Best-Selling Vape Brands: A 2024 Look at Emerging Global Markets
As the global vape market continues to expand and regulations start to fall into place, industry players are quickly realizing that compliance and brand identity are no longer optional—they’re necessary for success. New markets in regions like the Middle East, Southeast Asia, Australia/New Zealand, South America, and Russia are seeing impressive growth, with top brands fighting to secure their place. This article takes a deep dive into the emerging vape markets for 2024, highlighting the best-selling brands and analyzing trends that could shape the industry’s future.
Southeast Asia: The Vape Boom is Real
Southeast Asia is rapidly becoming a hub for vaping, thanks to its growing population and the openness of certain countries toward vaping. The market here has immense potential. According to the Malaysia Vape Industry Association's 2023 report, Malaysia’s vape retail market saw a 53% increase from 2019, reaching nearly 3.5 billion ringgit. The number of adult vape users has grown by 27% since 2019, and disposable vapes have surged to account for 32% of the market share.
Not only is Southeast Asia driving significant demand, but it’s also becoming a major export destination. In 2023, China saw a 22.6% increase in vape exports to Malaysia, while exports to the Philippines rose by an astonishing 146.9%.
Top brands in Malaysia include RELX, SP2S, and OXVA, with disposable vapes like Sp2s, Quik, and Voltbar rising to the top. In the Philippines, Falva, Rimmo, Geekbar, and OXVA are the leading names.
Middle East: Vaping Gains Ground in Traditional Markets
The Middle East has traditionally been known for its hookah culture, but in recent years, vaping has been seen as a less harmful alternative, which has led to rapid growth in the region. Countries like Kuwait, Saudi Arabia, the UAE, Bahrain, and Egypt are all emerging as key markets for vaping. With the growing interest in reducing harm from smoking, vape products are thriving.
MAZAJ, a local brand, has become a standout in the Middle East, with its unique product designs and strong market insight. Meanwhile, ELFBAR, one of China’s most successful vape brands, has established a stronghold in the region, thanks to long-standing partnerships with local distributors.
Other hot brands in the Middle East include disposable vapes like VGOD, YUOTO, and TUGBOAT, as well as open-system vapes from VOOPOO, LOST VAPE, VEIIK, NASTY, ASPIRE, UWELL, and SMOK.
Australia/New Zealand: Tight Regulations, Strong Competition
Australia and New Zealand are both facing significant changes in their vape markets, largely driven by increasingly strict regulations. The Australian government has moved aggressively to restrict vape products in the country, with one of the most notable steps being the ban on disposable vapes that went into effect on January 1, 2024. This was followed by another policy shift in March, which expanded the restrictions to include a ban on refillable non-therapeutic vapes. These regulatory changes have forced many brands to rethink their strategies, product offerings, and marketing approaches.
Despite these challenges, a few standout brands have managed to stay ahead of the curve. VAPO, TAKI, and ALT have been able to navigate these new regulations successfully by focusing on product quality, innovation, and creating an overall better vaping experience for consumers. These companies have quickly positioned themselves as top players in both the Australian and New Zealand markets. By ensuring that their products comply with the new standards while still offering superior performance and reliability, these brands have gained strong customer loyalty and have begun expanding internationally, capitalizing on the demand for premium vapes in regions where regulations are less restrictive.
In addition to the homegrown leaders, international brands like HQD, IGET, and OKK are also seeing growing popularity in the region. These brands have earned a reputation for focusing on product development and quality control. With a deep understanding of the ever-changing regulatory environment in Australia and New Zealand, these companies are continuously adapting and adjusting their offerings to meet the local market’s evolving needs.
The challenge in this region is balancing the strict regulatory landscape with consumer expectations for innovative, high-quality products. While some brands are focusing on creating higher-end devices that comply with the new rules, others are diversifying their product range to ensure they meet various consumer preferences. The market’s demand for reliability, safety, and flavor innovation is still high, and companies that can meet these needs while staying compliant with the laws are more likely to see long-term success. As the competition intensifies, brands will need to keep pushing boundaries to stay relevant, maintaining a sharp focus on both market trends and regulatory developments.
South America: A Growing Market Full of Potential
South America is quickly becoming a hotspot for the vaping industry, with an increasing number of consumers embracing vaping as a healthier alternative to traditional smoking. The region's youth demographic, in particular, has shown a strong preference for vape products, leading to a surge in sales. As vaping becomes more mainstream, South American countries are witnessing a shift in smoking habits, further propelling the market's growth.
While the region holds vast potential, the regulatory landscape remains fragmented. Different countries have different levels of regulation, with some having clear guidelines in place while others still lack comprehensive vape-related laws. Despite these regulatory inconsistencies, the market continues to thrive due to the rising acceptance of vaping, fueled by an increasing number of local and international brands pushing innovative products into the market. In some countries, regulations have started to take shape, which has helped provide a clearer path for companies to enter the market.
On the one hand, local brands like IGNITE, NIKBAR, ZOMO, and BLACK SHEEP have managed to carve out a solid customer base by tapping into regional preferences and delivering products that resonate with local tastes and desires. Their success has been largely driven by their deep understanding of the local culture and the needs of South American consumers, which gives them a competitive edge over international brands trying to break into the market.
On the other hand, international giants like VUSE, FUME, ELFBAR, GEEKBAR, VAPORESSO, and OXBAR have also made significant inroads into South America, bringing a mix of innovative flavors, cutting-edge technology, and high-quality designs that appeal to both new and experienced vapers. These global brands are not only competing on product quality but also on their ability to adapt to local tastes, preferences, and purchasing habits. Their marketing strategies have been crucial to their success, as they’ve managed to establish a strong presence through strategic partnerships with local distributors, appealing to the growing demand for trendy, high-quality vape devices.
However, South America is still a developing market, and its regulatory environment continues to evolve. Some countries have started to implement restrictions on advertising, sales to minors, and product standards, but these rules are not always uniformly enforced. This leaves room for uncertainty, which means that brands must stay agile and ready to adapt to potential shifts in the regulatory landscape. As more countries in the region implement stricter rules, consumer demand for safe, reliable, and well-regulated products is expected to grow.
Overall, the South American vape market has incredible potential, and the brands that continue to innovate while adapting to local tastes and regulatory changes will be the ones that thrive. The competition will only intensify as more players enter the market, but the strong demand for vaping products offers plenty of opportunities for growth and success.
Russia: New Regulations, New Opportunities
Russia has recently implemented significant changes to its tobacco control laws, incorporating vaping products into the same regulations that govern traditional tobacco. This move has made the Russian vape market more stable, which is great news for both local and international brands looking to tap into this growing market. The new rules aim to protect consumers by ensuring that vaping products meet certain standards, while also providing a clear framework for manufacturers to follow.
The new regulations are expected to create more opportunities for brands to enter the market, but compliance with the new rules will be key to success. Disposable vape brands such as RINCOE, ELFBAR, WAKA, and PUFFMI have been particularly popular in Russia, with consumers drawn to their convenience and ease of use. These disposable vapes provide a hassle-free experience that appeals to first-time vapers and seasoned users alike, and their widespread availability in local stores has helped fuel their popularity.
In addition to disposable products, open-system vapes like VOOPOO, UWELL, and RINCOE are gaining ground in Russia, as more experienced vapers seek customizable options that offer more control over their vaping experience. Russian local brands like UDN, SOAK, HUSKY, and INFLAVE are also making their mark in the market, offering tailored solutions that reflect local tastes and preferences.
As the regulatory environment continues to stabilize, Russian consumers will have greater access to high-quality, safe products. Brands that can navigate the regulatory landscape while offering innovative products and a top-notch vaping experience are well-positioned to succeed in this market.
Key Takeaways: The Vape Market Is Shifting Fast
The global vape industry is rapidly evolving, especially in emerging markets where consumer demand is growing fast. Whether it’s Southeast Asia’s explosive rise, the Middle East’s growing interest in harm reduction, or South America’s young and dynamic market, the competition is fierce. Brands that are able to innovate while complying with ever-changing regulations will be the ones to thrive.
For vape companies, the key to success lies in staying ahead of local trends and continuously adapting to regulatory shifts. Ensuring that products meet quality standards and consumer expectations will be critical as the market matures. As new opportunities arise and regulations tighten, only the brands that can adapt quickly and maintain strong connections with consumers will continue to lead the charge in the global vape market.