These vaping devices have gained huge popularity among the youth, especially in the age group 16–24 years. People within this group are attracted by innovative flavors and modern design of various products. Moreover, the market players are also making constant efforts to attract the young population. For instance, the JUUL device was created to appeal the youth.

Additionally, social media campaigns, such as #JUULing, also acted as a crowd puller, by becoming a constant hit among students. Owing to the soaring popularity, players operating in the e-cigarette market are relying on product launches to attract more customers. For instance, in January 2019, Ploom S, which is a high-temperature tobacco vapor product, and Ploom TECH +, which is a low-temperature tobacco vapor product, were launched by Japan Tobacco Inc., under its Ploom brand.

The company claims that both these devices produce much less odor than the conventional cigarettes. Moreover, these products also lead to a considerable reduction in the concentration of measured constituents in comparison to tobacco smoke. According to PS Intelligence, Europe is the largest consumer of e-cigarettes in the world, wherein France, Russia, and the U.K. adopted the largest quantity of vaping products.

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The usage of e-cigarettes is increasing among current and former tobacco smokers and also among people who plan to quit smoking conventional cigarettes. Furthermore, the North American vape market is also expected to display a notable growth in the future, primarily on account of declining popularity of traditional smoking and increasing adoption of vape products among the youth. 

Thus, the introduction of new flavors and new products along with the gradual shift from tobacco cigarettes toward e-cigarettes will amplify the market growth in the coming years.