North America E-Cigarettes Market - Growth, Trends and Forecasts (2020 - 2025)

North America E-Cigarettes market is estimated to witness a CAGR of 17.6% during the forecast period (2020 - 2025).

• Rising cigarette prices, anti-smoking campaigns, smoke-free laws, and increased access to cessation programs coupled with the growing awareness, health concerns among consumers, over the usage of conventional/ combustible have increased the demand for e-cigarettes in the region.
• Though local authorities in the region have not yet approved e-cigarettes as an aid for smoking cessation, many consumers are opting for e-cigarettes either as a means to quit smoking or an alternative/ replacement to combustible cigarettes. This trend had led to an increase in dual users i.e. consumers using both conventional/ combustible cigarettes and e-cigarettes, which is expected to drive the market over the forecast period.
• A few countries in the region prohibit the marketing, promotion, and distribution of e-cigarettes, however, the demand for these products is on the rise and they are readily available via online stores, retail stores, and street markets.
• The penetration of e-cigarettes in North America is incredibly high owing to rising popularity of e-cigarettes among the youth population, rapid expansion of vape shops and the prevalence of online retail.

Key Market Trends

Rising consumption by the young population

The usage of e-cigarettes among youth and young adults in the region is rising at an alarming rate owing to the availability of a vast selection of brands and flavors on online stores. They find e-cigarettes trendy and are attracted by the various aspects such as, compact designs which offer concealability, availability of a large assortment of flavors, and the flavored/odorless aerosol exhaled which make it hard to detect. One of the popular brands among the demographic is JUUL, a brand of e-cigarette that is shaped like a USB flash drive.

Implementation of The Tobacco and Vaping Products Act (TVPA) in Canada

The Tobacco and Vaping Products Act (TVPA) establishes a nationalized framework for regulating vaping products, in addition to governing how tobacco products are to be produced, labeled, promoted, and sold in the country. This move aims at improving the accessibility of vaping products such as e-cigarettes with nicotine to adults in order to shift their focus from traditional tobacco products and to curb the sale of vaping and tobacco products to minors. JUUL Labs, Inc. a prominent manufacturer of vaping products such as e-cigarettes entered Canada soon after the TVPA act was implemented. The company had pilot-tested its new offering in Canada, JUUL C1, a connected device that allows the user to monitor their usage and track the device if lost. This has led to increased consumption of e-cigarettes in the country, region.

Competitive Landscape

North America E-Cigarettes market is consolidated and comprises of a few large players, who hold most of the share in the market. Key strategies adopted by the large players are product innovation and, mergers and acquisitions. Some of the major players in the market are British American Tobacco plc, Juul Labs, Inc., Altria Group, Inc., Imperial Brands plc, Japan Tobacco Inc., among others.

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