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National E-Cigarette Unit Sales by Flavor

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) and which observe an increase in sales following California’s flavored tobacco product sales restrictions beginning December 2022.
Trends of Unit Sales by Flavor Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/7/2025, unless otherwise specified

Total monthly e-cigarette sales increased from 15.5 million to 18.1 million (+16.9%).

Δ Unit Sales

16.9%

Tobacco-flavored e-cigarette sales decreased from 4.4 million to 3.7 million (-16.2%); unit share decreased from 28.3% to 20.3%.

Δ Unit Sales

-16.2%

Non-tobacco-flavored e-cigarette sales increased from 11.1 million to 14.3 million (+28.8%); unit share increased from 71.7% to 79.0%.

Δ Unit Sales

28.8%

Menthol-flavored e-cigarette sales increased from 5.1 million to 5.6 million (+10.4%); unit share decreased from 32.9% to 31.0%.

Δ Unit Sales

10.4%

Mint-flavored e-cigarette sales decreased from 1.4 million to 1.3 million (-6.6%); unit share decreased from 9.1% to 7.2%.

Δ Unit Sales

-6.6%

Other-flavored e-cigarette sales increased from 4.6 million to 7.1 million (+55.0%); unit share increased from 29.7% to 39.3%.

Δ Unit Sales

55.0%

Between 12/4/2022 and 9/7/2025 clear/other cooling flavored e-cigarette sales increased from 84.1 thousand to 244.8 thousand (+190.9%); unit share increased from 0.3% to 1.4%.

Δ Unit Sales

190.9%

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 product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total dollar sales at any given time. To account for the remaining share, Circana applies projection algorithms that ensure the released data is representative of both total U.S. and state-level sales.

  • November 13, 2018

    JUUL Voluntarily Pulls 4 Flavors

    JUUL Labs voluntarily removed mango, fruit, creme and cucumber flavored cartridges – but not mint or menthol – from their product line in response to a reported increase in youth use of e-cigarettes. Sales of other-flavored prefilled cartridges began to decline.

  • December 18, 2018

    U.S. Surgeon General Declares Youth E-Cigarette Epidemic

    By this date, e-cigarettes have been the most commonly used tobacco products among youth since 2014. Wang TW, Gentzke AS, Creamer MR, Cullen KA, Holder-Hayes E, Sawdey MD, et al. Tobacco Product Use and Associated Factors Among Middle and High School Students — United States, 2019. MMWR Surveillance Summaries. 2019 Nov 6;68(12):1–22.  Wang TW. Tobacco Product Use Among Middle and High School Students — United States, 2011–2017. MMWR Morb Mortal Wkly Rep [Internet]. 2018 [cited 2024 May 28];67. Available from: https://www.cdc.gov/mmwr/volumes/67/wr/mm6722a3.htm  In addition, Monitoring the Future survey data at the time showed 2018 as the largest single-year increase in nicotine vaping among 10th and 12th grade students. Johnston LD, Miech RA, O’Malley PM, Bachman JG, Schulenberg JE, Patrick ME. Monitoring the Future National Survey Results on Drug Use: 2018 Overview Key Findings on Adolescent Drug Use. 2019 Jan. Due to the increased popularity and usage among youth, the U.S. Surgeon General issued an advisory declaring use among youth an epidemic.

  • September 5, 2019

    E-Cigarette, or Vaping Product, Use Associated Lung Injury (EVALI)

    Throughout the U.S., there was a sudden increase in hospital admissions for patients with lung injuries related to e-cigarette use or vaping, later termed EVALI. By February 2020, a total of 2,807 hospitalized EVALI cases or deaths had been reported to CDC from 50 states, the District of Columbia, and two U.S. territories (Puerto Rico and the U.S. Virgin Islands). Sixty-eight deaths were confirmed in 29 states and the District of Columbia. As a result of EVALI cases, several states implemented temporary, emergency bans on e-cigarette products, causing e-cigarette sales to drop in those states. https://archive.cdc.gov/www_cdc_gov/tobacco/basic_information/e-cigarettes/severe-lung-disease.html https://www.thelancet.com/journals/lanres/article/PIIS2213-2600(20)30360-X/fulltext

  • November 7, 2019

    JUUL Removes Mint-Flavored Products

    JUUL Labs ends sales of mint-flavored cartridges in retail stores and online, leading to declines in mint-flavored prefilled cartridges as seen in graphs above.

  • February 2, 2020

    Federal Flavor Enforcement Policy

    In February 2020, 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 finalizes enforcement policy on unauthorized flavored cartridge-based e-cigarettes that appeal to children, including fruit and mint [Internet]. U.S. Food & Drug Administration. 2020 [cited 2024 Feb 13]. Available from: https://www.fda.gov/news-events/press-announcements/fda-finalizes-enforcement-policy-unauthorized-flavored-cartridge-based-e-cigarettes-appeal-children Sales of disposable e-cigarettes—particularly in flavors other than tobacco and menthol—increase significantly from this point, as seen in the graphs above.

  • E-Cigarettes Come in Multiple Device Types and Flavors

    E-cigarettes were first introduced on the U.S. market in 2007. The Vaping Epidemic in Adolescents – PMC (nih.gov) Over the years, e-cigarettes have branched into several distinct product types, including disposable devices (products intended to be disposed of completely once the e-liquid reservoir is depleted), cartridge-based systems, and open systems (products with tanks intended to be refilled via e-liquid bottles). E-Cigarette, or Vaping, Products Visual Dictionary (cdc.gov) In 2018, there were no actively enforced federal regulations for e-cigarettes within the United States. As a result, all e-cigarette product types were available in a variety of flavors. The major flavor categories tracked in our sales data include tobacco, menthol, mint, all other flavors (including candy, fruit, beverages, desserts, spices), and clear/other cooling (products marketed as being “clear” or unflavored but which likely contain synthetic and/or menthol coolants). Cardiovascular Health Effects and Synthetic Cooling Agents in E-cigarettes Labeled as ‘clear’ Marketed in Massachusetts After the Tobacco Product Flavoring Ban

  • Not All E-Cigarettes are the Same

    In January 2020, FDA prioritized enforcement of existing regulations against prefilled cartridges and pods in flavors other than menthol and tobacco. Subsequently, sales of disposable e-cigarettes in mint and all other flavors and menthol prefilled cartridges increased, while sales of prefilled cartridges in mint and other flavors ceased.

  • E-Cigarettes Have Changed Greatly Over Time

    Since 2020, e-cigarette products have continued to increase in e-liquid capacity and nicotine strength and incorporate a variety of modern technologies. Disposable products, which are available in any flavor, are the most purchased e-cigarette product on the market today. Modern disposable devices allow for significantly larger e-liquid capacity and higher nicotine concentration compared to those sold at the time of the federal flavor policy enforcement. Trends in US E-cigarette Sales and Prices by Nicotine Strength, Overall and by Product and Flavor Type, 2017–2022 – PMC (nih.gov) In an effort to address e-cigarette use, several states have enacted local or statewide restrictions, often related to flavor bans and sales restrictions. Visit the “E-Cigarette Sales by State” section of this website to explore state-level sales data, as well as general policy descriptions and timelines where applicable.

Past Data Briefs

Issue 32: January 2026

New

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.

E-Cigarette Sales by State