National E-Cigarette Unit Sales by Flavor

Policy Events
  • 1. November 2018: JUUL pulls four flavors from retail stores
  • 2. December 2018: U.S. Surgeon General issues advisory on e-cigarette epidemic among youth
  • 3. September 2019: EVALI peak
  • 4. November 2019: JUUL removes mint-flavored products from retail stores
  • 5. February 2020: Federal flavor enforcement policy becomes effective
  • 6. April 2022: FDA authority over synthetic nicotine products becomes effective
  • 7. January 2023: California’s statewide law prohibiting sales of most flavored tobacco products, including e-cigarettes, becomes effective
Total Unit Sales in Millions *
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
† All Other Flavors category includes fruit, clove/spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include products with flavor names such as clear, clear ice, or unflavored, which likely contain non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear)
Trends of Unit Sales by Flavor Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/8/2024, unless otherwise specified
  • Total monthly e-cigarette sales increased from 15.7 to 21.3 million units (+35.9%).
  • Tobacco-flavored e-cigarette sales decreased from 4.4 million to 3.7 million (-16.1%); unit share decreased from 28.3% to 17.5%.
  • Non-tobacco-flavored e-cigarette sales increased from 11.2 million to 17.4 million (+54.6%); unit share increased from 71.7% to 81.5%.
  • Menthol-flavored e-cigarette sales increased from 5.2 million to 5.6 million (+8.4%); unit share decreased from 32.9% to 26.2%.
  • Mint-flavored e-cigarette sales decreased from 1.4 million to 1.4 million (-2.4%); unit share decreased from 9.0% to 6.5%.
  • Other-flavored e-cigarette sales increased from 4.6 million to 10.2 million (+119.4%); unit share increased from 29.6% to 47.8%.
  • Between 12/4/2022 and 9/8/2024 clear/other cooling flavored e-cigarette sales increased from 73.9 thousand to 201.9 thousand (+173.1%); unit share increased from 0.5% to 0.9%.
  • California’s decline in e-cigarette sales between December 2022 and 9/8/2024 represents 15.7% (i.e., 412.2 thousand units out of 2625.5 thousand units) of the decline in national e-cigarette sales that occurred during this period.
  • Between 12/4/2022 and 9/8/2024, California’s monthly e-cigarette total unit sales decreased from 831.6 thousand to 419.4 thousand (-49.6%) following enforcement of flavored e-cigarette restrictions.

National E-Cigarette Dollar Sales by Flavor

Policy Events
  • 1. November 2018: JUUL pulls four flavors from retail stores
  • 2. December 2018: U.S. Surgeon General issues advisory on e-cigarette epidemic among youth
  • 3. September 2019: EVALI peak
  • 4. November 2019: JUUL removes mint-flavored products from retail stores
  • 5. February 2020: Federal flavor enforcement policy becomes effective
  • 6. April 2022: FDA authority over synthetic nicotine products becomes effective
  • 7. January 2023: California’s statewide law prohibiting sales of most flavored tobacco products, including e-cigarettes, becomes effective
Total Dollar Sales in Millions *
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
† All Other Flavors category includes fruit, clove/spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include products with flavor names such as clear, clear ice, or unflavored, which likely contain non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear)
Trends of Dollar Sales by Flavor Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/8/2024, unless otherwise specified
  • Total monthly e-cigarette dollar sales increased from 320.5 to 491.7 million dollars (+53.4%).
  • Tobacco-flavored e-cigarette dollar sales decreased from 100.4 million to 100.0 million (-0.4%); dollar share decreased from 31.3% to 20.3%.
  • Non-tobacco-flavored e-cigarette dollar sales increased from 220.1 million to 387.4 million (+76.0%); dollar share increased from 68.7% to 78.8%.
  • Menthol-flavored e-cigarette dollar sales increased from 116.1 million to 170.6 million (+47.0%); dollar share decreased from 36.2% to 34.7%.
  • Mint-flavored e-cigarette dollar sales decreased from 31.2 million to 24.1 million (-22.9%); dollar share decreased from 9.7% to 4.9%.
  • Other-flavored e-cigarette dollar sales increased from 72.7 million to 189.5 million (+160.8%); dollar share increased from 22.7% to 38.5%.
  • Differences between trends in unit sales and dollar sales could be due, in part, to inflation and the recent increase in large-format disposable e-cigarettes that allow for thousands of puffs. Higher price per device of large-format disposable e-cigarettes might account for declines in unit sales without comparable declines in dollar sales.

National E-Cigarette Unit Sales by Product Type

Policy Events
  • 1. November 2018: JUUL pulls four flavors from retail stores
  • 2. December 2018: U.S. Surgeon General issues advisory on e-cigarette epidemic among youth
  • 3. September 2019: EVALI peak
  • 4. November 2019: JUUL removes mint-flavored products from retail stores
  • 5. February 2020: Federal flavor enforcement policy becomes effective
  • 6. April 2022: FDA authority over synthetic nicotine products becomes effective
  • 7. January 2023: California’s statewide law prohibiting sales of most flavored tobacco products, including e-cigarettes, becomes effective
Total Unit Sales in Millions *
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
Trends of Unit Sales by Product Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/8/2024, unless otherwise specified
  • Sales of prefilled cartridges decreased from 11.6 million to 8.5 million (-26.5%); unit share decreased from 73.9% to 39.9%.
  • Sales of disposable devices increased from 4.1 million to 12.8 million (+213.6%); unit share increased from 26.0% to 60.0%.

National E-Cigarette Unit Share by Product Type

Policy Events
  • 1. November 2018: JUUL pulls four flavors from retail stores
  • 2. December 2018: U.S. Surgeon General issues advisory on e-cigarette epidemic among youth
  • 3. September 2019: EVALI peak
  • 4. November 2019: JUUL removes mint-flavored products from retail stores
  • 5. February 2020: Federal flavor enforcement policy becomes effective
  • 6. April 2022: FDA authority over synthetic nicotine products becomes effective
  • 7. January 2023: California’s statewide law prohibiting sales of most flavored tobacco products, including e-cigarettes, becomes effective
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2019
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2023
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2024
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
Trends of Unit Share by Product Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/8/2024, unless otherwise specified
  • Unit share of disposable devices increased from 26.0% to 60.0%.
  • Unit share of prefilled cartridges decreased from 73.9% to 39.9%.

National E-Cigarette Unit Sales by Product Type and Flavor

Prefilled Cartridges

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2024

Disposable Devices

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2019
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2020
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2023
1/28
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3/24
4/21
5/19
6/16
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2024
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
† All Other Flavors category includes fruit, clove/spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include products with flavor names such as clear, clear ice, or unflavored, which likely contain non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear)

National E-Cigarette Unit Sales by Product Type and Flavor

Prefilled Cartridges

Total Unit Sales in Millions *

Disposable Devices

Total Unit Sales in Millions *
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
† All Other Flavors category includes fruit, clove/spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include products with flavor names such as clear, clear ice, or unflavored, which likely contain non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear)

National E-Cigarette Unit Sales By Flavor, Annual Estimates

Total Unit Sales in Millions *
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
† All Other Flavors category includes fruit, clove/spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include products with flavor names such as clear, clear ice, or unflavored, which likely contain non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear)
Unit Sales Annual Trends by Flavor, Annual Aggregates
From 2022 to 2023, unless otherwise specified
  • Annual total e-cigarette unit sales decreased from 327.0 to 311.9 million units (-4.6%).
  • Unit sales of tobacco-flavored e-cigarettes decreased from 65.0 to 57.3 million units (-11.8%).
  • Unit sales of non-tobacco-flavored e-cigarettes decreased from 260.4 to 251.6 million units (-3.4%).
  • Unit sales of menthol-flavored e-cigarettes decreased from 103.1 to 84.7 million units (-17.8%).
  • Unit sales of mint-flavored e-cigarettes increased from 18.6 to 20.4 million units (+10.1%).
  • Unit sales of other-flavored e-cigarettes increased from 138.0 to 144.0 million units (+4.4%).
  • Unit sales of clear/other cooling flavored e-cigarettes increased from 0.7 to 2.4 million units (+225.7%).

Annual Unit Share of National E-Cigarette Unit Sales by Flavor

† All Other Flavors category includes fruit, clove/spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include products with flavor names such as clear, clear ice, or unflavored, which likely contain non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear)
Unit Share Annual Trends by Flavor, Annual Aggregates
From 2022 to 2023, unless otherwise specified
  • Unit share of tobacco-flavored e-cigarette sales decreased from 19.9% to 18.4% (-1.5%).
  • Unit share of non-tobacco-flavored e-cigarette sales increased from 79.6% to 80.7% (+1.0%).
  • Unit share of menthol-flavored e-cigarette sales decreased from 31.5% to 27.2% (-4.4%).
  • Unit share of mint-flavored e-cigarette sales increased from 5.7% to 6.6% (+0.9%).
  • Unit share of other-flavored e-cigarette sales increased from 42.2% to 46.2% (+4.0%).
  • Unit share of clear/other cooling flavored e-cigarette sales increased from 0.2% to 0.8% (+0.5%).

National E-Cigarette Unit Sales By Product Type, Annual Estimates

Total Unit Sales in Millions *
* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
Unit Sales Annual Trends by Product, Annual Aggregates
From 2022 to 2023, unless otherwise specified
  • Total monthly e-cigarette unit sales decreased from 327.0 to 311.9 million units (-4.6%).
  • Unit sales of prefilled cartridge e-cigarettes decreased from 156.6 to 130.3 million units (-16.8%).
  • Unit sales of disposable e-cigarettes increased from 170.2 to 181.3 million units (+6.5%).

Annual Unit Share of National E-Cigarette Unit Sales by Product type

Unit Share Annual Trends by Product, Annual Aggregates
From 2022 to 2023, unless otherwise specified
  • Unit share of prefilled cartridge e-cigarette sales decreased from 47.9% to 41.8% (-6.1%).
  • Unit share of disposable e-cigarette sales increased from 52.0% to 58.1% (+6.1%).

Dollar Market Share of Top Brands **

* Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods; e-cigarette accessories and devices sold without e-liquids were excluded (9.5% of total dollar sales in 2022). Unit sales were standardized to reflect the most common package size for each product type. A standardized unit was equal to five prefilled cartridges, one disposable device, or one e-liquid bottle.
** Brands included here are presented as they are described within Circana data (therein labelled BrandFranchiseName); CDC Foundation has not performed additional aggregation. Some brands (such as Vuse) may aggregate several product lines, whereas others (such as Breeze) may be listed separately.
Dollar share by top brand aggregates
(Circana Syndicated Category: Electronic Smoking Devices)
From 7/14/2024 to 9/8/2024, unless otherwise specified
  • The top ten brands during the period spanning July 14, 2024, through September 8, 2024, were (in descending order of dollar sales) VUSE, JUUL, GEEK BAR PULSE, BREEZE SMOKE, RAZ, NJOY, HQD, BREEZE PRIME, LOON MAXX and MR FOG. The top five brands and top ten brands accounted for 73.0% and 81.9% of dollar sales, respectively
Data Brief | September 2024 | Produced January 2025
Retail sales data are based on custom research by CDC Foundation using Circana retail POS (Multi-Outlet + Convenience). Financial support was provided by Bloomberg Philanthropies through a grant to the CDC Foundation. According to Circana, new e-cigarette product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total e-cigarette dollar sales at any given time. Coding and releasing of new products are prioritized based on significance of dollar sales in order to continually comply with capturing at least 95.5% of total e-cigarette dollar sales in each period.