The e-cigarette market includes the sale of vaping devices, e-liquids, and accessories. They are designed to offer an alternative to smoked tobacco. These products work by vaporizing a liquid, thus avoiding the combustion typical of traditional cigarettes.
In recent years, the French vaping market has experienced steady growth, particularly among young people and adults. Experiments are steadily increasing. At the same time, daily use is growing and now affects the entire adult population. Vaping is thus establishing itself as a dynamic segment of the nicotine product sector.
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The French electronic cigarette market surpassed the 1.6 billion euro turnover mark in 2025 according to Xerfi, confirming sustained growth over several years. This progression reflects both the democratization of vaping and its role as an effective nicotine replacement, particularly in the context of smoking cessation. Today, France has more than 4.5 million vapers. Vaping has established itself as a serious alternative to tobacco, driven by rising prices and the diversity of the offering.
The market is also structured around 3,200 specialty shops. It is complemented by more than a dozen national chains, such as Vapostore, Cigusto, and Le Petit Vapoteur. Online sales account for approximately 37 % of purchases. However, 63 % of vapers prefer to shop in stores, highlighting the importance of advice and support.
Sources: Xerfi, ECigIntelligence
The electronic cigarette comes in several categories to suit different consumer profiles:
E-liquids, for their part, are a central part of the experience. France is home to about 50 independent laboratories—including Gaïatrend and VDLV—which produce the majority of the e-liquids consumed in the country. There are over 7,700 different flavors available, ranging from classic flavors to fruity or dessert-inspired options, with or without nicotine. This variety contributes to the personalization and growing popularity of vaping.
In terms of imports, virtually all devices (e-cigarettes, pods, puffs) come from China. E-liquids, on the other hand, are primarily produced in France, striking a balance between local innovation and international supply.
The electronic cigarette appeals to a broad audience, but diverse profiles are emerging:
Among 17-year-olds in 2022, the OFDT observed a notable increase in e-cigarette use. That year, 6.2 % of adolescents were daily vapers, compared to only 1.9 % in 2017. Furthermore, 56.9 % of 17-year-olds had already tried vaping by 2022, while 46.5 % had already tried smoking cigarettes.
Among adults, the prevalence of vaping has nearly doubled in nine years, rising from 25.7 % in 2014 to 41.8 %. In 2023, 8.3 % of 18- to 75-year-olds report currently vaping. The majority of these users vape daily, accounting for 6.1 % of the relevant adult population. This trend affects all segments of the adult population. Slightly more men vape daily than women (6.8 % versus 5.4 %).
In 2023, the vaping Daily use is more common in two regions of mainland France: Brittany and Normandy (8.5% and 8.1%, respectively). This characteristic of Brittany had already been observed in 2021.
Vaping habits vary: some vapers prefer discreet, everyday use, while others vape in social settings as part of their leisure activities.
Several trends are currently shaping the market:
Seasonality in this sector—and more specifically in NAF code 47.26Z, «Retail sales of tobacco products»—is particularly pronounced. August is consistently the month when sales reach their peak, while July sees the lowest sales levels.
However, Google searches for the term «e-cigarette» reveal other periods of interest, particularly in December and early January, in February, and in late May.
The French e-cigarette market is evolving in an environment that is both favorable and challenging:
For independent players, staying competitive involves combining quality, expertise, service, and innovation. National chains, for their part, have logistical and marketing advantages. These strengths allow them to capture a growing share of the market.
According to EPSIMAS’s initial estimates, the projected average annual growth rate is 5.99% between 2025 and 2029 for NAF code 47.26Z.
Source : Epsimas
The NAF code used in France for businesses selling electronic cigarettes is generally 47.78C «Other diverse specialized retail sales» when they present themselves as specialized «vape / e-cigarette» shops excluding traditional tobacco.
Some stores also declare a code 47.26Z «Retail sale of tobacco products in specialized stores, often tobacconists selling electronic cigarettes.
This subclass includes:
Source : INSEE
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