E-cigarettes majorly include nicotine, propylene, glycol, glycerin, and flavorings in liquid form that gets vaporized. They are made up of a cartridge, a battery, e-liquid and an atomizer that heats up ingredients in cartridge that creates a vapor inhaled by the consumer. They are tobacco free and do not produce any combustion, smoke, and odor. E-cigarettes function similar to normal cigarettes with visible vapor and an LED light produced when the user draws on an e-cigarette, E-cigarettes tend to offer a sensation (nicotine hit) similar to conventional tobacco cigarettes. According to the US Food and Drugs Administration (FDA), e-cigarettes convert the chemicals such as nicotine into an aerosol that is inhaled by the user.


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Increasing health awareness regarding the use of cigarettes, adoption of eco-friendly products, and the tax hike of regular cigarettes are the factors contributing to growth of the e-cigarettes market. In July 2013, the World Health Organization (WHO) issued a statement regarding the potential risks of using e-cigarettes, which include throat irritation and coughing. This is expected to hamper the growth of the global e-cigarettes market.

Among product type, modular e-cigarettes segment witnessed a significant market share in 2016. The modular e-cigarettes are available in various flavors can be refilled by the user, and also allow the user to adjust the power that is delivered from the e-battery to the atomizer. E-cigarettes are gaining significant traction owing to wide availability of different flavors and improved inhaling experience, which in turn is driving growth of the e- cigarettes market.
Manufacturers are adopting strategies such as mergers and acquisitions in order to increase their share in the global e-cigarettes market. For instance Philip Morris International (PMI) merged with Altria in 2013 in order to market e-cigarettes. This resulted in PMI gaining the right to sell Altria's e-cigarettes outside the U.S.

Key players in Global E-cigarettesMarket -
Some of the key players operating in the global e-cigarette market include Japan Tobacco Inc., Reynolds American, Philip Morris International, Altria Group Inc. VMR products, and British American Tobacco.


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