The world is smoking less, but the tobacco epidemic is far from over. According to a new World Health Organization (WHO) global report, the number of tobacco users has dropped from 1.38 billion in 2000 to 1.2 billion in 2024. Since 2010, global tobacco use has fallen by 120 million people — a 27% decline in relative terms.
Yet tobacco still hooks one in five adults worldwide, continuing to fuel millions of preventable deaths each year.
“Millions of people are stopping, or not taking up, tobacco use thanks to tobacco control efforts by countries around the world,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. “In response to this strong progress, the tobacco industry is fighting back with new nicotine products, aggressively targeting young people. Governments must act faster and stronger in implementing proven tobacco control policies.”
E-Cigarettes Fuel a New Wave of Nicotine Addiction
For the first time, WHO has estimated global e-cigarette use — and the findings are alarming. More than 100 million people worldwide are now vaping, including:
- Adults: at least 86 million users, mostly in high-income countries.
- Adolescents: at least 15 million children (aged 13–15 years) already using e-cigarettes.
In countries with data, children are on average nine times more likely than adults to vape. The report warns that the tobacco industry is using new nicotine delivery systems — such as e-cigarettes, heated tobacco, and nicotine pouches — to sustain addiction and attract younger consumers.
“E-cigarettes are fuelling a new wave of nicotine addiction,” said Etienne Krug, WHO Director of Health Determinants, Promotion and Prevention Department. “They are marketed as harm reduction but, in reality, are hooking kids on nicotine earlier and risk undermining decades of progress.”
More Women Are Quitting Tobacco Than Men
While tobacco use has declined across all age groups, women have been leading the global quit movement. They achieved the 30% global reduction target for 2025 five years early, reaching it back in 2020.
Tobacco use among women fell from 11% in 2010 to just 6.6% in 2024 — a drop from 277 million to 206 million female users.
By contrast, men are not expected to meet the target until 2031. Today, men make up more than four out of every five tobacco users worldwide, with nearly one billion men still smoking or using other tobacco products. Prevalence among men has fallen from 41.4% in 2010 to 32.5% in 2024, but the decline remains too slow to meet global goals.
Regional Trends Show Uneven Progress
South-East Asia: Once the global hotspot for tobacco use, the region has seen a dramatic decline among men — from 70% in 2000 to 37% in 2024. It accounts for over half of the world’s total reduction in tobacco use.
Africa: The region has the lowest prevalence globally at 9.5% in 2024 and is on track to meet the 30% reduction target. However, population growth means the absolute number of users is still increasing.
Americas: The region achieved a 36% relative reduction, with prevalence dropping to 14% in 2024, although several countries still lack comprehensive data.
Europe: Now the region with the highest prevalence, 24.1% of adults use tobacco in 2024. European women also have the highest global tobacco use at 17.4%.
Eastern Mediterranean: Prevalence stands at 18%, and in several countries, tobacco use continues to rise.
Western Pacific: Tobacco use fell slightly from 25.8% in 2010 to 22.9% in 2024, marking the slowest progress of any region. Men here have the highest global prevalence at 43.3%.
Stronger Tobacco Control Policies Needed
WHO is urging governments to strengthen and fully implement tobacco control measures under the MPOWER strategy and the WHO Framework Convention on Tobacco Control (FCTC). This includes closing regulatory loopholes that allow the tobacco and nicotine industries to target children and expanding cessation programs.
The organization is also calling for higher tobacco taxes, comprehensive advertising bans, and tighter regulation of new nicotine products.
“Nearly 20% of adults still use tobacco and nicotine products. We cannot let up now,” said Jeremy Farrar, WHO Assistant Director-General for Health Promotion and Disease Prevention and Care. “The world has made gains, but stronger, faster action is the only way to beat the tobacco epidemic.”
The Path Forward
While the decline in tobacco use marks a global public health success, WHO warns that complacency could reverse decades of progress. The rapid spread of e-cigarettes and other nicotine products, particularly among young people, poses a serious challenge.
The fight against tobacco is no longer just about cigarettes — it is about stopping the next generation from falling into a new cycle of addiction. Governments, educators, and communities must act urgently to ensure that tobacco control remains a top global health priority.
