Indonesia E-cigarette - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The indonesia e-cigarette market size is projected to be USD 374.76 million in 2025, USD 413.73 million in 2026, and reach USD 703.77 million by 2031, growing at a CAGR of 11.21% from 2026 to 2031. This report is Segmented by Product Type (E-Liquid, E-Cigarette Devices [Disposable, Non-Disposable]), Distribution Channel (Traditional Retail, Modern Trade, E-Commerce), and City (Jakarta, Surabaya, Medan, Bandung, Bali, Rest of Indonesia). The Market Forecasts are Provided in Terms of Value (USD).

Indonesia E-cigarette Market Trends and Insights

Growing Awareness of Alternative Smoking Products

The Indonesia e-cigarette market benefited from the country’s large conventional smoking base. Adult male smoking prevalence reached 57.9% in 2023, creating a broad group of consumers who may consider alternative nicotine products. Awareness has also moved beyond niche hobby users. APVI indicated that active e-cigarette users exceeded 4 million in 2024, rising from a much smaller base only a few years earlier. In major cities such as Jakarta and Surabaya, product trials spread through workplaces, cafes, vape shops, and social circles, making e-cigarettes more visible to potential users. The Indonesia e-cigarette market also gained from GR 28/2024, which treated e-cigarettes as a separate addictive substance category rather than fully combining them with conventional tobacco. This regulatory distinction helped consumers view e-cigarettes as a separate product class. As testing and registration rules became clearer, formal products gained more credibility than illicit and unregistered items, supporting stronger conversion from curiosity to paid use.

Rising Acceptance of Vaping as a Lifestyle Choice

The Indonesia e-cigarette market showed demand patterns driven largely by lifestyle use rather than smoking cessation alone. Vaping gained cultural relevance in cafes, nightlife venues, and youth social settings, increasing its visibility as a daily accessory rather than as a medical or quitting tool. A 2025 study in Jurnal Sosial Teknologi found that social media content on e-cigarettes in Indonesia was largely positive, while warnings were often limited or visually weak, helping create a more favorable public image. Bali clearly reflected this trend, as BPS-reported e-cigarette prevalence in the province reached 2.24% in March 2025, the highest in Indonesia, indicating that tourism-heavy and outward-looking environments accelerated adoption. The market also showed a shift toward culturally localized products, as brands developed flavors around local taste cues and competed on familiarity and identity, in addition to hardware features.

Uncertain Regulatory Enforcement

The Indonesia e-cigarette market faced its biggest restraint from uncertainty in how rules would be enforced across cities and districts. GR 28/2024 imposed age verification, school-distance restrictions, and testing obligations, but implementation capacity was uneven across Indonesia’s large and fragmented administrative structure. APVI warned that strict application of the 200-meter school-distance rule in dense cities could force many vape stores to relocate or close, especially in Java where urban retail clusters are tightly packed. The Indonesia e-cigarette market also faced a difficult balance between compliance and affordability, because stronger enforcement against illicit supply could raise prices in the formal channel and push some consumers toward unregulated products instead of away from vaping. BPOM’s expanded supervisory role under the 2025 framework was an important step, but turning central authority into consistent field enforcement across an archipelagic country remained a multi-year task.

Other drivers and restraints analyzed in the detailed report include:

• Strong Influence of Youth and Young-Adult Preferences
• Product Innovation and Device Variety
• Ban or Limits on Certain Additives and Flavors

Segment Analysis

E-cigarette devices held 77.54% of the Indonesia e-cigarette market in 2025, which showed that category entry still depended heavily on an initial hardware purchase before repeat liquid spending built up. The Indonesia e-cigarette market developed around hardware-led adoption because users typically began with a device decision and only later formed brand loyalty around pods or liquids. Closed-system and pod-based formats gained ground over open-system mods between 2020 and 2025 as convenience, portability, and easier everyday use became more important in urban settings. This shift also aligned with GR 28/2024 cartridge rules, so device formats that already fit those specifications were better placed to scale in formal retail.

E-liquid accounted for the remaining 22.5% share in 2025 and is forecast to grow at 13.23% CAGR through 2031, making it the faster-moving side of the Indonesia e-cigarette market as the installed base of device users expands recurring consumption. That growth path reflected repeat purchase behavior, since once a device entered regular use, liquid and pod replenishment became the more frequent spending line. The Indonesia e-cigarette industry had historically supported a wide local flavor culture with hundreds of producers, which made liquids the most diverse part of the category. That diversity gave local brands an edge in taste familiarity and price flexibility, even when multinational brands led in device systems.

Complete Report Scope:

• By Product Type
  • E-Liquid
  • E-Cigarette Devices
    • Disposable E-Cigarette
    • Non-Disposable E-Cigarette
• By Distribution Channel
  • Traditional Retail
  • Modern Trade
  • E-Commerce
• By City
  • Jakarta
  • Surabaya
  • Medan
  • Bandung
  • Bali
  • Rest of Indonesia

List of Companies Covered in this Report:

• RELX Technology Co., Ltd.
• British American Tobacco plc
• Philip Morris International Inc.
• Japan Tobacco Inc.
• Altria Group, Inc.
• Imperial Brands plc
• Shenzhen Smoore Technology Limited
• Shenzhen IVPS Technology Co., Ltd.
• Shenzhen Geekvape Technology Co., Ltd.
• Shenzhen Vaporesso Technology Co., Ltd.
• Shenzhen Joecig Technology Co., Ltd.
• Shenzhen Innokin Technology Co., Ltd.
• Shenzhen Aspire Technology Co., Ltd.
• Juul Labs, Inc.
• NJOY, LLC
• R.J. Reynolds Vapor Company
• PT HM Sampoerna Tbk
• PT Bentoel Internasional Investama Tbk
• PT Nuvens Prima Retail
• PT Rokok Elektrik Enak

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support