Introduction
Step into the world of the vape industry, where innovation, flavour and regulation collide in a high-stakes sector. From boutique liquid brands to globally distributed e-cigs, the industry has grown rapidly and shows no sign of slowing. In this blog post we’ll explore how the industry is evolving, what’s driving consumer behaviour, and how specific flavour lines such as MRKT PLCE Salts, CUSTARD MONSTER, Blue Raspberry Mr Fog E-Liquid and Bubble Gang are shaping the market. Whether you’re a retailer, manufacturer, or simply curious, understanding these dynamics is key.
The Growth Trajectory of the Vape Industry
The global vape market has expanded at a remarkable pace. For instance, the global e-cigarette and vape market size was estimated at about USD 28.17 billion in 2023 and is projected to grow substantially by 2030.
Key factors behind this growth include:
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An expanding consumer base seeking alternatives to traditional cigarettes.
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Increasing product diversity (different devices, flavours, salts, salts-nicotine, etc.).
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Novel distribution channels – online, vape shops, subscription models.
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Regulatory shifts that either constrain or open opportunities (depending on region).
Market segmentation by product and flavour
Within the broader category, sub‐segments such as nicotine salts (often stronger nicotine concentration, smoother throat hit) are gaining traction. Flavour diversity is also huge – from dessert flavours (think custard) to fruity blends (blue raspberry, bubblegum, etc). This segmentation is important because it influences consumer preference, regulatory attention, and marketing strategies.
Regional and regulatory dynamics
The industry doesn’t play out the same way everywhere. In many Western markets retail vape shops still dominate sales. According to a study, brick‐and‐mortar retailers accounted for over 80 % of the e-cigarette market share in certain years. At the same time, governments are introducing tighter controls on flavours, packaging and age restrictions. For example, the World Health Organization estimates millions of young people globally use e-cigarettes, raising regulatory concern. This backdrop frames how brands position themselves and operate.
Flavour Lines and Brand Spotlight
Flavours and brand identity play a major role in the vape industry. Let’s look at how the taste profiles and brand lines like MRKT PLCE Salts, CUSTARD MONSTER, Blue Raspberry Mr Fog E-Liquid and Bubble Gang influence demand and differentiate offerings.
MRKT PLCE Salts
This line emphasises nicotine salts – a format popular for those wanting strong nicotine delivery but milder throat hit. The “MRKT PLCE” branding conveys a modern, shop-floor flavour-market style, appealing to consumers who treat vaping almost like collectible or lifestyle purchase. By offering salts, they address vapers moving away from combustible smoking who want convenience + stronger nicotine.
CUSTARD MONSTER
Dessert flavours like custard are a major attraction in the flavour game because they combine familiarity (sweet, creamy) with novelty (vape friendly). A line called “CUSTARD MONSTER” taps into that desire – the idea of indulgence, flavour layering, and creating a signature taste. It may also be leveraged to create brand loyalty, since flavour experiences are personal and repeat-purchase oriented.
Blue Raspberry Mr Fog E-Liquid & Bubble Gang
Fruity flavours like blue raspberry and fun brands like “Bubble Gang” emphasise youthful, vibrant identity. The blue raspberry note adds a strong visual/marketing cue (bright colour, flavour memory) and is often used in e-liquid lines that want to stand out on shelves. “Mr Fog” evokes mist, clouds, and vaping imagery. Brands such as Bubble Gang further lean into the community/culture around vaping (cloud chasing, flavour swapping). These flavour lines show how the industry uses flavour innovation and branding to stay competitive.
Consumer Behaviour and Preferences
Understanding the consumer is key to any success in the vape industry.
Why consumers choose vaping
Consumers often cite a few common reasons:
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Alternative to smoking – many view vaping as less harmful (though the science is still evolving).
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Flavour variety – unlike traditional cigarettes, e-liquids offer myriad flavour choices.
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Device innovation – portable devices, salts, direct‐to‐lung (DL) vs mouth‐to‐lung (MTL) options.
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Community/lifestyle – vaping can become a ritual, hobby, or social identity (especially among younger adults).
The role of flavour lines like MRKT PLCE Salts, CUSTARD MONSTER, etc
Brands that offer strong, distinctive flavour lines (e.g., “CUSTARD MONSTER” for dessert lovers; “Blue Raspberry Mr Fog E-Liquid” for fruity and visual appeal) cater both to newbie vapers and experienced folks wanting novelty. Nicotine salts lines such as MRKT PLCE Salts are especially relevant as many users seek smoother throat hit and quicker nicotine delivery. These trends suggest flavour innovation is not just cosmetic—it’s central to product differentiation and user retention.
Challenges and Future Outlook
While the industry is booming, it’s not without significant headwinds and changes ahead.
Regulatory & public-health scrutiny
As the vape market grows, regulators are becoming more active. There are concerns about youth uptake, flavour appeal to minors, environmental waste (disposable devices) and product safety. For example, one recent study found that chemicals in vape liquids could become highly toxic when heated. These pressures may lead to stricter flavour bans, tighter marketing restrictions, and more compliance costs for brands.
Innovation, sustainability and diversification
On the opportunity side, the industry continues to innovate: new device platforms, novel flavours, better safety/quality controls, and even diversification into non-nicotine alternatives. Flavour lines such as those mentioned earlier must evolve in response to both consumer demand and regulatory limits. Sustainability will become more important (disposables create waste; brands need recyclable solutions). Retail and online channel competition will also intensify.
Outlook for lines like MRKT PLCE Salts and flavour brands
Brand owners who own strong flavour lines (dessert/custard, fruity, salts) are well-positioned if they stay agile: adapt to regulatory changes, emphasise quality and safety, build community, and keep flavour innovation going. A strong brand story around a flavour line (e.g., “CUSTARD MONSTER” as premium dessert flavour) can help withstand competition. Meanwhile, salt-nicotine lines like MRKT PLCE Salts tap into the shift toward smoother formats.
Conclusion
The vape industry is at a pivotal moment: rapid growth, intense flavour innovation, robust brand differentiation and growing regulatory oversight. Flavour-driven product lines like MRKT PLCE Salts, CUSTARD MONSTER, Blue Raspberry Mr Fog E-Liquid and Bubble Gang illustrate how the market is increasingly defined by experience, taste and identity—not just nicotine delivery. For brands, retailers and consumers alike, understanding the interplay of device type, flavour line, consumer behaviour and regulation is crucial. The future will reward those who innovate responsibly, embrace flavour diversity, maintain safety and adapt to shifting rules. As the industry continues to evolve, flavour-forward brands and salt-nicotine formats will likely lead the way.
