The Ukrainian e-cigarette market operates almost entirely in a grey zone: according to a market review prepared by Kantar in April–May 2026, 93.3% of the products in circulation do not meet legal requirements, and only every twenty-fifth unit of goods is fully legal — about 4%. This is reported by RBC-Ukraine, citing the results of a study in which 600 adult e-cigarette users residing in Ukraine, who use them at least once a week, took part.
Market structure and consumer habits
In terms of structure, the most popular type of device became e-cigarettes with replaceable reusable cartridges/pods — accounting for 42% of mentions, followed by disposable e-cigarettes (39%). Next come vapes with a built-in refill tank (21%) and e-cigarettes with replaceable disposable cartridges (18%). The sum of the shares exceeds 100% because respondents could use several types of products simultaneously. In terms of sales channels, offline dominates: 75% of users buy devices in retail stores, while only 25% buy them online. The average liquid consumption is 1.7 ml per day.
Who controls the market of devices and liquids
Two-thirds of the market for devices and cartridges/pods is controlled by three Chinese companies: VapeOnly (Elf Bar, Lost Mary brands), Smoore (Vaporesso) and Woody Vapes (VooPoo). On the liquid market, Ukrainian manufacturers Chaser Lab, Liquid Lab and Octolab hold a significant share — about a third — alongside the Chinese VapeOnly. Thus, the liquid niche is more localized, while the segment of devices and pods is dominated by imported Chinese production.
Where the concentration of illegal turnover is highest
The highest level of illegal products was recorded in the segments of disposable devices and e-cigarettes with reusable cartridges and pods — there the share of illegal goods approaches 100%. The authors of the study also identified typical signs of illegality in vape products, which consumers and regulatory authorities can use as a guide when assessing whether a product meets legal requirements.
Contradictory data
The context surrounding industry associations deserves separate attention. The All-Ukrainian Association of the E-Cigarette Market (VARES) publicly positions itself as an association of legal importers and manufacturers. However, according to journalistic investigations, the activities of all association members have been involved in court proceedings related to the illegal turnover of excisable products and evasion of excise payments; journalists referred to materials from the Unified Register of Court Decisions concerning companies linked to association members. Thus, VARES's self-presentation as a “legal” association and the court register data on its members being involved in illegal turnover cases form a contradiction of versions that requires further verification.
Methodology and the study's client
The e-cigarette market review was conducted by Kantar in April–May 2026 at the request of the largest tobacco manufacturers in Ukraine. The sample consisted of 600 adult e-cigarette users residing in Ukraine who use them at least once a week. The study results, published by several Ukrainian media outlets, are broadly consistent on the key estimate of the share of legal products.
