Vuse was the leading e-cigarette brand in the United States in 2023, capturing **** percent of the e-cigarette market in that year. Juul came in second place, with close to ** percent market share. Vuse is manufactured by Reynolds American Tobacco, while Juul was introduced to the U.S. e-cigarette market in 2015 by a start-up, Pax Labs, but the brand quickly overtook longtime tobacco industry giants and became one of the market leaders. Altria Group bought a ** percent stake in the company in 2018. E-cigarette market in the U.S. Electronic cigarettes were developed as an alternative to combustible tobacco and gained appeal in the United States as a growing proportion of smokers sought to quit. In fact, the total number of cigarettes sold in the United States has been steadily declining over the years. As consumers switched to smokeless tobacco, revenue of the electronic cigarettes industry reached approximately **** billion U.S. dollars in 2023 in the United States. E-cigarette consumption Consumption of e-cigarettes gained the most popularity among young people in the United States. In a survey conducted in 2021, nearly ** percent of e-cigarette users were between the ages of ** and **, and a vast majority of middle school and high school students reported using e-cigarettes as their first tobacco product.

The Global Electronic Cigarette Market is Segmented by Product Type (E-Cigarette Device and E-Liquid), Category (Open Vaping Systems and Closed Vaping Systems), End User (Men and Women), Distribution Channel (Offline Stores and Online Stores), and Geography (North America, Europe, Asia-Pacific, South America and Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

The world's leading tobacco companies have been increasing their market share in the e-cigarettes and vaping market in recent years. Back in 2014, the global electronic cigarette market was still controlled by independent companies, which held an ** percent market share. As of 2021, this share decreased to just over ** percent.

Global e-cigarette market worth at USD 31.89 Billion in 2024, is expected to surpass USD 523.62 Billion by 2034, with a CAGR of 29.1% from 2025 to 2034.

The Asia Pacific Electronic Cigarette / Vape Market is segmented by Product Type (E-cigarette Devices and E-liquid), By Distribution Channel (Offline Retail Stores and Online Retail Stores), and by Geography (New Zealand, Indonesia, Bangladesh, and the Rest of Asia-Pacific). The market size and Forecasts are provided in terms of Value (USD Million) for all the above segments.

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E-Cigarette Market Size 2025-2029

The e-cigarette market size is forecast to increase by USD 18.29 billion, at a CAGR of 11.9% between 2024 and 2029.

The market is driven by the growing preference for these devices over traditional tobacco products due to perceived safety advantages. The allure of e-cigarettes as a seemingly healthier alternative to conventional cigarettes has fueled their popularity. However, this market faces significant challenges, primarily the increasing health concerns surrounding e-cigarette use. Reports linking e-cigarettes to respiratory issues, nicotine addiction, and potential long-term health risks have raised eyebrows. Another trend shaping the market is the emergence of hybrid vaping devices, which combine the best features of e-cigarettes and vaporizers.
These devices cater to consumers seeking a more customizable vaping experience. Yet, the health concerns persist, posing a significant challenge for market growth. Companies must navigate this complex landscape by addressing consumer concerns through transparency, innovation, and education. Investing in research and development to create safer, more effective products can help mitigate these challenges and capitalize on the market's potential.

What will be the Size of the E-Cigarette Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market trends shaping its landscape. Nicotine strength and vape maintenance remain key considerations for consumers, with price sensitivity playing a significant role in purchasing decisions. TPD regulations and THC vape have emerged as critical issues, influencing market growth and consumer behavior. Secondhand vapor and brand loyalty are subjects of ongoing debate within the vape community. Social media has become a powerful tool for marketing strategies and influencer engagement, driving the vape industry's expansion. Refillable pods and online vape retailers have gained popularity, while mech mods and temperature control have emerged as niche markets.

Vape market growth is fueled by continuous innovation, with new products such as sub-ohm vaping, variable wattage, and vape accessories continually entering the market. Consumer behavior and vape safety remain crucial concerns, with ongoing discussions surrounding vape regulations and vape culture. PG/VG ratio, mesh coils, vape mods, drip tips, and vape juice are essential components of the vaping experience, reflecting the market's continuous dynamism.

How is this E-Cigarette Industry segmented?

The e-cigarette industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Product

  Modular e-cigarette
  Next-generation products
  Rechargeable e-cigarette
  Disposable e-cigarette


Flavor

  Tobacco
  Botanical
  Fruit
  Sweet
  Beverage
  Others


Mode of Operation

  Automatic
  Manual


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

.

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

In the dynamic vape market, e-cigarette reviews and consumer feedback shape purchasing decisions, with health concerns often a top priority. The vape community, a passionate and influential group, fosters engagement through social media, vape events, and online forums. Vape technology continues to evolve, with nicotine salts, pod systems, and temperature control gaining popularity. Nicotine strength and maintenance requirements vary, influencing price sensitivity and consumer behavior. TPD regulations and FDA scrutiny impact market growth, while new products such as CBD and THC vapes expand the market. Vape competitions showcase innovative vape mods, mech mods, and sub-ohm vaping techniques. Vape influencers, content creators, and vape shops contribute to the vape culture, shaping marketing strategies and industry trends.

Vape accessories, including drip tips, mesh coils, and box mods, cater to diverse consumer preferences. Safety remains a concern, with ongoing discussions on secondhand vapor and vape tricks. Brick-and-mortar retailers, including specialty vape shops and supermarkets, cater to the diverse needs of the vaping community.

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The Offline segment was valued at USD 15.6 billion in 2019 and showed a gradual increase during the forecast period.

Regional An

The United States E-Cigarettes Market Report is Segmented by Product Type (E-Cigarette Device, E-Liquid), Category (Open Vaping System, Closed Vaping System), End User (Men, Women), and Distribution Channel (Offline Retail, Online Retail). The Market Forecasts are Provided in Terms of Value (USD).

The global e-cigarette and vape market size was valued at over USD 36.41 billion in 2024 and is expected to expand at a CAGR of over 29.6%, surpassing USD 1.06 trillion revenue by 2037. Rechargeable segment is projected to hold 45% share by 2037, fueled by increasing use of rechargeable vaping devices, which are perceived as less harmful than traditional cigarettes.

The size of the United States E-cigarettes Market was valued at USD 34.49 Million in 2023 and is projected to reach USD 84.83 Million by 2032, with an expected CAGR of 13.72% during the forecast period. E-cigarettes, also known as electronic cigarettes or vapes, are battery-operated devices designed to simulate the experience of smoking traditional tobacco cigarettes. They consist of three main components: an atomizer, a power source (usually a battery), and a container for the e-liquid, which is often a cartridge or tank. When the device is activated, the atomizer heats the e-liquid, creating an aerosol or vapor that the user inhales. The e-liquid typically contains nicotine, propylene glycol, glycerin, and flavorings. Some e-liquids are nicotine-free, catering to users who prefer to avoid nicotine. E-cigarettes are marketed as a less harmful alternative to smoking because they do not burn tobacco, which reduces the number of harmful chemicals inhaled. However, they still contain substances that can be harmful, including nicotine, which is highly addictive. Recent developments include: November 2022: A patent for composite tobacco-containing materials from R.J. Reynolds Tobacco Company shows that tobacco can be consumed in a reportedly "smokeless" form. The use of smokeless tobacco products often involves placing processed tobacco or a formulation containing tobacco in the user's mouth., November 2022: Philip Morris asserts that it has acquired 93% of Swedish Match as part of a plan to get access to the American market for cigarettes with lesser hazards. Philip Morris plans to use Swedish Match's American sales team to push nicotine pouches, heated tobacco products, and eventually, e-cigarettes to compete with its former partner Altria Group, Reynolds American, and Juul Labs., June 2022: A patent application for a "Device" submitted by Japan Tobacco Inc. has been published online. The concept is centered on creating a smoking system with a flavor inhaler so that users can inhale tastes and other flavors without really burning anything. As an illustration, the flavor inhaler has a chamber that houses a flavor-producing object and a heater that warms the flavor-producing item in the chamber.. Key drivers for this market are: Enhanced Participation In Water Sports, Popularity Of Beach Culture And Adventure Tourism. Potential restraints include: Presence of counterfeit products. Notable trends are: Increasing Health Concern Among Smoking Population Drives the Market.

Global E-Cigarettes market size is expected to reach $42.8 billion by 2029 at 12.8%, growing e-cigarette market addressing health concerns of conventional smoking

Middle East Africa E-Cigarette Market is segmented by Product (E-cigarette Devices and E-liquid Devices), By Distribution Channel (Offline Channel and Online Channel), Geography (South Africa, Nigeria, Kenya, Egypt, United Arab Emirates, and the Rest of the Middle-East and Africa). The report offers market size and forecasts for the e-cigarettes market in value (USD million) for all the above segments.

According to Cognitive Market Research, the global Disposable e-cigarette market size is USD 6125.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 11.50% from 2024 to 2031.

North America held the major market, accounting for more than 40% of global revenue. With a market size of USD 1933.11 million in 2024, it will grow at a compound annual growth rate (CAGR) of 9.5% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 1837.56 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 1408.80 million in 2024 and will grow at a compound annual growth rate (CAGR) of 13.5% from 2024 to 2031.
Latin America's market has more than 5% of the global revenue, with a market size of USD 306.26 million in 2024. It will grow at a compound annual growth rate (CAGR) of 10.9% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 122.50 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.2% from 2024 to 2031.
The Closed-System Disposable E-Cigarettes held the highest Disposable E-Cigarettes market revenue share in 2024

Market Dynamics of Disposable E-Cigarettes Market

Key Drivers for Disposable E-Cigarettes Market

Rising Popularity among Millennials to Increase the Demand Globally

The disposable e-cigarette market is experiencing a surge in demand, largely fueled by the growing popularity among millennials. As this demographic seeks alternatives to traditional smoking, the convenience and accessibility of disposable e-cigarettes have made them a favored choice. With increasing health awareness and a desire for more discreet and convenient options, millennials are turning to disposable e-cigarettes as a viable alternative. Additionally, the global market is witnessing a shift towards disposable e-cigarettes due to their affordability and ease of use compared to traditional vaping devices. This trend is expected to drive significant growth in the disposable e-cigarette market globally. Manufacturers are capitalizing on this trend by introducing a wide range of flavors and nicotine strengths to cater to diverse consumer preferences, further stimulating market expansion.

Increasing Risks Associated with Smoking to Propel Market Growth

The disposable e-cigarette market is poised for substantial growth, largely driven by the escalating awareness of the hazards linked with traditional smoking. As more individuals seek alternatives to conventional tobacco products, the demand for disposable e-cigarettes is anticipated to surge. These devices offer a convenient and potentially safer option for nicotine consumption, attracting both smokers and non-smokers alike. Moreover, stringent regulations on smoking in public spaces and growing health consciousness among consumers further bolster this market's expansion. With disposable e-cigarettes providing a smoke-free, customizable experience, they appeal to a broad demographic, including those aiming to quit smoking or reduce their nicotine intake. Consequently, market analysts project a robust trajectory for the disposable e-cigarette sector, underpinned by the pressing need for harm reduction and healthier lifestyle choices.

Restraint Factor for the Disposable E-Cigarettes Market

Regulatory scrutiny, health concerns, and environmental impact pose to limit the Sales

The disposable e-cigarette market faces significant challenges due to regulatory scrutiny, health concerns, and environmental impact concerns. Regulatory bodies worldwide are increasingly scrutinizing the industry, imposing restrictions on advertising, flavors, and sales to minors. Health concerns surrounding vaping, including lung injuries and addiction, have led to public skepticism and tighter regulations. Additionally, the environmental impact of disposable e-cigarettes, particularly their non-biodegradable components, raises concerns about pollution and waste management. These factors collectively limit sales growth by dampening consumer confidence and increasing regulatory hurdles. To adapt, companies may need to invest in safer alternatives, sustainable packaging, and advocacy efforts to address health and environmental concerns while also navigating evolving regulatory landscapes to ensure market viability.

Trends In Disposable E-Cigarettes Market

The growth of the dispo...

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E-Cigarette And Vape Market Size 2025-2029

The e-cigarette and vape market size is forecast to increase by USD 59.58 billion at a CAGR of 23.6% between 2024 and 2029.

The market in the US is experiencing significant growth due to several key factors. The increasing awareness of the health risks associated with traditional tobacco smoking has led to a shift towards alternative smoking options. This trend is further fueled by product innovations in the market, including advanced battery technology, herbal e-cigarettes, and a wide range of e-juice flavors. However, the market also faces challenges such as increasing taxes and excise duties on e-cigarettes and vapes, which may impact consumer affordability. Additionally, concerns over the potential health risks of e-cigarettes, including the presence of harmful chemicals like benzene and hydrogen cyanide, remain a concern for some. Despite these challenges, the convenience offered by e-cigarettes and vapes, particularly in terms of portability and ease of use, continues to drive demand in the market.

What will be the Size of the E-Cigarette And Vape Market During the Forecast Period?

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The market encompasses a diverse range of products and technologies designed to deliver nicotine and flavors without the combustion of traditional tobacco. This market exhibits growth, driven by consumer preferences for customization options, such as temperature control, nicotine dosages, and various flavors, including menthol and tobacco. Pod systems and modular devices cater to different user needs, while e-liquids, atomizers, and vaping products continue to evolve, offering a wide array of choices. The vaping industry is characterized by a complex distribution landscape, encompassing online marketplaces, retail stores, and vape shops. Established brands and new entrants compete in this dynamic market, with acquisitions and regulatory frameworks shaping the competitive landscape.
Harm reduction and customer choice are key drivers, as e-cigarettes are perceived as less harmful than traditional tobacco. However, challenges persist, including concerns over e-liquid poisoning, compatibility issues, and regulatory oversight. The market's size and direction remain subject to ongoing research and analysis by industry experts, such as Bis Research, as social acceptance and harm reduction continue to shape consumer behavior and market trends.

How is this E-Cigarette And Vape Industry segmented and which is the largest segment?

The e-cigarette and vape industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Modular e-cigarette
  Next-generation products
  Rechargeable e-cigarette
  Disposable e-cigarette


Distribution Channel

  Offline
  Online


Type

  Open
  Closed


Product Type

  Automatic e-cigarette
  Manual e-cigarette


Geography

  North America

    Canada
    US


  Europe

    Germany
    UK
    France


  APAC

    China
    Japan


  South America



  Middle East and Africa

    South Africa

By Product Insights

The modular e-cigarette segment is estimated to witness significant growth during the forecast period.

Modular e-cigarettes represent a segment of electronic cigarettes that enable users to customize and modify various components of their vaping device. Distinct from traditional e-cigarettes, which are typically sold as single units, modular e-cigarettes offer flexibility and versatility to cater to individual preferences. The modular design comprises separate components that can be easily assembled or disassembled. The battery module is a crucial component of an e-cigarette, providing power to heat the e-liquid. Modular e-cigarettes offer various battery capacities or types, including removable rechargeable batteries and built-in rechargeable batteries. Moreover, these devices incorporate advanced control features, such as variable wattage and temperature control, enhancing the user experience.

E-liquids, available in a wide range of flavors including menthol, tobacco, and nicotine dosages, are essential consumables for these devices. The market for modular e-cigarettes is witnessing significant technological advancements, with innovations in atomizer technology, Bluetooth connectivity, and induction-heating technology. Despite the health benefits associated with harm reduction and consumer choice, concerns regarding e-liquid poisoning and compatibility issues persist. Regulations, retail stores, and vape shops play a crucial role in shaping the market landscape. Key players in the industry include Imperial Brands, Logic Technology, and others.

Get a glance at the E-Cigarette And Vape Industry report of share of various segments Request Free

According to Cognitive Market Research, the global Electronic Cigarettes Market was valued at approximately USD XX billion in 2025 and is expected to grow to USD XX billion by 2031, expanding at a CAGR of XX% during the forecast period. North America held largest share of XX% in the year 2025. Europe held share of XX% in the year 2025. Asia-Pacific held significant share of XX% in the year 2025. South America held significant share of XX% in the year 2025. Middle East and Africa held significant share of XX% in the year 2025. MARKET DYNAMICS KEY DRIVERS

The perception of e-cigarettes being less harmful significantly drives demand in the market.

The consumer perception of reduced harm as compared to traditional cigarettes is a key driver in the global electronic cigarettes market. This perception is further reinforced by marketing, that position e-cigarettes as modern, clean and enhanced user experience, encouraging smokers to switch to vaping or e-cigarettes as an aid to quit. In many instances, users believe that switching to e-cigarettes and other similar devices can help in gradually reducing nicotine dependence.

While, the long-term impact of e-cigarettes are still being studied, the widespread perception of it being a less harmful alternative, drives significant demand globally.

Restraints

Strict regulatory framework impacts market growth.

Strict and varying regulatory framework is a key restraint in the global market for electronic cigarettes. Governments and health authorities have become increasingly aware and cautious about the quick rise of vaping, particularly among youth, leading to the implementation of stringent regulation like restrictions on marketing, packaging and age limits for consumption. Companies are forced to update their compliance procedures and product specifications on a regular basis due to frequent regulatory changes and modifications, which affects their capacity to sustain a steady market presence.

Opportunities

Running smoking cessation program will create an opportunity for Electronic Cigarette market

Smoking cessation programs have emerged as a significant opportunity in the global electronic cigarette market, with the goal of using e-cigarettes as tools to help people quit traditional smoking. These programs take advantage of the growing recognition of e-cigarettes as potential smoking cessation aids due to their ability to deliver nicotine in a way that simulates smoking behavior while avoiding the harmful combustion byproducts found in traditional cigarettes. This approach is consistent with global public health initiatives seeking effective ways to reduce smoking prevalence and associated health risks. Key stakeholders, such as governments, healthcare providers, and e-cigarette manufacturers, are increasingly promoting smoking cessation programs that include e-cigarettes as part of a comprehensive strategy. Counseling, behavioral support, and the use of nicotine replacement therapies (NRTs), such as e-cigarettes, are common components of such programs. They intend to provide smokers with alternatives that address both nicotine addiction and the behavioral aspects of smoking. While these programs offer promise, challenges remain, including regulatory scrutiny, concerns over long-term safety, and varying attitudes towards vaping across different regions. Addressing these challenges requires ongoing research into the effectiveness and safety of e-cigarettes as cessation aids, alongside clear guidelines and regulations to ensure their appropriate use within cessation frameworks. As attitudes towards vaping evolve and more data becomes available, smoking cessation programs incorporating e-cigarettes are likely to continue shaping the future landscape of tobacco harm reduction strategies globally.

Impact of COVID-19 on Electronic Cigarette Market

The effects of the COVID-19 pandemic are already being felt on a global scale, with the e-cigarette and market being significantly impacted. COVID-19 had a negative impact on several markets. Several countries went into lockdown. With the sudden pandemic, all types of businesses experienced disruptions. The COVID-19 pandemic affected demand for e-cigarette and products by closing physical stores. Sales of products through online channels generated demand during the pandemic, which aided market growth. Because of lockdown policies and regulations. The COVID-19 p...

The GCC e-cigarette market size reached USD 669.9 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 2,343.6 Million by 2033, exhibiting a growth rate (CAGR) of 14.2% during 2025-2033.

IMARC Group provides an analysis of the key trends in each sub-segment of the GCC e-cigarette market report, along with forecasts at the regional and country level from 2025-2033. Our report has categorized the market based on product, flavor, mode of operation and distribution channel.

The North America e-cigarette market size reached USD 15.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 59.6 Billion by 2033, exhibiting a growth rate (CAGR) of 15.18% during 2025-2033.

IMARC Group provides an analysis of the key trends in each segment of the North America e-cigarette market report, along with forecasts at the regional and country levels from 2025-2033. Our report has categorized the market based on product, flavor, battery mode and distribution channel.

In 2017, Juul accounted for approximately **** percent of e-cigarette sales in U.S. C-stores for the 52 weeks ended on December 16, 2017. Total C-store sales of e-cigarettes in the United States amounted to about *** million U.S. dollars that period.

U.S. E-cigarette market

An electronic cigarette is a device with a small battery, atomizer and inhaler which provides the same sensation as tobacco smoking without the inhalation of smoke. The device is filled with nicotine liquid that is heated into vapor for inhalation and is considered less harmful than traditional cigarettes. The U.S. electronic cigarette market is segmented by product type, flavor, and distribution channel. Products include various disposable, rechargeable and modular e-cigarettes; flavors range from fruity to chocolate and beyond; e-cigarettes are distributed through convenience stores, specialized shops, supermarkets, and online. Total e-cigarette sales in the United States amounted to *** billion U.S. dollars in 2018. Juul, was founded in the United States and has become the most popular e-cigarette brand in the country. E-cigarettes have also become prevalent among adolescents. The percentage of high school students in the United States using e-cigarettes rose to **** percent in 2018. Furthermore, e-cigarette brands have deliberately targeted adolescents in marketing campaigns. This has sparked a debate over whether the product should be marketed to youth; ** percent of Americans who thought teenagers are using e-cigarettes supported a total ban on the product.

In 2021, the total electronic cigarette market value in China amounted to approximately **** billion yuan, representing a ** percent growth compared to the previous year. The total e-cigarette market in China was expected to grow around ** percent in 2023.

In 2023, the Electronic Cigarette Market reached a value of USD 25.74 billion, and it is projected to surge to USD 59.0 billion by 2030.

The Asia Pacific e-cigarette and vape market size was valued at USD 6.5 billion in 2023 and is projected to reach USD 35.8 billion by 2033, growing at a CAGR of 34.6% during the forecast period. The increasing prevalence of smoking, the growing popularity of e-cigarettes as a smoking cessation tool, and the introduction of innovative products are some of the major factors driving the growth of the market. Key trends in the market include the rising popularity of disposable e-cigarettes, the increasing adoption of e-cigarettes by women, and the growing popularity of flavored e-cigarettes. Some of the major companies operating in the market include Philip Morris Products S.A., JUUL Labs, Inc., Altria Group, Inc., British American Tobacco plc, Smoore International Holdings Ltd., Japan Tobacco International, Imperial Brands PLC, Vaping Gadget Limited, and RELX International. The Asia Pacific e-cigarette and vape market is projected to reach USD 4.9 billion by 2027, exhibiting a CAGR of 11.5% during the forecast period. The increasing prevalence of smoking, rising awareness of the harmful effects of traditional cigarettes, and the introduction of innovative e-cigarette and vape products are factors driving market growth. Recent developments include: In March 2024, Smoore announced its 2023 annual performance, reporting a total revenue. The company is focused on global expansion, strengthening its localized layout in overseas markets, and improving management efficiency. , In December 2023, Japan Tobacco announced the launch of its new tobacco device “With 2” with a “Mevius Gold Purple Mint” pod, scheduled for January 22, 2024. The product features cutting-edge technology and a unique flavor profile, meeting market demand for flavored tobacco products, which have seen a significant increase in sales in Japan. , In January 2023, JUUL Labs Inc. conducted preliminary discussions with three major tobacco companies, Philip Morris International, Japan Tobacco Group, and Altria Group Inc., regarding a potential sale, strategic investment, or licensing agreement. .