National Page Print - Monitoring Tobacco Product Use


Monitoring E-Cigarette Sales: National Trends This report highlights trends from February 2019 to May 2025. Notice of Brief Formatting and Revision to Previous Data Estimates For the best viewing experience, please open this PDF in Google Chrome. Some features or formatting may not display correctly in other browsers or PDF viewers. The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs. Federal Regulatory Actions In February 2020, the Food and Drug Administration (FDA) began prioritizing enforcement of existing regulations against prefilled e-cigarette cartridges in flavors other than tobacco and menthol. This prioritization did not apply to e-liquid bottles or single-use disposable e-cigarettes. FDA began issuing marketing denial orders for flavored e-cigarette products as of September 9, 2021. On April 15, 2022, FDA was granted authority to regulate products containing nicotine from any source, including synthetic nicotine. Key Findings Total e-cigarettes: During the 6-month period ending on May 18, 2025, the total number of e-cigarette products sold in the U.S. has reached 7,066 products, of which 6,593 (93.3%) were disposable e-cigarettes.¹ From February 2, 2020, to May 18, 2025, total monthly e-cigarette unit sales increased by 29.3% (15.7 million units to 20.3 million units); and non-tobacco-flavored e-cigarette sales (mint, menthol, clear/other cooling and other flavors) increased by 46.6% (11.2 million units to 16.5 million units). By May 18, 2025, non-tobacco-flavored e-cigarette sales accounted for 81.3% of total unit sales. The top 10 brands during the period spanning March 23, 2025, through May 18, 2025, were (in descending order of dollar sales) Vuse, JUUL, Geek Bar Pulse, Breeze Smoke, RAZ, NJOY, HQD, Breeze Prime, Loon Maxx and Lava Plus. The top 5 brands and top 10 brands accounted for 75.9% and 85.6% of total dollar sales, respectively. Geek Bar Pulse and RAZ, ranked among the top five brands nationally in this data brief, contain product models considered smart vapes (vapes that incorporate technologies such as digital screens, interactive notifications and power level/usage indicators).³ The 2024 National Youth Tobacco Survey (NYTS) found that 7.8% (1.21 million) of high school and 3.5% (410,000) of middle school students currently used e-cigarettes. Among those who currently used e-cigarettes, 87.6% used flavored e-cigarettes.² Flavored Disposable E-Cigarettes: From February 2, 2020, to May 18, 2025, disposable e-cigarette sales increased by 202.5% (4.1 million units to 12.3 million units); their unit share increased from 26.0% to 60.9% of total e-cigarette sales. As of May 18, 2025, 94.7% of disposable sales were of non-tobacco flavors. Among youth who used e-cigarettes in 2024, 55.6% used disposable e-cigarettes (NYTS).² Menthol flavored E-Cigarettes: From February 2, 2020, to May 18, 2025, overall menthol-flavored e-cigarette sales increased by 3.0% (5.2 million units to 5.3 million units). Menthol-flavored cartridge sales decreased by 0.5% (4.80 million units to 4.77 million units). As of May 18, 2025, menthol-flavored e-cigarette sales accounted for 26.2% of the overall e-cigarette market and 60.3% of the prefilled cartridge market. Among youth who used flavored e-cigarettes in 2024, 15.1% used menthol flavor (NYTS).² Relevant Issues During 2020–2024, additional flavored tobacco products continued to be marketed (e.g., flavored cigars) or entered the market (e.g., nicotine pouches). Units of e-cigarettes are not adjusted to account for variations in unit size. Large-format disposable e-cigarettes that allow for thousands of “puffs” are now available. Declines in unit sales may not signify declines in prevalence of use or consumption. Following California’s prohibition of flavored tobacco product sales in December 2022, sales of products branded as clear, clear ice and unflavored, likely containing non-menthol synthetic cooling agents, increased (e.g., Flum Pebble Clear, EB Design BC5000 Clear). These products are categorized as Clear/Other Cooling for the purposes of this data brief. The e-cigarette or vaping product use-associated lung injury (EVALI) outbreak in late 2019 and COVID-19 pandemic may have affected e-cigarette sales. Conclusion Restrictions that exempt certain flavors and product types likely shift sales to the products and flavors that remain on the market. Policies that prohibit all non-tobacco-flavored e-cigarettes, including flavored disposable e-cigarettes and menthol-flavored prefilled cartridges, reduce e-cigarette sales and may reduce youth access and use of e-cigarettes. Number of e-cigarette products is counted as the number of unique UPCs (Universal Product Code) in Circana data. Park-Lee E, Jamal A, Cowan H, et al. Notes from the Field: E-Cigarette and Nicotine Pouch Use Among Middle and High School Students — United States, 2024. MMWR Morb Mortal Wkly Rep 2024;73:774–778. Bertrand A, Diaz MC, Goyette R, et al. Tracking technology changes of e-cigarettes: characteristics and capabilities of new smart vape devices. Tobacco Control Published Online First: 17 August 2024.

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 (1.5% of total dollar sales in 2024). 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 (e.g., wine, cognac or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling category includes 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 5/18/2025, unless otherwise specified

Total monthly e-cigarette sales increased from 15.7 to 20.3 million units (+29.3%).
Tobacco-flavored e-cigarette sales decreased from 4.4 million to 3.7 million (-17.8%); unit share decreased from 28.3% to 18.0%.
Non-tobacco-flavored e-cigarette sales increased from 11.2 million to 16.5 million (+46.6%); unit share increased from 71.7% to 81.3%.
Menthol-flavored e-cigarette sales increased from 5.2 million to 5.3 million (+3.0%); unit share decreased from 32.9% to 26.2%.
Mint-flavored e-cigarette sales increased from 1.4 million to 1.5 million (+8.8%); unit share decreased from 9.0% to 7.6%.

Other-flavored e-cigarette sales increased from 4.6 million to 9.4 million (+102.5%); unit share increased from 29.6% to 46.4%.
Between 12/4/2022 and 5/18/2025 clear/other cooling flavored e-cigarette sales increased from 74.5 thousand to 214.7 thousand (+188.1%); unit share increased from 0.5% to 1.1%.
California’s decline in e-cigarette sales between 12/4/2022 and 5/18/2025 represents 13.3% (i.e., 490.7 thousand units out of 3.7 million units) of the decline in national e-cigarette sales that occurred during this period.
Between 12/4/2022 and 5/18/2025, California’s monthly e-cigarette total unit sales decreased from 834.9 thousand to 344.2 thousand (-58.8%) 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 *

Trends of Dollar Sales by Flavor Following FDA’s Flavor Enforcement Policy

From 2/2/2020 to 5/18/2025, unless otherwise specified

Total monthly e-cigarette dollar sales increased from 320.5 to 477.8 million dollars (+49.1%).
Tobacco-flavored e-cigarette dollar sales decreased from 100.4 million to 99.5 million (-0.9%); dollar share decreased from 31.3% to 20.8%.
Non-tobacco-flavored e-cigarette dollar sales increased from 220.1 million to 375.5 million (+70.6%); dollar share increased from 68.7% to 78.6%.
Menthol-flavored e-cigarette dollar sales increased from 116.1 million to 164.1 million (+41.4%); dollar share decreased from 36.2% to 34.4%.

Mint-flavored e-cigarette dollar sales decreased from 31.2 million to 27.7 million (-11.1%); dollar share decreased from 9.7% to 5.8%.
Other-flavored e-cigarette dollar sales increased from 72.7 million to 180.3 million (+148.0%); dollar share increased from 22.7% to 37.7%.
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 *

Trends of Unit Sales by Product Following FDA’s Flavor Enforcement Policy

From 2/2/2020 to 5/18/2025, unless otherwise specified

Sales of prefilled cartridges decreased from 11.6 million to 7.9 million (-31.6%); unit share decreased from 73.9% to 39.1%.
Sales of disposable devices increased from 4.1 million to 12.3 million (+202.5%); unit share increased from 26.0% to 60.9%.

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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Trends of Unit Share by Product Following FDA’s Flavor Enforcement Policy

From 2/2/2020 to 5/18/2025, unless otherwise specified

Unit share of disposable devices increased from 26.0% to 60.9%.
Unit share of prefilled cartridges decreased from 73.9% to 39.1%.

National E-Cigarette Unit Sales by Product Type and Flavor

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National E-Cigarette Unit Sales by Product Type and Flavor

Prefilled Cartridges

Total Unit Sales in Millions *

Disposable Devices

Total Unit Sales in Millions *

National E-Cigarette Unit Sales By Flavor, Annual Estimates

Total Unit Sales in Millions *

Unit Sales Annual Trends by Flavor, Annual Aggregates

From 2023 to 2024, unless otherwise specified

Annual total e-cigarette unit sales decreased from 312.6 to 285.2 million units (-8.7%).
Unit sales of tobacco-flavored e-cigarettes decreased from 57.4 to 50.4 million units (-12.3%).
Unit sales of non-tobacco-flavored e-cigarettes decreased from 252.2 to 232.2 million units (-7.9%).
Unit sales of menthol-flavored e-cigarettes decreased from 84.7 to 74.3 million units (-12.3%).

Unit sales of mint-flavored e-cigarettes decreased from 20.5 to 20.2 million units (-1.7%).
Unit sales of other-flavored e-cigarettes decreased from 144.5 to 135.0 million units (-6.6%).
Unit sales of clear/other cooling flavored e-cigarettes increased from 2.4 to 2.7 million units (+11.0%).

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

Total Unit Sales in Millions *

Unit Sales Annual Trends by Product, Annual Aggregates

From 2023 to 2024, unless otherwise specified

Total monthly e-cigarette unit sales decreased from 312.6 to 285.2 million units (-8.7%).
Unit sales of prefilled cartridge e-cigarettes decreased from 130.3 to 113.5 million units (-12.8%).
Unit sales of disposable e-cigarettes decreased from 182.0 to 171.4 million units (-5.8%).

Data Brief | May 2025 | Produced November 2025

Retail sales data are based on custom research by the CDC Foundation using Circana retail POS (Multi-Outlet and 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.

National E-Cigarette Unit Sales by Flavor

National E-Cigarette Dollar Sales by Flavor

National E-Cigarette Unit Sales by Product Type

National E-Cigarette Unit Share by Product Type

National E-Cigarette Unit Sales by Product Type and Flavor

Prefilled Cartridges

Disposable Devices

National E-Cigarette Unit Sales by Product Type and Flavor

Prefilled Cartridges

Disposable Devices

National E-Cigarette Unit Sales By Flavor, Annual Estimates

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

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

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

Dollar Market Share of Top Brands **