Europeans are well acquainted with vaporizers and, as such, help make this an excellent market for cannabis products and vape brands to penetrate. Contrary to what is being done in the U.S., tobacco remains a widespread part of European culture. It was discovered during a global medical study in 2019 that countries that record the highest cigarette usage rates are concentrated in Europe. Many users in recent years have made the shift to newer offerings such as e-cigarettes, which led to the generation of over 9 billion dollars in sales in 2021.