艾媒咨询 | 2026年中国电子烟行业发展状况及消费行为调查数据

近年来，中国电子烟行业在市场需求拉动与行业规范推进的双重作用下持续扩容，内销与外销市场均呈现强劲增长态势，同时消费群体特征、消费偏好及市场认知也呈现出鲜明的多元化特征。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026年中国电子烟行业发展状况及消费行为调查数据》显示，中国电子烟行业内销市场规模从2013年的5.5亿元增长至2024年的598.1亿元，外销市场规模从2017年的152.3亿元攀升至2024年的3368.3亿元，实现了从百亿级到千亿级的跨越式发展，彰显出强劲的发展势头与广阔的市场潜力。2026年中国电子烟消费市场呈现鲜明特征。消费行为方面，76.74%的消费者既抽传统香烟也抽电子烟，使用电子烟的频率以每周3-6次为主，使用的主要场景为社交聚会；产品偏好上，一次性与注油式电子烟最受欢迎。消费者认知与决策方面，消费者选择品牌时，产品品质、品牌口碑、购买便捷性是核心因素；消费者认可电子烟的便携性、口感多样性优势，超七成消费者对其发展前景持积极态度，但也普遍关注购买渠道不规范、售后体系不完善、烟油安全等问题。艾媒咨询分析师认为，中国电子烟行业正处于规模扩张与品质升级的关键阶段，市场需求持续释放但仍面临认知提升、产品优化和规范监管等挑战。未来，行业将朝着品质化、规范化和创新化的方向发展。企业需精准把握不同群体消费差异，强化产品品质与创新，优化售后服务与购买渠道，贴合中高端消费需求构建竞争壁垒；同时，行业与监管部门需协同解决渠道规范、烟油安全等突出问题，强化未成年人保护，引导健康消费，推动电子烟行业持续健康可持续发展。
In recent years, China's e-cigarette industry has continued to expand under the dual drivers of market demand and regulatory advancements, with both domestic and international markets showing robust growth. Additionally, consumer demographics, preferences, and market perceptions exhibit distinct diversification characteristics. According to the latest report titled "Survey Data on the Development Status and Consumer Behavior of China's Electronic Cigarette Industry in 2026" released by iiMedia Research (a leading third-party data mining and analysis firm for the new economy), the domestic e-cigarette market in China has grown from 550 million yuan in 2013 to 59.81 billion yuan in 2024, while the international market has surged from 15.23 billion yuan in 2017 to 336.83 billion yuan in 2024, achieving a leap from the billion-yuan scale to the hundred-billion-yuan scale, demonstrating strong momentum and vast market potential.In 2026, China's e-cigarette consumption market exhibited distinct characteristics. In terms of consumer behavior, 76.74% of consumers used both traditional cigarettes and e-cigarettes, with a primary frequency of 3-6 times per week, and the main usage scenarios being social gatherings. Regarding product preferences, disposable and refillable e-cigarettes were the most popular. In terms of consumer awareness and decision-making, when selecting a brand, product quality, brand reputation, and purchasing convenience were the core factors. Consumers recognized the portability and diverse flavor advantages of e-cigarettes, with over 70% holding a positive outlook on their development prospects. However, they also widely expressed concerns about unregulated purchasing channels, inadequate after-sales systems, and e-liquid safety issues.Analysts from iiMedia Research believe that China's e-cigarette industry is at a critical stage of scale expansion and quality upgrading. While market demand continues to be released, challenges such as awareness enhancement, product optimization, and standardized regulation remain. In the future, the industry will develop toward quality, standardization, and innovation. Companies need to accurately grasp consumption differences among various groups, strengthen product quality and innovation, optimize after-sales services and purchasing channels, and align with mid-to-high-end consumer demands to build competitive barriers. Meanwhile, the industry and regulatory authorities must collaborate to address prominent issues like channel standardization and e-liquid safety, enhance protections for minors, guide healthy consumption, and promote the sustained, healthy, and sustainable development of the e-cigarette industry.

艾媒咨询|2021-2022年全球电子烟产业发展趋势专题报告

本报告涉及的案例/品牌/企业：悦刻、徕米、香誉、喜科

中国传统烟草消费普遍有戒烟需求，减害是烟草进化的核心诉求。国外主流卫生组织对电子烟进行了持续数年的评估，现阶段普遍认为电子烟的危害性远小于传统烟草。全球电子烟零售额从2018年的268亿美元增长到2020年的453亿美元。2017—2021年中国电子烟行业内销市场规模复合增长率为37.9%，预计2022年同比增长率为76.0%，市场规模达255.2亿元。预计2025年中国固体电子烟潜在市场规模约531亿元-—885亿元，雾化电子烟潜在市场规模约396亿元—792亿元。2021年中国电子烟产业直接就业人口约150万人，带动间接就业人口约400万人，总计约550万人。全球主要国家和地区，欧美、日韩均对电子烟出台明确的政策指引和监管措施。全球电子烟产业发展经验对中国产业规范发展有借鉴意义，中国也将进一步将电子烟产业平稳发展纳入法治化规范化轨道。
There is a general need for cessation in tobacco consumption and harm reduction which is the core demand of tobacco evolution. Foreign mainstream health organizations have conducted an evaluation of e-cigarettes for several years, and it is generally believed that the harm of e-cigarettes is much less than that of traditional tobacco. Global retail sales of e-cigarettes grew from $26.8 billion in 2018 to $45.3 billion in 2020. From 2017 to 2021, the compound growth rate of the domestic sales market in China's e-cigarette industry will be 37.9%, and the year-on-year growth rate in 2022 is expected to be 76.0%, and the market size will reach 25.52 billion yuan. It is estimated that the potential market size of China's solid e-cigarettes will be about 53.1 billion yuan - 88.5 billion yuan in 2025, and the potential market size of atomized e-cigarettes will be about 39.6 billion yuan - 79.2 billion yuan. In 2021, the direct employment of China's e-cigarette industry was about 1.5 million, driving about 4 million indirect employment, a total of about 5.5 million. Major countries and regions around the world, Europe, the United States, Japan and South Korea have issued clear policy guidelines and regulatory measures for e-cigarettes. The development experience of the global e-cigarette industry has reference significance for the development of China's industrial standards, and China will further integrate the steady development of the e-cigarette industry into the track of legalization and standardization.

艾媒咨询|2021年中国电子烟发展水平研究报告

本报告涉及的案例/品牌/企业：悦刻，思摩尔

数据显示，电子烟在全球各个国家的渗透率持续增长，全球电子烟零售额从2016年的161亿美元增长到2020年的453亿美元。2021年中国电子烟行业市场规模达到1160.0亿元，外销占比居高。艾媒咨询分析师认为，在政策规定趋于明朗化的背景下，电子烟将获得较大的增长空间，预计2023年中国电子烟市场规模将达到2952.7亿元。不过，作为严格限定使用者为成年人的成瘾品，电子烟经受了诸多讨论与非议，未来积极履行社会责将成为电子烟企业的必然选择。
The data show that the penetration rate of e-cigarettes in various countries around the world continues to grow, and the global retail sales of e-cigarettes increased from US $16.1 billion in 2016 to US $45.3 billion in 2020. In 2021, the market scale of China's e-cigarette industry will reach 116 billion yuan, with a high proportion of export sales. AI media consulting analysts believe that under the background of clearer policies and regulations, e-cigarettes will gain greater growth space. It is expected that the scale of China's e-cigarette market will reach 295.27 billion yuan in 2023. However, as an addictive product whose users are strictly limited to adults, e-cigarettes have undergone a lot of discussion and criticism. In the future, actively performing social responsibilities will become an inevitable choice for e-cigarette enterprises.