The Rise of E-Cigarettes in Brazil: Trends and Challenges.

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The Rise of E-Cigarettes in Brazil: Trends and Challenges.
Brazil sees 4x increase in e-cigarette sales from 2018-2022, with a 1150% rise in searches for "e-cigarette".

According to multiple foreign media reports, sales of electronic cigarettes in Brazil have increased fourfold between 2018 and 2022. Additionally, searches for the term "electronic cigarette" in Brazil have increased by over 1150% between 2021 and 2023. Specifically, searches for "vape eletrônico" (electronic cigarette) and "cigarro eletrônico vape" (vape electronic cigarette) have increased by over 550% and 650% nationwide, respectively.


According to statistical data, 6 million adult smokers in Brazil have tried electronic cigarette products, with 2.2 million adults claiming to have smoked e-cigarettes in the 30 days prior to being interviewed. Compared to the first year of survey in 2018, the number of e-cigarette consumers has grown by more than 4.5 million people.


Although Brazil has had a complete ban on electronic cigarettes since 2009, it is apparent that this prohibition has not deterred consumption in the country.


According to reports, many Brazilian consumers are unaware that the electronic cigarettes they are using are products of illegal trade. Alexandra Bastos, an advisor for BAT Brazil, stated that without regulations concerning the commercialization, manufacturing, distribution, and content of these products, all consumers are at risk of using illegal products and remain ignorant of the source, manufacturer, or actual components of the devices.


It is worth noting that although Brazil has had a lenient regulatory approach towards the black market of e-cigarettes, leading to rampant illegal activity, the Federal Revenue Service of Brazil has recently begun to crack down on the illegal import and commercialization of smuggled e-cigarettes. In 2022 alone, 1.1 million e-cigarettes were seized. In a national operation held in July of last year, a total of 290,000 e-cigarettes were seized in just one day.




In two years, the search for electronic cigarettes in Brazil has increased by over 1,150%.


The consumption of electronic cigarettes in Brazil quadruples between 2018 and 2022.


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