The Europe e-cigarettes market size reached USD 23.1 Billion in 2025 and is projected to reach USD 91.6 Billion by 2034, with a CAGR of 16.03% during 2026-2034
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2013: Psychopharmacology "Acute electronic cigarette use: nicotine delivery and subjective effects in regular users": This study found there are big individual differences in nicotine levels among e-cigarette users, even when they all vape on the same device
A similar effect occurs with dissuasively coloured cigarettes with darker coloured cigarette paper, opposing the desired persona of smokers, increasing their perceptions of the cigarette in causing harm, and stimulating quit attempts 21,26