Rising Popularity of E-Cigarettes in Brazil: 690,000 New Users, 2.9 Million in Total

According to a recent report by local Brazilian media outlet metro1, research firm Ipec's data reveals that the e-cigarette market in Brazil witnessed an influx of 690,000 new users in 2023, resulting in a total of 2.9 million e-cigarette users.

Over the past six years, the proportion of e-cigarette users among the population in Brazil has increased from 0.3% to 1.8%. A recent survey reveals that the usage rate of this type of e-cigarette in the state of Mato Grosso is particularly noteworthy, as the number of smokers in the state has risen from 1.8% of the population to 4%, representing a growth of 122% during the period from 2022 to 2023.

After Mato Grosso do Sul, the states with the highest increase in e-cigarette usage are Goiás (with a 107% increase), Minas Gerais (with a 100% increase), and Paraná (with a 32.4% increase). Despite a decrease of 18%, the Federal District remains the region with the highest e-cigarette usage rate, with one e-cigarette device per 4.5 households.

However, the Brazilian National Health Surveillance Agency (ANVISA) is currently considering whether to continue banning or regulate the e-cigarette market. Due to the strict prohibition of e-cigarettes, a black market has emerged in Brazil.

A study conducted by the Industrial Federation of the state of Minas Gerais (Fiemg) in Brazil estimates that the market in question has an annual turnover of 7.5 billion Brazilian reais (approximately 110 million Chinese yuan). Most of the goods come from China and Paraguay. In terms of tax alone, the country has lost 2.2 billion Brazilian reais, and the industry has created 110,000 job positions.