Vape sales in the US market have surged, and unauthorized vapes account for more than 86% of market sales

New Report Calls for Stronger Policies to Protect Youth from Addiction

A new report from the CDC Foundation and Truth Initiative reveals a 47% increase in e-cigarette sales in the U.S. from 2019 to 2023, with over 80% of these sales attributed to flavored products such as fruit, candy, mint, menthol, and desserts. The findings emphasize the urgent need for comprehensive statewide policies to restrict flavored e-cigarette sales and protect young people from nicotine addiction.

The report, “Monitoring E-Cigarette Trends in the United States: Urgent Action Needed to Protect Kids from Flavored E-Cigarettes,” highlights successful efforts in states like Massachusetts, California, and New York. For example, Massachusetts’ robust sales restrictions and enforcement measures resulted in a 98% reduction in flavored e-cigarette sales at brick-and-mortar retailers.

Key Findings from the Report

• Disposable E-Cigarette Sales Skyrocketed: Sales of disposable devices increased by over 500% between 2019 and 2023, becoming the most popular device type among youth.
• Flavors Drive Youth Usage: In 2024, 1.63 million youth reported using e-cigarettes within the past 30 days, with nearly 90% choosing flavored varieties.
• Menthol and “Cooling” Products on the Rise: Sales of menthol-flavored e-cigarettes grew by 175%, while “cooling” products marketed as unflavored surged by 872% between 2020 and 2023.
• Unauthorized Products Dominate Market: Despite FDA authorization for only 34 tobacco and menthol-flavored products, unauthorized e-cigarettes account for over 86% of market sales.
• Increasing Nicotine Content: The nicotine strength of disposable e-cigarettes has risen by 294% in five years, with some devices containing levels comparable to multiple cartons of cigarettes. This has contributed to a rise in daily vaping among high school users, nearly 30% of whom now report daily use.

Experts Call for Action

“The rise in e-cigarette sales, particularly those featuring youth-appealing flavors and high nicotine strengths, is deeply concerning,” said Dr. Judy Monroe, president and CEO of the CDC Foundation. “However, states like Massachusetts demonstrate how comprehensive policies can dramatically reduce youth access. This report underscores the urgent need for nationwide adoption of such measures.”

Kathy Crosby, CEO of Truth Initiative, emphasized the role of retailers in combating this crisis: “Over 80% of e-cigarettes on the market today are illegal. Retailers must take responsibility and remove these products to protect their young customers.”

Dr. Kelly Henning, public health program lead at Bloomberg Philanthropies, added: “The progress in states with strong restrictions on flavored e-cigarettes is encouraging. We must build on this momentum to end the epidemic of youth e-cigarette use nationwide.”

Policy Recommendations

The report outlines the most effective strategies to curb youth access, including:

• Comprehensive bans on flavored e-cigarette sales without exceptions.
• Clear definitions of restricted products to close regulatory loopholes.
• Community education and retailer training on compliance.
• Rigorous enforcement measures to ensure policy effectiveness.

Youth Use Trends and the Road Ahead

While the 2024 National Youth Tobacco Survey reports a decline in overall youth e-cigarette use, nearly 40% of youth e-cigarette users—more than 620,000 teens—still report frequent use. The report warns that without immediate action to limit access to flavored and high-nicotine products, youth addiction rates may rise further.

Since 2019, the CDC Foundation, in partnership with Truth Initiative, Campaign for Tobacco-Free Kids, and Bloomberg Philanthropies, has conducted extensive research to inform evidence-based policies aimed at keeping tobacco products out of young hands.

For more information and to access the full report, visit CDC Foundation or Truth Initiative.