South Africa E-Cigarette Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2025 - 2030)

South Africa E-Cigarette Market Trends & Growth Drivers

E-Liquids with Exciting Flavors Are Trending

• The key trend in the South African e-cigarette market are flavored e-liquids, also known as e-juice.
• Traditional tobacco, menthol, exotic options, such as fruits, beverages, and desserts, as well as a range of flavors are available for e-cigarettes nowadays, driven by the growing popularity in East Asia.
• These flavors attract both regular smokers, as well as those who are new to this habit.
• People can buy a vial with a single juice or purchase individual flavors and mix them themselves, for a unique and personalized experience.
• However, to limit the risk posed by a growing market for vaping products, the national government is mulling higher excise duties.
• This is forcing the players to re-strategize, with many now marketing flavors they think appeal more to adults than younger consumers, especially teens and those in their early 20s.

Growing Health Awareness Is Biggest Market Driver

• The rising health awareness in the country is the key driver for the market.
• Credited to the efforts of the national government, NGOs, healthcare organizations and international bodies, people now know more of the health risks of tobacco smoking.
• As per studies, 39,000 people die in the country each year from the direct effects of tobacco, while over 13% of the deaths from non-communicable diseases can be traced back to tobacco.
• Although e-cigarettes contain nicotine, they are marketed as being free of the other around 2,000 harmful chemicals in conventional cigarettes and cigars.
• Hence, regular smokers, who are aware of these risks, are turning to vaping products as a less-harmful alternative that can still satisfy their cravings for neurostimulation with nicotine.
• The national government is taking several initiatives to make people knowledgeable of the risks of tobacco smoking and encouraging them to opt for less-harmful alternatives.
• They include regulating tobacco advertisements, banning smoking in public, and hosting awareness campaigns.
• The effects of these initiatives are also visible on non-smokers, who have begun to call for cleaner alternatives as a way to reduce exposure to second-hand smoke.
• Additionally, several nicotine-free vaping products are also marketed by the players, which offer non-smokers a new way to consume flavored liquids without the health risks.

Presence of Large Unorganized Sector Hampers Market Growth

• The presence of a large number of unorganized tobacco companies, which either do not have the license to sell cigarettes is a major challenge for the established market players.
• Like much of the continent, illegal tobacco trade is rampant in South Africa, something the government has failed to fully curtail.
• This means that despite the regulations, conventional cigarettes are still easily available, which is a problem considering the rising number of young smokers.
• The high taxes on these products, aimed at discouraging tobacco consumption, has spawned an unregulated black market, which offers cheap conventional and electronic cigarettes.
• The availability of cheap, albeit low-quality products, often gain the edge over legal variants, thus diminishing the profit margins for market players.

South Africa E-Cigarette Market Analysis

Device Type Analysis

Vaporizer holds the largest share in the market on account of its affordability, production of dense aerosol and compatibility with a number of flavors. In this regard, the launch of new flavors targeted at different age groups and ethnicities drives the market in this category.

T-vapor is the fastest-growing category as these products are cost-effective and known to be reliable. Moreover, the marketing campaigns for these products prominently focus on lifestyle trends, thereby attracting young users. Brands are also focusing on offering T-vapor products with a longer battery life, smoother vaping experience and better vapor creation. Further, the e-juice for these devices is available in a range of flavors, which appeals to both habitual and emerging consumers.

The following devices are covered:

• Vaporizer (Largest Category)
• Vape Mod
• Cig-a-Like
• T-Vapor (Fastest-Growing Category)

Gender Analysis

Males dominate the market simply because there are more males who smoke than females. As per studies, over 41% men in the country smoke, while the percentage among women is under 12%. Moreover, the percentage of young boys who smoke is also higher than that of young girls. Additionally, companies also market their e-cigarettes more strongly to men, pitching them as a product that exudes a modern lifestyle. Further, men are more likely to be addicted to nicotine, and many of them are switching to vaping products from conventional cigarettes.

Females will witness the higher CAGR during the forecast period, of 17.4%. This is attributed to the changing social norms, with smoking and vaping becoming acceptable among more women than ever before. Further, less stigma is associated with vaping than conventional cigarettes for women, which encourages them to go for the former.

We have covered these genders:

• Male (Larger Category)
• Female (Faster-Growing Category)

Age Group Analysis

The 16–24 age group is the largest user of e-cigarettes in South Africa, contributing USD 17.2 million to the market in 2024. It is also the fastest-growing category, primarily because e-cigarettes appeal more to young customers than older people. Their modern designs, attractive packaging with eye-catching graphics, choice of flavors and lifestyle-oriented advertising drive their usage in this age group.

Below are the age groups part of the scope

• 16–24 (Largest and Fastest-Growing Category)
• 25–34
• 35–44
• 45–54
• 55–65
• 65+

Distribution Channel Analysis

Vape shops dominate the market because they are the conventional places for people to buy e-cigarettes. Some brands operate their own stores, while the country has a number of multi-brand vape shops as well. Here, people can look at a wide variety of devices, talk to the on-site personnel on recommendations, and pick exactly what they like. Further, these products were initially sold via specialty stores, especially since regular retailers and supermarkets did not promote smoking.

The online category will witness the highest CAGR, of 17.0%, over this decade. Online stores list a huge product variety with the option to compare features and prices. Moreover, many e-commerce platforms offer discounts to new customers and to promote specific products. People can buy with a few clicks from the comfort of their home, pay online and get the product delivered to them wherever they are.

The report offers insights into the below-mentioned distribution channels:

• Vape Shops (Largest Category)
• Online (Fastest-Growing Category)
• Hypermarkets/Supermarkets
• Tobacconists
• Others

Aftermarket Analysis

Refills hold the largest share in 2024, as they are the main consumable of the e-cigarette. Reusable devices come with either a disposable refill or refillable e-liquid vials. This allows people to try out new flavors every time they vape, which is a key factor making these devices popular, especially among the youth.

The battery & charger will witness the fastest growth during the forecast period as they are key working components of these devices. People who like to use their vaping product for long periods often replace their battery and charger, instead of buying a new e-cigarette.

The segment is categorized as below:

• Refill (Largest Category)
• Battery & Charger (Fastest-Growing Category)
• Others

South Africa E-Cigarette Market Share

The market is highly fragmented as a large number of local and international brands offer e-cigarettes. Additionally, many companies specialize in a few kinds of products, not all, which means that different players hold major shares in different product segments. Further, there are a few dedicated aftermarket entities, which do not manufacture the device, but offer e-juice, batteries, chargers and other replaceable accessories. The lax regulator standards for these products also allow small, local companies to market their products, often illegally and without a license. E-commerce further makes it easy for small companies to reach customers and register adequate sales.

South Africa E-Cigarette Market Company News

• In August 2024, Philip Morris International announce plans to invest USD 232 million in Zyn production facility in Owensboro, Kentucky, which will produce nicotine pouches.
• In July 2024, Philip Morris International announced a collaboration with KT&G on U.S. regulatory submissions for KT&G’s new heat-not-burn products.
• In May 2024, NJOY, a subsidiary of Altria Group Inc., submitted its premarket tobacco product application to the FDA for NJOY ACE 2.0, which features Bluetooth-enabled access restriction technology.
• In November 2023, British American Tobacco PLC deepened its strategic partnership with Organigram with plans to invest GPB 74 million (CAD 124.6 million) between January 2024 and January 2025 and increase its equity ownership from 19% to 45%.