The sales growth rate of e-cigarettes and heated cigarettes continued to decline, while nicotine bags continued to expand rapidly.
1. Electronic cigarettes
In 2024, global e-cigarette sales will increase by 9.5% year-on-year to US$23.04 billion.
The sales volume of closed electronic cigarettes reached 2.12 billion units, an increase of 8.9% year-on-year. Sales were $14.76 billion, up 11.7% year-on-year. Countries with sales exceeding $1 billion were the United States ($5.01 billion), the United Kingdom ($3.16 billion), and Canada ($1.72 billion). The sales volume of disposable e-cigarettes among closed e-cigarettes reached 840 million, an increase of 18.9% year-on-year; sales revenue reached US$6.42 billion, an increase of 19.6% year-on-year.
Sales of open-type e-cigarettes reached US$8.1 billion, up 5.8% year-on-year. The countries with sales exceeding US$1 billion were France (US$1.13 billion) and the United States (US$1.02 billion). The sales volume of open electronic cigarette devices and e-liquids were 85.164 million units and 12.231 million liters, respectively, with sales of US$2.62 billion and US$5.49 billion, respectively.
2. Heated cigarettes
In 2024, global heated cigarette sales will increase by 12.7% year-on-year to US$38.85 billion. Sales volume of heated tobacco products increased by 11.7% year-on-year to 45.265 million units, and sales revenue increased by 14.7% year-on-year to US$2.44 billion.
The sales volume of heated tobacco increased by 10.8% year-on-year to 3.552 million boxes. There were six countries and regions with sales exceeding 100,000 boxes, of which Japan (1.202 million boxes), Russia (486,000 boxes) and Italy (327,000 boxes) ranked in the top three.
Sales of heated tobacco increased by 12.6% year-on-year to US$36.41 billion. There were eight countries and regions with sales exceeding US$1 billion, accounting for a total of 73.4% of global sales. Among them, Japan (US$11.59 billion), Italy (US$4.86 billion) and Russia (US$2.54 billion) ranked in the top three.
In 2024, the sales volume and sales revenue growth of heated tobacco devices and heated cigarettes in the Japanese market will fall back to single digits.
3. Nicotine pouch
Nicotine pouches have become the fastest growing smokeless tobacco product in recent years.
In 2024, sales volume increased by 36.9% year-on-year to 21.23 billion bags; countries with sales exceeding 1 billion bags were the United States (13.88 billion bags), Sweden (2.56 billion bags), and Pakistan (1.13 billion bags).
Nicotine pouch sales reached US$11.25 billion, a year-on-year increase of 51.0%. Only the United States (US$9.37 billion) had sales exceeding US$1 billion.
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