China Vape Export Continue Maintain Vitality: Decoding The Trends

Driven by the tightening of global tobacco control policies and the upgrading of consumer demand, the vape is undergoing unprecedented changes. Despite facing regulatory pressure and market restructuring, industry data and market dynamics in 2025 show that vapes still maintain strong vitality in exporting goes global. From North America to Europe, from product innovation to channel expansion, Chinese vape companies are opening up new paths in the wave of globalization through technological iteration, compliance layout, and localized operations. Today we will conduct a detailed analysis of the global vape industry:

China vape continue to maintain vitality when going global: decoding the five major trends in the second half of 2025

Top platform in the United States: Transparent oil tanks and large mouth products continue to lead the way

The update frequency of vapesourcing product library on well-known vape website in the United States intuitively reflects the innovative vitality of the market. In the current platform homepage and search results page, the proportion of new transparent oil tank equipment products is relatively high, and the popularity of large mouth atomization products is high. New electronic water pipe products are constantly emerging, which integrate the functions of traditional water pipes and vapes, focusing on low nicotine concentration, large capacity, and DTL (direct to lung) smoke mode.
It is worth noting that the number of SKUs for vape pod products has increased month on month, reflecting the industry’s deep exploration of the “consumables economy”. Users are transitioning from purchasing devices to consuming consumables.

MHRA data from the UK: Dual wheel drive for interchangeable and open equipment

According to the data released by the UK Medicines and Health Products Agency (MHRA) for vape products from June to August 2025, the total number of SKUs that completed compliance registration within three months reached 5575, with an average daily increase of about 62. Outstanding performance of equipment products: With the advantages of “low maintenance cost+stable taste”, the registration volume of the cartridge exchange equipment from June to August was 892, 1015, and 927 respectively, accounting for over 50%.
The registration volume of vape refillable open system (which can independently replace atomization coils/e-liquids) reached 689 in August, an increase of 27% compared to June, with personalized elements such as metal body and modular design becoming the main selling points. The data shows that the dual demand for “compliance+innovation” in the UK market is driving the diversification of equipment categories.

Community search frenzy: explosive and counterfeit products become core targets

The information density and activity of the vape industry community directly reflect the response speed of the industry chain. In the current community, there are many discussions related to “finding products”, with the core goals focused on two categories: one is to track the “hot products” on platforms or offline channels, and quickly follow up on the development of similar products; the other is to conduct “minimally invasive new imitations” for market hot products, shortening the development cycle to seize the market window period.
The activity level of major vape communities is on the rise, and the enthusiasm for finding products has significantly increased. These communities mainly focus on popular or counterfeit products, reflecting that the market’s pursuit and imitation of popular products are still one of the most important strategies.

Promoting Talents in Europe and America: Channel Changes Behind the Surge in Demand

The demand for talent who understand the market and are proficient in operation has significantly increased among vape companies. According to recruitment platform data, the number of job for “Vape Overseas Promotion Specialist” positions will increase year-on-year from July to August 2025, with salary ranges generally ranging from 15-25k RMB/month (with a commission ratio of 1% -3% of sales revenue for enterprises).
The core responsibilities of the position include: expanding localized channels in Europe and America (such as chain convenience stores and vape specialty stores), vividly displaying terminal stores (designing banners and posters based on local consumption habits), and providing real-time feedback on competitor dynamics (monitoring prices, promotional strategies, and user evaluations).

Nicotine pouches outbreak: Chinese vape companies need to break through in market

Nicotine pouches (solid nicotine products that can be smoked without heating) have become the “dark horse category” in the vape market by 2025. Sales in major European countries (Germany, France, UK) increased by 217% year-on-year in the first half of the year, while the penetration rate in the US market jumped from 3% to 11%. The repurchase rate for young consumers (aged 18-25) reached 45%.
Chinese vape manufacturers still focus mainly on electronic atomization products, with relatively limited investment in nicotine pouches. This may be an overlooked market opportunity, but it also means that Chinese companies still have insufficient layout in emerging product lines.
The core constraints include: technical aspects (nicotine salt crystallization control, bag material breathability), certification aspects (high requirements for child protection by EU TPD certification, PMTA audit by US FDA), and brand aspects (European and American consumers tend to choose local historical brands). At present, only a few Chinese companies are attempting to break through by collaborating with European laboratories to develop and acquire small local brands, but long-term investment is still needed to increase market share.

The summary of the above 5 trends is for the export of vape from China. I still maintain an optimistic attitude because vape is a fast-moving consumer product. This product has a huge market. Chinese vape factory and vape manufacturer need to adjust their direction according to the laws and regulations of each region and country, and produce vape products that meet the required specifications. Let’s wish the vape industry continued success and prosperity