According to a report by the Market and Consumer Data Company, Indonesia has become the country with the largest number of e-cigarette users in the world, with up to 25% of Indonesian respondents saying they use e-cigarettes occasionally. Meanwhile, e-cigarettes are quite popular in Switzerland (15% of respondents) and the UK (13%). As the chart above shows, the use of e-cigarettes in the United States and Canada, while lower than in Indonesia, is also quite popular. However, e-cigarettes are less popular in Brazil, where only 6 percent of respondents said they used them occasionally. The number of users in Morocco is even smaller, with only 2% of respondents having ever used the product.

The survey was conducted online with about 1,000-9,500 respondents aged 18-64 from several countries, including Indonesia, and was conducted between January and March 2023. E-cigarettes have become increasingly popular in recent years, especially with the emergence of a number of new brands. Although e-cigarettes are generally considered to be less harmful than smoking cigarettes and are often used as a tool to help quit smoking, the World Health Organization warns that it is too early to make judgments about the long-term effects of e-cigarette use or exposure. Single-use e-cigarettes have also been criticized for targeting younger consumers through marketing campaigns and luring them into smoking, and although e-cigarettes do not burn tobacco, they often still contain nicotine, which is highly addictive.

The Indonesian government has recognized the legalization of e-cigarettes since 2018, and the consumption tax of e-cigarettes is 57%, according to the report of Statista market research agency, Indonesia is the country with the highest proportion of the population using e-cigarettes in the world, of which 25% of Indonesian respondents said they consume e-cigarettes, and the e-cigarette consumer population in Indonesia is more than 3 million.

Fachmi, chairman of the Indonesian e-cigarette Retail Association, said that at present, the number of practitioners in the Indonesian e-cigarette industry has reached more than 5,000, including retail stores all over Indonesia, and there are more than 20 mainstream brands of e-cigarettes in Indonesia in 2023, and the market size is expected to be about $400 million, accounting for about 15% of the global e-cigarette market share.