Malaysia: the e-cigarette market, May 2022

The latest report from the World Health Organization (WHO) shows that the smoking rate in Malaysia has been decreasing, falling from almost 25% in 2010 to 21% in 2020. Although the largely unregulated tobacco market still presents a significant problem in the country, the average starting age for smoking has been decreasing in recent years, according to national surveys.

Market growth was driven by the increase in the vaping population and the decrease in dual usage, with more and more smokers switching completely to e-cigarette products due to affordability and availability of the products. This report offers a comprehensive overview of the Malaysia’s e-cig market, covering all areas from market size and vaping population to retail channels and form factors.