U.S. Foundation Reports 500% Surge in Disposable Vape Sales Over 4 Years, Flavor Products Dominate

On November 21st, a report released by the CDC Foundation and Truth Initiative revealed that e-cigarette sales in retail stores in the United States increased by 47% from 2019 to 2023. Flavored e-cigarettes, such as fruit, candy, mint, menthol, and dessert, accounted for over 80% of the total sales volume.

In Massachusetts, sales of flavored e-cigarettes in physical stores have decreased by over 98% due to the implementation of sales restrictions and multiple enforcement measures.

The report titled "Monitoring E-Cigarette Trends in the United States: Urgent Action Needed to Protect Kids from Flavored E-Cigarettes" highlights that the most effective policy in restricting the sale of flavored e-cigarettes is to clearly define products, implement comprehensive restrictions on flavored tobacco, incorporate education for communities and retailers, and have the support of enforcement.

Among the report's highlights are:

• Disposable sales grew: Between 2019 and 2023, sales of disposable e-cigarettes are up more than 500 percent. Studies cited in the report indicate disposable e-cigarettes have become the most common type of device used by young people.

• Flavors surged: Studies quoted in the report found in 2024, 1.63 million youth reported using e-cigarettes over the previous 30 days. Nearly 90 percent of those users consumed one of the many flavored varieties.

• Sales of menthol and cooling flavors increased: According to CDC Foundation research, sales of menthol-flavored e-cigarettes rose more than 175 percent for all e-cigarettes. Sales of e-cigarettes marketed as “clear” (advertised as containing no flavorants but which contain menthol or other synthetic coolants) or other unflavored cooling products (often advertised with the words "naked" or "unflavored") increased 872 percent between 2020 to 2023.

• Unauthorized products flourish: There are only 34 e-cigarette products in tobacco and menthol flavors authorized by FDA to date. As of March 2024, these 34 products represent 13.7 percent of total dollar sales from brick-and-mortar U.S. retail outlets according to a review of NielsenIQ sales data by researchers at the Truth Initiative.

• Nicotine content rose: Researchers at Truth Initiative found that disposable e-cigarettes can have nicotine levels similar to several cartons of cigarettes, with average nicotine strength increasing 294 percent in the span of five years. The rise in sales of high nicotine e-cigarettes coincided with an increase in the percentage of youth who reported using e-cigarettes frequently or daily from studies cited in the report, raising concerns about youth addiction. In 2024, nearly 30 percent of high school students who are e-cigarette users reported vaping daily as cited in the report.

The CEO of the Centers for Disease Control and Prevention, Judy Monroe, said: "The rise in e-cigarette sales, particularly those with youth-appealing flavors and graphics, is deeply concerning, especially as manufacturers evolve e-cigarette products to feature gamified devices and increased nicotine strength."

"However, the data from states like Massachusetts, California and New York demonstrate how comprehensive policies can effectively curb youth access. This report underscores the urgent need for widespread adoption of similar measures to protect our young people from the risks associated with e-cigarette use."

Truth Initiative CEO Kathy Crosby said: "E-cigarette sales have skyrocketed in recent years, with an explosion of new products-many designed to attract and addict our youth with increasingly high levels of nicotine. Today's e-cigarettes are available in a vast array of enticing flavors and feature sleek, colorful designs. They're also bigger, stronger and cheaper than previous devices, which only heightens their appeal."

"Even more concerning, over 80% of e-cigarettes are on the market illegally. While enforcement is vital to ending the youth e-cigarette crisis, retailers also must do the right thing, take responsibility to protect their young customers, and remove all illegal products from store shelves," she said.