Summary of our market study

French e-cigarette market estimated at €1.2 billion

Since 2020, the global e-cigarette market has continued to experience significant growth, characterized by a high compound annual growth rate (CAGR) of 20.1%, and is expected to grow at an annual rate of 30.6% between 2023 and 2030.

France has become the world's third-largest e-cigarette market, with a projected value of €1.2 billion.

The French market has been stimulated by rising cigarette prices and health considerations.

The cost of e-cigarette kits varies, but vapers' monthly outgoings after the initial investment are generally less than 50 euros.

The market continues to innovate with features such as connected e-cigarettes and multi-purpose cartridges.

France's strict regulations align e-cigarette legislation with that of tobacco, including advertising bans and restrictions on use.

Demand trends in the French e-cigarette market

In recent years, the e-cigarette market in France has seen a remarkable increase in demand. Between 70% and 75% of consumers define themselves as daily users. Simultaneous tobacco consumption is common among this population, with around 70% of vapers also consuming traditional tobacco.

Between 45% and 50% of vapers concoct their own e-liquid blends. Between 50% and 55% say that cost is their main motivation. The ability to adjust nicotine levels in self-made e-liquids is an attractive factor for around half of these vapers.

The use of disposable electronic cigarettes is on the rise, particularly among the younger generation. Around 40-45% of people have no intention of using disposable vapes, but 30% have already used them or are ready to try them out.

E-cigarette market players

  • Gaïatrend (Alphaliquid): Pioneer in e-liquids
  • Vincent dans les Vapes: commitment to natural ingredients
  • Le Petit Vapoteur: one of the leading distributors on the French market.
  • Vapostore: a major player.
  • Cigusto: distributor
  • Clopinette
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Is it a real cure for smoking, or just an equally harmful complement to cigarettes? Whatever the case, the electronic cigarette has been a hit since its arrival in France just under twenty years ago.also known as e-cigarettes or vapoteuses, they were invented and patented in China in the early 2000s, then marketed in France in the years that followed.

The electronic cigarette is an electronic device that vaporizes a flavored e-liquid, with or without nicotine. The system generates an aerosol for inhalation, but does not undergo combustion. It produces a vapor that resembles the smoke of a traditional cigarette, but differs in that it is not burnt tobacco.

An electronic cigarette is made up of three distinct parts:

  • A battery
  • A tank
  • A resistor, which creates the vapor.

It is powered by bottles of flavored e-liquids: today, there are over 7,700 different flavors. Today, two main formats can be distinguished: disposable and refillable. Disposable electronic cigarettes have recently enjoyed a surge in popularity, particularly among young people. With their attractive design, brands such as Puff have captured new market share and attracted new customers.

By 2021, France was the world's third-largest e-cigarette market, with almost 4 million vapers.

Worldwide, the market is set to experience phenomenal growth over the next decade. The size of the market could reach 190 billion USD by 2030.

1.2 The growing global market

e-cigarette market size by value and forecasts World, ****-****, US$ billion CAGR: +**.*% Source: ****

The global e-cigarette market has very high growth potential. valued at **.** billion euros in ****, the market is set to grow at a rate of **.*% a year between **** and ****.

Among the world leaders in e-cigarettes is American Juul, the ...

1.3 A new boom for electronic cigarettes in France

Electronic cigarette market size by value and forecasts World, ****-****, US$ billion Source: ****

In France, the e-cigarette sector has also enjoyed sustained growth since its arrival. There are many reasons for this market's rapid expansion. One of them is that the risks associated with electronic cigarette use are lower than for ...

1.4 Foreign trade

Foreign trade in electronic cigarettes France, ****, in millions of euros Source: ****

As data are only available for ****, it is not possible to provide an overview of foreign trade trends in this sector. However, the balance of trade for e-cigarettes is largely in deficit, with a coverage rate of just *.**.

Main countries ...

2 Demand analysis

2.1 General perceptions of the dangers of electronic cigarettes

"On a scale of * to **, how would you rate the dangerousness of these products?" France, ****, in % Source: ****

Vaping enjoys a relatively good image when it comes to its effects on health, as shown in the graph above. It is considered the least harmful by respondents (***). What's more, its average level of ...

2.2 Profile of vapoteurs

Vaping frequency

Smoking frequency of vapoteurs France, ****, in Source: ****

Three-quarters of vapoteurs are daily vapoteurs, while the remainder are occasional vapoteurs. This distribution is identical to that observed in the **** study.

Smoking status

Smoking status of vapers France, ****, in Source: ****

It goes without saying that the majority of vapers are also ...

2.3 What motivates vapers

Reducing or stopping tobacco consumption

Unsurprisingly, the use of e-cigarettes is largely linked to a desire to reduce tobacco consumption, whether for health or budget reasons.

"Why do you vapotage today?" France, ****, in % Source: ****

According to the data collected, we find that **% of respondents vapotage with the aim of avoiding ...

2.4 Demand trends: DIY and disposable electronic cigarettes


Almost half of all vapers (***) practice what is known as DIY, i.e. they make their own e-liquid. There are several reasons for this increasingly popular practice:

Main reasons for using DIY electronic cigarettes France, ****, in Source: ANSES According to the data collected, the lower cost of DIY e-liquids is ...

2.5 The French's favourite electronic cigarette brands

The graph below is based on OpinionWay's survey of French consumers' favorite brands in February ****. These are respondents' answers to the question "Do you like this or that brand of electronic cigarettes?" for each brand, with the percentage corresponding to the proportion of respondents who answered "yes".

Vaporesso is the favorite ...

3 Market structure

3.1 Electronic cigarette market value chain

3.2 Electronic cigarette manufacturing process

How it works

The e-liquid is heated by a heating element glued to the liquid cartridge, or by an ultrasonic device. This produces vapour, which is not burnt tobacco like a conventional cigarette. Ultrasound is much more popular with manufacturers, as it is more efficient and effective than resistance heating, making ...

3.3 Number of companies and employees in specialized sales

Since e-cigarettes are sold through numerous channels (***), it is difficult to know the total number of establishments involved in the e-cigarette market. However, there is an NAF code for specialized stores: ****Z: "Retail sale of tobacco products in specialized stores".

Below is a graph showing the evolution of the number of ...

4 Offer analysis

4.1 Typology of electronic cigarette offerings

Electronic cigarette kits can be classified into four distinct categories[***]:

Kit Pods (***): Kit pods are compact devices that feature a non-interchangeable atomizer called a "cartridge". They are designed to offer a simple vaping experience and are suitable for beginners. Some models feature refillable cartridges, while others are disposable.

AIO tubes: AIO ...

4.2 Lower prices than conventional cigarettes

The cost of an electronic cigarette kit varies according to several factors. All-in-one kits, comprising both a box and an atomizer, are generally offered in a price range from ** to ** euros for starter models. However, prices can vary depending on the quality, performance and construction of the kit. It's worth noting ...

4.3 A market in constant innovation


In a bid to diversify their offering, vape stores are launching new concepts, such as "vapobars" (***), a sort of imitation of e-cigarette version of shisha bars. For example, Vapostore launched a vapobar in Lyon in ****, selling drinks, food and electronic cigarettes.[***]

Nevertheless, these vapobars are still struggling to expand in ...

5 Regulations

5.1 Electronic cigarette regulations in France

**** Health Act

The **** health law subjects e-cigarettes to a legal regime very similar to that of tobacco and conventional cigarettes:

Prohibition of additives coloring emissions, creating the impression that the product has beneficial effects on health, facilitating inhalation or absorption of nicotine, ... Mandatory information on packaging: composition and average nicotine content ...

5.2 Anti-smoking policies

The National Tobacco Reduction Program (***) established as part of the latest Cancer Plan has three main focuses: Protecting young people and preventing them from taking up smoking Help smokers quit Acting on the tobacco economy. Anti-smoking policies are supposed to work in favor of vaping, as electronic cigarettes are seen as ...

6 Positioning the players

6.1 Segmentation

  • My Vapors Europe - Joyetech
  • Alfaliquid Gaïatrend
  • Kumulus Vape
  • J Well
  • Kangertech
  • DLICE / Nocoswitch
  • Vaporesso / Smoore technologie
  • Le Petit Vapoteur
  • Cigusto
  • Clopinette
  • VDLV
  • Aeroma
  • Vapostore
  • Smok-it
  • Juul Labs
  • Innokin Technology
  • Republic Technologies Groupe

List of charts presented in this market study

  • Electronic cigarette market size by value and forecasts
  • Size of the electronic cigarette market
  • Average price of a pack of 20 cigarettes
  • "Why do you vapotage today?" (to exclusive vapoteurs)
  • "Why do you vapot today?" (to vapo-smokers)
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Latest news

Cigousto: Electronic cigarettes: stores put up resistance - 27/06/2023
  • Sales of the electronic cigarette market in France: 1 billion euros (Xerfi estimate)
  • Share of vape shops in the electronic cigarette market: 55%
  • E-commerce share of the electronic cigarette market: 30%
  • Share of tobacconists in the e-cigarette market: 15%
  • Number of e-cigarette sales outlets: 3,500
  • Number of vape stores that closed between 2015 and 2017: 1,200
  • Share of stores held by the sector's major chains: 30%
  • 23.500: Number of tobacconists' outlets in France
  • 150-200: Number of points of sale gained by 2021 by the entire vape network, according to the Fédération interprofessionnelle de la vape (Fivape)

  • Cigusto 155 stores, target 300 in 2026, 90 million euros in sales by 2023, 500,000 euros in sales per store in shopping malls
  • Vapostore 130 stores
  • Clopinette 110 stores
  • Petit Vapoteur 50 stores, sales of 113 million euros, 82% of which on the Internet
  • Kumulus Vape sales 55.7 million euros
Vaping: small companies drive the e-liquid market - 10/03/2023
  • 4 million e-cigarette users
  • French e-cigarette market to top €1 billion by 2022
  • Market dominated by independents: Gaïatrend, Liquideo, Atelier du Vapoteur, Gatsby, Pulp or Petit Nuage
  • VDLV, an independent company founded in 2012, has become one of the sector's heavyweights (100 employees, producing between 1.2 and 1.5 million bottles of e-liquid every month from its 15 production lines, with sales of 16 million euros by 2022)
Vaping: the French prefer specialty stores - 09/03/2023
  • More than 3,500 electronic cigarette stores in France
  • 25% of sales online, 15% through tobacconists and 60% in stores
  • 6.3 million French people will be using electronic cigarettes by 2022
  • Le Petit Vapoteur, founded in Cherbourg in 2011 and European leader in the sale of vaping products, with over 2 million customers and sales of €113 million in 2022, 317 employees and 7,000 daily orders, 82% of which are placed over the Internet
  • Clopinette, founded in 2011 in Caen (Calvados), heads a network of 110 stores, 50% of which are franchises, with sales of 26.4 million euros and 160 employees (over 300 with its franchises)
  • Cigusto, founded in 2013 (400 employees) and based in Saran, Loiret, controls 111 stores, 98% of which are located in shopping centers.Carrefour has taken a 30% stake in the company's capital. This year, the company plans to open a further 40 stores, with a target of 250 by 2025. Sales of 50 million euros in 2022 should almost double by 2023
Electronic cigarettes: Aeroma diversifies into CBD - 09/03/2023
  • Aeroma manufactures and bottles private-label e-liquids for electronic cigarettes (90% of its sales of 1.2 million euros in 2021)
  • Expected market trends have prompted the SME to diversify into CBD oils, which already account for 10% of its business.
Marlboro's parent company parts ways with Juul. - 09/03/2023
  • Altria disinvests in ecigarette giant Juul
  • Juul faced a drop in the value of its investment from $12.8 billion to $250 million
  • Trades its 35% minority stake in Juul for heated tobacco intellectual property rights
Juul tobacco is banned in the United States. - 23/06/2022
  • US regulator announces June 2022 ban on e-cigarette specialist's products
  • The e-cigarette specialist is being forced to withdraw its products from the US market on the orders of the FDA, the industry regulator.
  • juul took a 35% stake in Altria in 2018 for $13 billion
  • FDA attempts to reduce nicotine levels in cigarettes to reduce smokers' addiction
  • The industry's giants, meanwhile, are trying to find new outlets, as with Philip Morris's $16 billion purchase of "smokeless tobacco" specialist Swedish Match
  • More than one in four high school students say they use electronic cigarettes

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

My Vapors Europe - Joyetech
Alfaliquid Gaïatrend
Kumulus Vape
J Well
DLICE / Nocoswitch
Vaporesso / Smoore technologie
Le Petit Vapoteur

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