The World Health Organization has, for the first time, estimated how many people vape worldwide—and the headline number is stark: more than 100 million users globally. The figure lands alongside mixed news on tobacco: smoking and other tobacco use have fallen sharply since 2000, yet one in five adults still uses tobacco, sustaining a massive burden of preventable disease.
In its new global trends report covering 2000–2024, WHO says total tobacco users declined from 1.38 billion in 2000 to 1.2 billion in 2024. Since 2010 alone, that’s 120 million fewer users—a 27% relative drop. But the agency warns that the tobacco and nicotine landscape is shifting, with industry innovation—and youth uptake—now squarely in the crosshairs.
Key numbers
- Total tobacco users: down to 1.2 billion in 2024 (from 1.38 billion in 2000).
- Adult vaping: at least 86 million, concentrated largely in high‑income countries.
- Adolescent vaping: at least 15 million users aged 13–15; in countries with data, children are on average nine times more likely than adults to vape.
- Gender trends: Women hit WHO’s 30% reduction target five years early (achieved in 2020). Female prevalence fell from 11% (2010) to 6.6% (2024), with numbers dropping from 277 million to 206 million. Men remain the vast majority of users—just under 1 billion—with prevalence down from 41.4% to 32.5% since 2010, but not on pace to meet the target before 2031.
Regional picture
- South‑East Asia: Men’s prevalence nearly halved—from 70% (2000) to 37% (2024); the region accounts for over half of the global decline.
- Africa: Lowest regional prevalence at 9.5% (2024) and on track for the 30% reduction, but absolute user numbers are rising with population growth.
- Americas: 36% relative reduction; prevalence now 14%, though data gaps persist in some countries.
- Europe: Highest regional prevalence at 24.1%; women in Europe have the highest female prevalence globally at 17.4%.
- Eastern Mediterranean: Overall prevalence 18%; increases continue in some countries.
- Western Pacific: Prevalence at 22.9% (down from 25.8% in 2010); women are low at 2.5%, while men are the highest of any region at 43.3%.
WHO’s message and the vaping spotlight
The report’s framing is unambiguous: WHO sees e‑cigarettes and other newer nicotine products—nicotine pouches and heated tobacco among them—as part of an “incessant chain” aimed at sustaining nicotine dependence and recruiting younger users.
“Millions of people are stopping, or not taking up, tobacco use thanks to tobacco control efforts,” said WHO Director‑General Dr Tedros Adhanom Ghebreyesus. “In response to this strong progress, the tobacco industry is fighting back with new nicotine products, aggressively targeting young people.”
“E‑cigarettes are fuelling a new wave of nicotine addiction,” said Etienne Krug, who leads WHO’s Department of Health Determinants, Promotion and Prevention. “They are marketed as harm reduction but, in reality, are hooking kids on nicotine earlier and risk undermining decades of progress.”
Policy push: faster, tighter controls
WHO urges governments to fully implement and enforce the MPOWER package and the WHO Framework Convention on Tobacco Control. Priorities include:
- Closing regulatory loopholes that allow targeting of children and adolescents.
- Regulating e‑cigarettes and other new nicotine products on par with tobacco where appropriate.
- Raising excise taxes, banning advertising, and expanding cessation services.
“Nearly 20% of adults still use tobacco and nicotine products. We cannot let up now,” said Jeremy Farrar, WHO Assistant Director‑General for Health Promotion and Disease Prevention and Care.
What this means for the vape industry
- Expect stricter youth‑focused rules: The adolescent vaping estimate (at least 15 million in the 13–15 bracket) is likely to accelerate age‑gating, retail compliance checks, flavor restrictions, and packaging/marketing curbs, particularly in high‑income markets where adult vaping is most established.
- Tax and product standards expansion: Fiscal measures that once targeted cigarettes are increasingly being adapted to e‑cigarettes and nicotine pouches; technical standards on emissions, nicotine concentration, and ingredients are likely to proliferate.
- Data deficits will drive policy: WHO notes gaps in some regions; as more surveillance comes online, jurisdictions without comprehensive e‑cig regulation today may move quickly once local prevalence is documented.
- Harm‑reduction debate intensifies: The agency’s messaging underscores a cautious or critical stance on vaping’s public‑health role, especially regarding youth. Industry and some public‑health stakeholders will continue to press the adult‑smoker substitution argument, but the policy center of gravity is moving toward tighter controls.
Methodology and caveats
- The report, “WHO global report on trends in prevalence of tobacco use 2000–2024 and projections 2025–2030,” aggregates 2,034 national surveys, covering an estimated 97% of the world’s population.
- Progress toward the 2025 goal: 27% relative reduction achieved versus a 30% target—short by roughly 50 million users.
- E‑cigarette figures are lower‑bound estimates (“at least” 86 million adults and 15 million adolescents). Adolescent estimates refer to ages 13–15; comparability with adult prevalence varies by country and survey design.
- Some countries in the Americas and other regions still lack comprehensive, recent data.
Bottom line
Smoking is down, but nicotine isn’t out. With more than 100 million vapers now in the global count and one in five adults still using tobacco, WHO is signaling that the next phase of control will focus heavily on new nicotine products—especially their appeal to young people. For the vape sector, the regulatory climate is set to tighten further, with enforcement and taxation poised to move up the agenda worldwide.
The Vape Observation team is composed of experienced e-cigarette enthusiasts. We are committed to bringing you the latest and best e-cigarette information. For more information, please follow us on Facebook and Twitter/X!
