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A Comprehensive Guide to E-cigarettes Owned by Multinational Companies and Leading Brands Worldwide

The vaping industry, particularly the e-cigarette segment, has experienced exponential growth over the past decade. This rise is largely driven by technological innovations that have made these devices more user-friendly and efficient. As consumers become more health-conscious, there is a significant shift from traditional smoking to alternatives perceived as less harmful, such as e-cigarettes. Marketing efforts by e-cigarette companies have also played a crucial role, promoting these products as potential harm-reduction tools.

Several factors contribute to the booming e-cigarette market. Firstly, innovation in e-cigarette technology has led to the development of devices that provide a more satisfying user experience. Companies are investing heavily in research and development to create products that not only mimic the sensation of smoking but also offer various flavors and customization options. Secondly, the changing consumer preferences, particularly among smokers seeking less harmful alternatives, have fueled the demand for e-cigarettes. Lastly, aggressive marketing strategies by e-cigarette companies, which position their products as modern and safer alternatives to traditional cigarettes, have significantly impacted their adoption.

This blog post aims to provide a comprehensive overview of the leading multinational companies and their e-cigarette products. It will explore the key players in the industry, detailing their product offerings, market presence, and strategic initiatives. Additionally, the post will delve into market dynamics, emerging trends, and provide detailed insights into market share and usage trends among youth and young adults.


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Major Multinational Companies and Their E-cigarette Products

Altria Group, Inc.

  • Key Products: NJOY Daily, NJOY Ace
  • Establishment: 1985
  • Headquarters: Richmond, USA
  • Market Presence: USA, various international markets
  • Website: Altria
  • Product Offerings: E-cigarettes, vapor products
  • Recent Developments: Exit from Juul

Altria Group, Inc. has been a significant player in the tobacco industry and has expanded its portfolio to include e-cigarettes. With the acquisition of NJOY, Altria offers user-friendly devices such as the NJOY Daily and NJOY Ace. The company’s recent exit from its stake in Juul highlights its strategic shifts within the market.

Prior to its purchase of NJOY, Altria cut ties with Juul, exiting a stake that had lost much of its value amid Juul’s legal setbacks. In 2018, Altria’s investment in Juul was worth $12.8 billion. In March 2023, before Altria’s exit, the stake was valued at $250 million.

Altria’s NJOY brand, despite its recent entry, secured a 10% market share in the USA, showcasing its rapid growth and market acceptance.

— Statista

British American Tobacco (BAT)

  • Key Products: Vuse Alto, Vuse Vibe
  • Establishment: 1902
  • Headquarters: London, UK
  • Market Presence: Global
  • Website: BAT
  • Product Offerings: E-cigarettes, vapor products, nicotine pouches

British American Tobacco (BAT) is one of the largest players in the global tobacco market, and its Vuse brand is a leading name in the e-cigarette segment. Vuse products, such as Vuse Alto and Vuse Vibe, are known for their quality and variety, catering to different consumer preferences across various markets.

Philip Morris International Inc.

  • Key Products: VEEV, nicotine pouches
  • Establishment: 1847
  • Headquarters: New York, USA
  • Market Presence: Global
  • Website: PMI
  • Product Offerings: Heated tobacco products, e-cigarettes, nicotine pouches

Philip Morris International (PMI) has been at the forefront of innovation in the tobacco industry. Its e-cigarette products, including IQOS and VEEV, focus on providing a premium vaping experience. PMI’s commitment to research and development has positioned it as a leader in the smoke-free product market.

In Japan, IQOS has become a market leader, reflecting the country's preference for heated tobacco products over traditional cigarettes.

— imarcgroup

Imperial Brands

  • Key Products: blu, myblu
  • Establishment: 1901
  • Headquarters: Bristol, UK
  • Market Presence: Global
  • Website: Imperial Brands
  • Product Offerings: E-cigarettes, vapor products
  • Subsidiaries: Fontem Ventures

Imperial Brands acquired the blu brand in 2014, making a significant entry into the e-cigarette market. The blu and myblu products are well-established, offering both disposable and pod-based systems that cater to various consumer needs.

Japan Tobacco International (JTI)

  • Key Products: Logic
  • Establishment: 1999
  • Headquarters: Geneva, Switzerland
  • Market Presence: Global
  • Website: JTI
  • Product Offerings: E-cigarettes, vapor products

Japan Tobacco International (JTI) markets the Logic brand, which includes a range of e-cigarettes from disposables to advanced personal vaporizers. JTI’s global reach and diverse product range make it a key player in the e-cigarette market.

Reynolds American Inc. (Subsidiary of BAT)


  • Key Products: Vuse Solo, Vuse Ciro, Vuse Vibe
  • Establishment: 1875
  • Headquarters: Winston-Salem, USA
  • Market Presence: USA
  • Website: Reynolds American
  • Product Offerings: E-cigarettes, vapor products

As a subsidiary of BAT, Reynolds American focuses on the US market with its Vuse brand. Products like Vuse Solo, Vuse Ciro, and Vuse Vibe are designed to meet the preferences of American consumers.

KT&G (Korea Tobacco & Ginseng Corporation)

  • Key Products: Lil Vapor
  • Establishment: 1989
  • Headquarters: Daejeon, South Korea
  • Market Presence: South Korea, expanding internationally
  • Website: KT&G
  • Product Offerings: E-cigarettes, vapor products

KT&G’s Lil Vapor is gaining popularity in South Korea due to its compact and user-friendly design. The company is also expanding its presence in international markets, leveraging its strong domestic base.

China National Tobacco Corporation (CNTC)

  • Key Products: MOK, CIGOO
  • Establishment: 1982
  • Headquarters: Beijing, China
  • Market Presence: China, various international markets
  • Website: CNTC
  • Product Offerings: E-cigarettes, vapor products
  • Market Strategy: Emphasis on design and user experience

China National Tobacco Corporation (CNTC) is the largest tobacco company in the world. Its e-cigarette products, such as MOK and CIGOO, focus on design and user experience, catering to the preferences of Chinese consumers and expanding globally.

Relx Technology

  • Key Products: Relx
  • Establishment: 2018
  • Headquarters: Shenzhen, China
  • Market Presence: China, expanding globally
  • Website: Relx
  • Product Offerings: Pod-based vaping systems
  • Global Expansion: Strong emphasis on technology and design

Relx Technology has quickly become a leading brand in China and is expanding globally. Relx devices are known for their sleek design and advanced technology, providing a seamless and satisfying vaping experience.

Understand more about The Smoke Free Revolution: Understanding Nicotine and Better Choices for Adult Smokers
  • Innovation in E-cigarette Technology: Continuous advancements in technology have led to the development of more efficient and user-friendly e-cigarette devices.
  • Shifting Consumer Preferences: Smokers are increasingly opting for e-cigarettes as a less harmful alternative to traditional cigarettes.
  • Regulatory Landscape and Impact: The evolving regulatory environment impacts market dynamics, with companies needing to adapt to new laws and guidelines.
  • Marketing Strategies and Their Effects: Aggressive marketing strategies have been crucial in promoting e-cigarettes, positioning them as modern and safer alternatives.


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Market Share and Industry Insights

The global e-cigarette market has been dominated by a few key players. According to Statista, companies like BAT, PMI, and Altria have consistently held significant market shares from 2014 to 2021. BAT, with its Vuse brand, has seen substantial growth, becoming a market leader in various regions. PMI’s IQOS has also captured a notable share, particularly in markets where heated tobacco products are popular.

  • In 2021, BAT’s Vuse brand held approximately 30% of the global e-cigarette market share.
  • PMI’s IQOS accounted for around 25% of the market share, driven by its popularity in Japan and other key markets.
  • Altria’s NJOY, despite its recent entry, has gained a foothold with a 10% market share in the USA.

These figures highlight the competitive nature of the e-cigarette market, with major tobacco companies leveraging their resources and market reach to dominate the segment.

Recommended Reading: For more detailed guidance on Quitting Timeline read Nicotine Withdrawal Guideline.

E-cigarette Use Among Youth and Young Adults

E-cigarette use among youth and young adults has been a growing concern. According to the report by the Surgeon General, the prevalence of e-cigarette use among high school students increased significantly from 2011 to 2019. In 2019, about 27.5% of high school students reported using e-cigarettes, up from 11.7% in 2017.

Several studies have examined the factors contributing to the rise in e-cigarette use among youth. Marketing strategies that appeal to younger audiences, such as flavored e-liquids and sleek product designs, have played a significant role. Additionally, the perception of e-cigarettes as a safer alternative to traditional cigarettes has led many young people to adopt vaping.

The report by the Surgeon General emphasizes the need for stricter regulations and public health interventions to curb the use of e-cigarettes among youth. Policies aimed at restricting the sale of flavored e-cigarettes and implementing educational campaigns can help address this public health issue.


A mix of established tobacco giants and innovative independent companies dominates the e-cigarette industry. These entities invest heavily in research, development, and marketing to cater to a wide range of consumer preferences. The industry continues to evolve, driven by technological advancements, changing consumer preferences, and regulatory changes. As the market dynamics shift, these companies are likely to remain at the forefront of the vaping revolution, pushing the industry towards a smoke-free future.

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The information provided in this blog post is for educational and informational purposes only. This information is not intended as health or medical advice. Always consult a physician or other qualified health provider regarding any questions you may have about a medical condition or health objectives.

The views and opinions expressed in this blog are those of the author and do not necessarily reflect the official policy or position of any other agency, organization, employer, or company, including Black Note and its affiliates. The author, who is not a medical professional, writes this blog post without intending to offer medical advice or replace advice or treatment from a personal physician.

This blog post discusses tobacco products, e-cigarettes, and related substances, intended solely for adult use and potentially harmful to health. We advise all readers/users of this content to quit smoking and/or vaping, or to consult a doctor before starting or continuing to smoke and/or vape.

The author, the blog, Black Note, and its affiliates assume no responsibility for any actions or inaction a reader takes based on the information presented in this blog. We do not intend this content to promote smoking or vaping, and readers should interpret it accordingly.

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