Philippines E-Cigarette Market Analysis 2026

1. Market Size and Growth

The Philippines' e-cigarette market grew from US$342 million in 2021 to US$479 million in 2023, before declining for two consecutive years to approximately US$439 million in 2024 and US$383 million in 2025. A modest recovery to US$390.4 million is forecast for 2026, representing year-on-year growth of approximately 1.9%.

Market size is forecast to reach US$375.6 million in 2027, approximately 3.8% below 2026. These forecasts show short-term fluctuations, with the modest recovery projected for 2026 not continuing into the following year.

Within the 2026 market forecast, consumable products, including e-liquids, pods and disposable e-cigarettes, account for approximately US$284 million, compared with around US$107 million for standalone hardware. Consumables therefore represent the larger share. Category amounts retain the rounded values listed in the source material.

2. User Numbers and Device Preferences

E-cigarette user numbers in the Philippines rose from approximately 1.5 million in 2021 to 2 million in 2023, before declining to 1.9 million in 2024 and 1.75 million in 2025. The total is forecast to reach around 1.7 million in 2026 and 1.5 million in 2027. Daily users are forecast to account for 40% of e-cigarette users in 2026.

Open pod systems have the highest forecast user share of any individual device type in 2026, rising from 20% in 2021 to 35%. The share of closed pod systems rises from 10% to 24%. Together, the two pod categories increase from 30% to 59%, representing a larger proportion of users.

Over the same period, the user share of advanced open-system devices falls from 45% to 14%, while basic open-system devices decline from 15% to 6%. Disposable e-cigarettes are forecast to account for 21% of users in 2026, slightly below 23% in 2025.

3. Product Mix

Pod products are forecast to account for 36% of market sales value in 2026, making them the largest individual category. Their sales value share rises gradually from 21% in 2021 to 30% in 2025, with a further increase to 42% forecast for 2027.

The sales value share of hardware excluding e-liquid falls from 43% in 2021 to 27% in 2026, while bottled e-liquids decline from 14% to 11%. Disposable e-cigarettes account for 33% in 2023 and are forecast to fall to 25% in 2026, before a slight recovery to 26% in 2027.

Sales value shares and device user shares describe different aspects of the market. In 2026, disposable e-cigarettes are forecast to account for 25% of sales value and 21% of users. Open and closed pod systems together account for 59% of users, while pod products represent 36% of sales value.

4. Sales Channels

Forecast channel user shares are relatively close in 2026: online vape retailers and specialist vape stores each account for 35%, while traditional retail channels account for 30%. The two offline channels together represent 65%, with online channels still reaching approximately one-third of users.

Channel shares fluctuate substantially between years. Online channels fall from 45% in 2023 to 17% in 2025, before a forecast recovery to 35% in 2026. Traditional retail channels rise from 10% in 2023 to 40% in 2025, before a forecast decline to 30% in 2026.

The source material lists approximately 3,700 specialist vape stores and around 136,000 monthly online visits from within the Philippines. The number of online vape retailers is not provided. Monthly visits measure traffic volume and use a different metric from channel user shares.

5. Brands and Product Categories

5.1 Bottled E-Liquid Brands

The bottled e-liquid list includes Vapelf, Kumiho, Pastry Vapors, Oven, Nitro, Classico, LongDrag and Vape Barn. Bottled e-liquids are forecast to account for 11% of market sales value in 2026, forming part of the local market alongside devices and pod products.

5.2 Open-System Devices

The open-system device list includes GeekVape, Voopoo, Vaporesso, Lost Vape, Uwell, Innokin, Smok, Eleaf and Joyetech. Device user categories include basic kits, open pod systems and advanced kits, with open pod systems accounting for the largest share.

5.3 Closed Systems

The closed-system list includes X-Vape, Oxva, Relx, Demon Vape, Yumi, Flava, Chillax, Black Elite and Vagend. Brands are listed according to the classifications in the source material. No individual brand shares are provided, and the order does not represent a sales ranking.

6. Reference Prices

Among the online reference prices listed, open pod devices cost approximately US$21.00, basic open-system devices US$26.41 and advanced open-system devices US$30.96. Closed pod devices are approximately US$7.81, disposable e-cigarettes US$6.33 and prefilled pods US$2.40. These figures represent reference prices for a single purchase of each product type.

Bottled e-liquids are listed by price per milliliter: both 30 ml ready-to-use freebase e-liquids and 30 ml ready-to-use nicotine-salt e-liquids are approximately US$0.19 per milliliter. The source material does not provide specific prices for 60 ml or 100 ml ready-to-use freebase e-liquids.

7. Market Trends and Outlook

7.1 A Modest Market Recovery as User Numbers Decline

Market size is forecast to grow by approximately 1.9% year on year in 2026, while user numbers fall from 1.75 million in 2025 to 1.7 million. Both market size and user numbers are forecast to decline in 2027. Changes in market value and user numbers do not move in parallel and should be considered separately.

7.2 Pod Devices and Pod Products Gain Share

Open and closed pod systems together are forecast to increase from 59% of users in 2026 to 61% in 2027. Within this total, open pod systems fall from 35% to 31%, while closed pod systems rise from 24% to 30%. Over the same period, the sales value share of pod products is forecast to increase from 36% to 42%, with changes also occurring within the two device categories.

7.3 Channel Forecasts Show Large Year-to-Year Changes

In 2027, the user share of traditional retail channels is forecast to rise from 30% in 2026 to 57%, while specialist vape stores fall from 35% to 30% and online channels decline from 35% to 13%. Together with the reverse changes between 2025 and 2026, these forecasts indicate substantial channel fluctuations that warrant year-by-year tracking.

8. Milsons Vape Product Solutions

The Philippines' e-cigarette market is moving toward wider adoption of pod products, growth in pod consumption and changes in sales channel structure. As the user share of closed pod systems continues to rise, pod products are becoming an important area of market growth. Brands are also placing greater demands on e-liquid–device compatibility, product quality, cost control and a stable supply.

As a professional e-cigarette product solutions supplier, Milsons Vape brings together e-cigarette devices, e-liquid development, product design and supply chain resources to provide customized product solutions for brands planning to enter the Philippines or expand their existing business.

In response to developments in the Philippine market, Milsons Vape offers the following strengths:

Device and E-Liquid Co-Development: Drawing on experience in matching devices with e-liquids, we optimize atomization performance, flavor and product stability, and provide compatibility solutions for closed pod systems and pod products.

Market Insights and Product Customization: We consider local consumers’ device usage habits, product preferences and price expectations to help brands refine their product mix and develop products suited to their target market.

Product Performance and Cost Optimization: Through product design, formulation optimization and coordination of supplier resources, we help control sourcing costs while maintaining product quality and improving market competitiveness.

Supply Chain and Quality Management: We provide supplier selection, purchasing coordination and quality control services to help brands improve product quality consistency and supply stability.

Logistics and Delivery Coordination: Drawing on supply chain management experience, we support clients with transportation and delivery solutions, helping them respond to changes in market channels and cross-border sourcing requirements.

Milsons Vape focuses on product development and sourcing costs, as well as coordination across device selection, e-liquid compatibility, quality management and logistics delivery. This helps clients improve product development and sourcing efficiency and better adapt to changes in the Philippine e-cigarette market.

Please contact us at info@milsonsvape.com to learn more about e-cigarette product solutions for the Philippines and other overseas markets, and to discuss your product development and sourcing requirements.

Milsons Vape — Top-Tier E-Cigarette Solutions Company.

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