientific uncertainties regarding its long-term effects , the electronic cigarette continues to attract interest from the medical community and is the subject of much research. However, the market must face increasing regulatory oversight , including the ban on disposable electronic cigarettes ("puffs") voted in February 2025, which could influence consumer behavior. Nevertheless, its adoption continues to grow , driven by innovation, new uses and the search for less harmful solutions to traditional tobacco.
Appearing in the early 2000s in China, the electronic cigarette, also called e-cigarette or vape, gradually conquered the global market before being marketed in France in 2010. Its success is based on its innovative operation, allowing users to inhale flavored vapor rather than smoking combustible tobacco.
It consists of three essential elements: a battery , which supplies the system with energy, a tank , intended to contain the e-liquid, and a resistance , which heats the liquid to produce vapor. This simple mechanism makes it possible to reproduce the gestures of the smoker while offering an alternative to tobacco.
Over the years, the market has been structured around several product categories adapted to different consumer profiles:
In addition to these devices, e-liquids play a central role in the vaping experience. They are available in a wide range of flavors and compositions, with or without nicotine, depending on individual preferences. Today, more than 7,700 flavors are available, ranging from classic tastes (tobacco, menthol) to fruity or gourmet flavors. This diversity contributes significantly to the adoption of e-cigarettes, offering a customizable experience for each vaper.
Contrary to popular belief, the main motivation for switching to e-cigarettes is not health, but cost. Indeed, 65% of vapers adopt e-cigarettes primarily to reduce their tobacco budget , while health comes in second place with 23% of motivations.
The average budget for a vaper ranges between 35 and 55 euros per month , while a typical smoker spends an average of 100 to 200 euros if he consumes half a pack per day.
That said, the health aspect also plays a key role . According to the Public Health France barometer (2017) , the electronic cigarette has allowed 700,000 French people to quit smoking . Today, 58.8% of vapers are still tobacco smokers, while 41.2% are former smokers .
In the second half of 2016, 2 million people attempted to quit smoking . Among the substitution solutions, the e-cigarette was the most popular with 26.9% of attempts , ahead of nicotine substitutes (18.3%) and help from a healthcare professional (10.4%).
The debate on the risks associated with e-cigarettes remains open. 57% of French people believe that they are less harmful than traditional cigarettes , and Public Health England claims that they are 95% less dangerous than traditional tobacco .
However, the World Health Organization (WHO) considers e-cigarettes to be "undeniably harmful" , particularly because of their effects on lung diseases.
The global e-cigarette market has experienced significant growth in recent years, with revenue estimates varying depending on the source. According to Research Nester , it was valued at $30 billion in 2023 and is estimated to have reached approximately $35 billion in 2024 , with a projection of $67 billion by 2036. This corresponds to a compound annual growth rate (CAGR) of approximately 30% over the period 2024-2036. Other analyses confirm this upward trend, estimating that global revenue exceeded $30 billion in 2024. This expansion is explained in particular by the search for alternatives to traditional tobacco, the growing appeal of vaping among young adults, and constant innovations in the sector.
The United States remains the largest e-cigarette market , with strong product adoption and a particularly diverse offering. Europe stands out for its structured regulatory framework and growing acceptance of vaping in several countries. The Asia-Pacific region, meanwhile, is showing marked growth, particularly in China , the main manufacturing center, and Japan , where technological innovation plays a key role. This distribution reflects contrasting regional dynamics, but converging towards an overall expansion of the market.
In France, the electronic cigarette has grown significantly in recent years, attracting a growing number of consumers. Today, around 3 million people vape , or 5.5% of the adult population , including 2.3 million regular users . With these figures, France is among the three largest markets in the world , alongside the United Kingdom and Malaysia .
Several factors explain this craze: the continued rise in tobacco prices, the perception of lower risk associated with vaping, and the diversity of available products. In this context, the French market is gradually taking shape, driven by a stronger presence of specialized players, dedicated stores, and a constantly evolving regulatory framework. However, the supervision of the sector remains a subject of debate , between the desire for regulation and the need to support an alternative to tobacco.
The sale and use of e-cigarettes in France are governed by a set of strict rules, stemming from national and European law. Here are the key points to remember for anyone interested in entering the sector:
This regulatory issue is all the more central given that France plays a key role in developing standards governing vaping at the European level. Advertising, sales to minors, the composition of e-liquids: all aspects are strictly monitored by the authorities, who also closely monitor studies on the long-term effects of vaping. Despite these constraints, the French market remains dynamic, driven by innovation , changing consumption habits and the growing interest of smokers wishing to turn away from tobacco.
One of the major assets of the French market lies in the quality of its e-liquids , with nearly 70% of e-liquids sold in France coming from national production . This local manufacturing meets a strong demand, with between 1,500 and 2,000 bottles sold each month . While almost all vaping devices (e-cigarettes, vaporizers or even puffs) sold in France are imported from China, the situation is very different for e-liquids.
France has established itself as one of the most dynamic countries in Europe in this sector, driven by the growth of a local industry structured around quality, traceability and safety. "Made in France" has become a strong argument for consumers , who increasingly favor products considered more reliable, better controlled and compliant with demanding health standards.
Around fifty independent laboratories are now established in the country, including Gaïatrend , a leading player in Europe, as well as Vincent dans les Vapes (VDLV), Alfaliquid, Le French Liquide and Curieux . All share the same quality requirements, with rigorously regulated manufacturing processes. French e-liquids comply with the AFNOR standard (XP D90-300), which defines strict criteria for the purity of ingredients, microbiological control, and safety of finished products. Regular laboratory tests can detect the possible presence of undesirable substances such as formaldehyde, acrolein or certain heavy metals.
The compositions are also carefully crafted: propylene glycol (PG) and vegetable glycerin (VG) serve as the base, complemented by food flavorings from the food industry, pharmaceutical-grade nicotine—usually of European origin—and, sometimes, a very small amount of water or alcohol. This transparency about ingredients and processes appeals to customers who are increasingly attentive to the composition of the products they consume.
By focusing on traceability, health quality, and responsible local production, French manufacturers have built a strong position. However, they face significant challenges: higher production costs than imported e-liquids (particularly from China or the United States), constantly evolving European regulations, and growing expectations in terms of eco-responsibility. To address these challenges, many brands are now committed to sustainable approaches, rethinking their packaging or offering formulas with less impact on the environment.
The electronic cigarette market, both in France and globally, is experiencing rapid growth, driven by technological innovations and increasingly precise consumer expectations . This sector has matured and become more professional , with better product traceability , a more qualitative offering , and a gradual standardization of practices . Demand for devices with high autonomy remains strong: vapers are looking for e-cigarettes capable of operating all day without frequent recharging. In addition, connected e-cigarettes are transforming the user experience, enabling real-time monitoring of consumption and the personalization of sessions via mobile applications.
E-liquids with more natural compositions are also gaining ground. With a reduction in additives and controversial ingredients, consumers are favoring healthier and more transparent formulations. We are thus seeing a general rise in the range of products: vapers are looking for premium e-liquids , often made in France , but also reusable, durable and customizable devices , offering a richer taste and sensory experience .
Innovation continues to push the boundaries, with the arrival of multi-compartment , waterproof models, and even models equipped with fingerprint sensors , to enhance security and personalization.
At the same time, ethical and environmental awareness is emerging around e-cigarettes. Single-use products, such as puffs , which are popular with young people, are in sharp decline. This trend is driven by a political desire to protect minors and reduce their environmental impact. A ban on puffs was passed in early 2025 , with implementation expected later this year.
Finally, the strengthening of regulations – whether in advertising, flavors or taxation – imposes new challenges on the industry. In this rapidly changing context, sector players must demonstrate agility and responsibility , to continue to innovate while respecting an increasingly strict legislative framework .
The electronic cigarette market is based on three major distribution channels, each playing a key role in its development:
Physical stores remain largely in the majority , with around 70% of vapers preferring to buy in-store, compared to 27% who opt for online platforms . This persistence is explained by the importance of advice, support and the relationship of trust with specialist sellers.
Today, France has around 3,300 vape shops , while tobacconists are strengthening their presence in this booming market.
Finally, certain brands have established themselves as essential references. Vapostore, Cigusto, Clopinette, and Le Petit Vapoteur are among the major players, helping to structure and energize the sector with well-established networks and innovative strategies.
In France, the majority of e-cigarette sales are made in physical points of sale, particularly in specialized vape shops and tobacconists . According to a Xerfi study , specialized shops alone represent 60% of e-cigarette sales .
Developing your distribution network is a major challenge for any e-cigarette and e-liquid brand looking to establish itself in a growing market. With several thousand vape shops and more than 20,000 tobacconists in France, it is essential to adopt an effective prospecting strategy .
With Sidely's Google Maps integration , salespeople can quickly geolocate relevant points of sale and get an overview of their sales coverage. Once these prospects are identified, Sidely facilitates route planning by automating the organization of trips based on specific criteria such as sales potential and exchange history.
Sidely also allows you to centralize customer information in store files , providing a complete view of each reseller: contact details, order volumes, referenced products and interaction tracking. This optimized data management helps salespeople personalize their approach and maximize their performance in the field.
In the world of electronic cigarettes, certain products, such as pods , best-selling e-liquids and disposable vapes , have a rapid turnover and require rigorous monitoring.
Sidely allows salespeople to generate, view, and have their purchase orders signed directly in the field with the distributor, in just a few clicks from the app. By avoiding paper exchanges and manual entries, this feature reduces the risk of errors and speeds up the order validation process . In the presence of the customer, the salesperson can immediately adjust the order based on the specific needs of the point of sale and available inventory, thus ensuring better responsiveness.
One of the biggest challenges for salespeople is anticipating replenishment needs to avoid stockouts and maximize the profitability of partner points of sale. Sidely allows you to track the order frequency of each customer, providing visibility into purchasing habits and average replenishment times. With this data, salespeople can schedule their visits at the right time , i.e. when the customer really needs them , thus avoiding unnecessary trips and optimizing their sales efficiency.
Point-of-sale implementation is a key lever for increasing the visibility of e-cigarettes and boosting sales. Thanks to Sidely , salespeople can collect and analyze field data via dedicated forms , allowing them to evaluate product presence, positioning, and the impact of POS materials in stores.
This approach allows promotional materials and merchandising actions to be adapted to the specific needs of each vape shop or tobacconist. Sidely facilitates the monitoring of the installation of displays, posters and promotional offers , thus ensuring optimal promotion of products.
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