Italy: the e-cigarette market, January 2024

The Italian market grew substantially between 2022 and 2023 and is one of the leading vape markets in Europe. It differs from other large European markets in its reliance on physical vape stores, and regulation of the online market is a potential barrier to growth in online sales.

While the popularity of disposables has increased significantly, open system products remain the most popular category in Italy – with a trend towards more simple devices.

This report analyses the current state of the Italian vaping market, how it differs from other leading European markets, and how it has changed over the past year.

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Jonathan Darnell

Market analyst
Jonathan has a BA in Economics from Western Kentucky University (USA) and a Master’s in International Economics from Universitat Rovira i Virgili (Spain). He has analyst and insight experience across several industries such as automotive, alcohol, and nuts and dried fruits. He has also served as a part-time professor within the Economics Faculty at Universitat Rovira i Virgili for the International Markets Master Degree.

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