Some numbers are pure noise. "Total addressable market" (TAM) estimates that include every adult who has ever tried a vape are too broad to guide a buying decision. Similarly, "projected CAGR" (compound annual growth rate) out to 2035 is often an extrapolation of recent trends that ignores regulatory shifts—like the compliance landscape we cover in our guide to the 2026 compliance tech stack.

Also be wary of "market share" claims from brands. Without a clear definition of the market they're measuring, that "#1 brand" sticker is meaningless. It could be #1 in a tiny sub-category, or #1 in the brand's own country only.

Ignore any report that doesn't disclose its methodology. If you can't tell how the data was collected, you can't assess its reliability.