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According to the latest statistics from the World Health Organization, there has been a small but steady decrease in the estimated number of smokers globally since 2000 – from 1.14 billion then to about 1.1 billion now.

But it’s a different matter when it comes to vaping.

Chart showing the number of vapers globally from 2011 to 2021

The number of vapers has been increasing rapidly – from about seven million in 2011 to 35 million in 2016.

Market research group Euromonitor estimates that the number of adults who vape will reach almost 55 million by 2021.

2. Spending on e-cigarettes is growing

The global vapour products market is now estimated to be worth $22.6bn (£17.1bn) – up from $4.2bn just five years ago.

The United States, Japan and the UK are the biggest markets. Vapers in the three countries spent a combined $16.3bn on smokeless tobacco and vaping products in 2016.

Chart showing the top 10 markets globally for vape products

European countries such as Sweden, Italy, Norway and Germany also feature in the top 10.

3. Open-system e-cigarettes are the most popular


Chart showing sales of vaping products by open and closed tank e-cigarettes


Since 2011, the gap in spending between them has been gradually widening.

A vape pen and different components of an e-cigarette on a wooden background.


It is reckoned that this year, vapers will spend an estimated $8.9bn on open system e-cigarettes, also known as vape pens – more than double the spend on closed-system products.

4. Most e-cigarettes are purchased in-store

In 2015, 35% of e-cigarette users surveyed across the UK, France, Germany, Poland, Italy, Russia and South Korea bought their devices in e-cigarette shops.

Chart showing the main locations where regular vapers purchase e-cigarettes and refills

Of the 3,000 users surveyed by Kantar for Ernst & Young, 21% said they had purchased their devices online.


5. Why do people vape?


About 49% of regular users said that they used e-cigarettes in order to curb their smoking habit.

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