The French Vape Market Is Booming

One of the most dynamic electronic cigarette markets in Europe

France remains one of the most dynamic electronic cigarette markets in Europe. By 2026, the value of the French e-cigarette market is expected to reach approximately 2.3 billion US dollars.

Behind this growth is a large and relatively mature user base. Currently, there are over 3 million adult e-cigarette users in the country, accounting for approximately 8.1% of the adult population.

This large group provides a stable and predictable foundation for market demand, whether it is for the consumption of e-liquid or the updating of equipment, it constitutes a sustained consumption driving force.

The attractiveness of the French market is not only reflected in domestic consumption, but also in strong import demand. According to customs data on electronic atomization products and related categories, exports to France will increase by over 15% year-on-year in 2025.

This data fully confirms the absorption capacity of the French market, even during the policy adjustment period, its essential demand attribute still provides a solid order guarantee for the global supply chain.

 

The usage rate of electronic cigarettes has significantly increased

The long-term potential of the market is often hidden in the consumption habits of the younger generation. The 2024 EnCLASS survey released by the French Observatory for Drug and Addiction Trends (OFDT) reveals remarkable intergenerational changes.

This survey involving 11731 middle and high school students shows that the smoking rate among French teenagers continues to decline, while the use of electronic cigarettes has significantly increased.

The data shows that the daily smoking rate among high school students has dropped from 6.2% in 2022 to 5.6% in 2024, reaching a historical low. However, in sharp contrast, the proportion of daily use of electronic cigarettes has increased significantly from 3.8% to 6.8%.

This means that the number of teenagers who smoke electronic cigarettes every day has exceeded the number of people who smoke traditional cigarettes.

Among a wider group of 16-year-old teenagers, 38% have already tried electronic cigarettes, with an almost daily usage rate of nearly 6%. This trend reflects the preference shift of the younger generation of consumers towards nicotine intake - they see e-cigarettes as a newer and healthier choice, while also having a higher awareness of the harm of traditional tobacco.

This generational shift has laid the groundwork for the long-term development of the French e-cigarette market, but it has also sparked a new round of concerns among public health departments about the intergenerational transmission of nicotine addiction, directly driving regulatory tightening for younger products in the future.

 

The effectiveness of a one-time ban and the counter trend growth of offline channels

On February 13, 2025, France passed a landmark bill - the ban on disposable electronic cigarettes, which officially came into effect on February 25, prohibiting the sale and distribution of disposable electronic cigarettes.

This ban mainly targets the disposable product "Puffs" that is popular among teenagers, aiming to cut off the convenient access of young people to nicotine and reduce environmental pollution.

The implementation of the ban has profoundly changed the product structure in France. With the withdrawal of disposable products (2ml pre filled non rechargeable), the market is rapidly shifting towards open systems and refillable equipment. According to research, open systems currently hold approximately 73% of the market share.

Among them, the innovative "2+10ml" (one 2ml pre loaded cartridge and two 10ml refilling bottles) and large capacity oilable products have become the new favorites in the market. They not only continue the large mouth experience of disposable products, but also meet environmental and compliance requirements.

The ban not only changed the product form, but also strengthened the position of physical channels. As of 2025, electronic cigarette stores will remain the main sales channel for electronic cigarettes in France. At present, there are approximately 3500 specialized e-cigarette shops in the country, a year-on-year increase of 8%.

These physical stores account for nearly 46% of all electronic cigarette purchases in the market. The omnichannel leaders Kumulus Vape and LCA are the companies with the highest market share in France.

Although the ban on online sales has been passed (accounting for approximately 25-30% of the previous market), the importance of physical specialty stores will further increase in the future.

 

Nicotine bags are completely banned, and unexpected taxes on e-liquid have been imposed

While tightening its appeal to teenagers, the French government has also dealt a heavy blow to other new nicotine products.

The French government decree stipulates that from March 1, 2026, the production, sale, possession, and use of oral nicotine containing products will be completely prohibited, mainly targeting nicotine bags, nicotine pills, chewing gum, and other popular products in recent years.

This type of product has quickly become popular among young people due to its rich taste, concealed use, and absence of tobacco, which has raised concerns among health departments.

The French National Agency for Food, Environment and Occupational Health and Safety pointed out that its advertisements on social networks target young consumers and pose a risk of causing severe acute nicotine poisoning syndrome.

However, for the core e-liquid product in the electronic cigarette industry, an unexpected victory was achieved by the end of 2025. The Finance Committee of the French National Assembly rejected a proposal to tax bottled e-liquid during the review of the 2026 fiscal bill. The proposal originally planned to levy taxes based on nicotine concentration, ranging from 0.30 to 0.50 euros per 10 milliliters.

Members of parliament who oppose taxation believe that although electronic cigarettes are harmful, they are significantly lower than cigarettes and are important tools for reducing harm and quitting smoking. This decision temporarily maintains the stability of e-liquid prices and reserves valuable breathing space for the industry.

 

The collision between local enterprises and emerging brands

The French electronic cigarette market presents a unique competitive landscape. Unlike many markets dominated by a few top brands, the French market is not controlled by top brands, and companies such as JNR and FUMOT have larger sales scales. This relatively dispersed brand pattern provides space for market innovation and diversified development.

However, with the implementation of the one-time ban, the market landscape began to loosen. Brands focused on nicotine salt e-liquid, such as JNR, have experienced explosive growth.

These brands quickly filled the market gap with their ability to quickly iterate their products and accurately capture the tastes of users of disposable products.

At the same time, the long-term value of the French market has also attracted five rounds of technological layout. In 2025, Five Wheel Technology, a listed company on the New Third Board, announced that its wholly-owned subsidiary, Hong Kong Five Wheel Technology Group Limited, plans to establish a wholly-owned subsidiary ITSUWA FRANCE in France.

This move marks a shift for some Chinese manufacturers from a simple export trade model to a localized operation and deep brand cultivation model, in order to more flexibly respond to the complex regulatory environment and market demand in France.

In summary, the French e-cigarette market is currently at a wonderful juncture where "strong regulation" and "stable growth" coexist. On the one hand, the ban on disposable products, nicotine bags, and the blockage of online sales demonstrate the government's determination to protect the health of minors;

On the other hand, the veto of the e-liquid tax and the tacit approval of the development of physical stores have also left room for innovation by compliant enterprises.

For global practitioners, the French market is no longer a simple dumping ground for products, but a touchstone that tests compliance response speed, product iteration ability, and localized operational depth.

In 2026, with the official implementation of the nicotine bag ban, this game around harm reduction and addiction will continue.