The U.S. e-liquid market has experienced significant growth in recent years. In 2024, the market generated around $600 million in revenue.

The U.S. e-liquid market has experienced significant growth in recent years. In 2024, the market generated around $600 million in revenue. Projections indicate by 2027, this figure could reach around $1,109.7 million, reflecting a compound annual growth rate (CAGR) of 12.3% from 2022 to 2027.

Notably, the U.S. is the largest e-liquid market in the world, driven by its vast and diverse consumer base, high disposable incomes, and early adoption of vaping as a smoking alternative. The market's size and influence make it a focal point for innovation and competition within the global vaping industry.

Marketing - Digital only:

FDA strictly limits offline marketing. Most of the marketing is done online.

Brands use SEO, Email marketing, LinkedIn, Instagram, and YouTube.

Most Popular Flavors in 2024:

Most popular e-liquid flavors in U.S.

This was hard to make, but we had to go through different online shops and forums (like vaping360). Contact many shops, and get only a few replies, but here are the TOP 6 flavors of 2024:

1) Unicorn Milk - by Cuttwood

2) Killer Custard - by Vapetasia

3) Lava flow - by Naked 100

4) Butter Cookie - by SadBoy

5) Icy Mango - by Pachamama

6) Grape Drunk - by Ruthless

"The most fun part":

Then we decided to collect 1000 flavors from different U.S.-based brands and see what's trending.

Looking at the chart below, you can see that Strawberry seems to be on top, but not by a long margin.

The variety of flavors in the market is overwhelming! This is truly the biggest market, not only by volume but also diversity of flavors and combinations.

Our thoughts:

The U.S. market is the most competitive in the world.

To enter the market or gain a bigger share (if you are established already) requires you to have:

· More flavors

· Richer flavors,

· Unique flavors.

Novelty with the right marketing is the key for those willing to take risks.

Partnering up with the right supplier, to outsource your production is another logical way to be highly competitive.

Stay tuned, as we are going even deeper to gain more insights, by attending TPE 2025 and going around the States to learn more.