This data brief highlights trends in e-cigarette unit sales in selected states. Data is presented from
February 2019 to
September 2025.
Notice of Brief Formatting and Revision to Previous Data Estimates
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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 Flavor Regulatory Initiatives
In February 2020, the U.S. 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 August 26, 2021.
As of January 2026, FDA has authorized 39 e-cigarette products to be marketed in the U.S.1 These are the only products that may lawfully be sold in the U.S.
Beginning April 14, 2022, FDA had the authority to regulate products containing nicotine from any source, including synthetic nicotine.
Other Relevant Issues
During the period covered by this data brief, 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. Please see www.tobaccomonitoring.org for more information about the total amount of e-cigarette nicotine sold in each of the states for which unit sales are presented in this data brief.
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 in 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.
State and Local Legislative Initiatives
As of September 2025, California and Massachusetts restrict the sale of flavored tobacco products; New Jersey restricts the sale of all flavored e-cigarettes; New York restricts the sale of flavored e-cigarettes unless they have marketing authorization from the FDA; and Rhode Island and Utah restrict the sale of flavored e-cigarettes, except menthol. In addition, nearly 400 local jurisdictions restrict the sale of flavored tobacco products, including e-cigarettes.
U.S. Food and Drug Administration. Searchable Tobacco Products Database. https://www.accessdata.fda.gov/scripts/searchtobacco/ (accessed January 15, 2026).
Maine Policy Summary
Maine has no active state-level restrictions on flavored tobacco products. Flavor restrictions may be enforced within individual localities.
Maine E-Cigarette Unit Sales by Flavor
Total Unit Sales in Thousands *
*
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
Following FDA’s flavor enforcement policy, monthly e-cigarette total unit sales increased from 79.3 thousand to 91.4 thousand (+15.4%).
Δ Unit Sales
+15.4%
Tobacco-flavored e-cigarette sales increased from 21.7 thousand to 23.7 thousand (+9.1%); unit share decreased from 27.4% to 25.9%.
Δ Unit Sales
+9.1%
Non-tobacco-flavored e-cigarette sales increased from 57.5 thousand to 67.7 thousand (+17.6%); unit share increased from 72.6% to 74.0%.
Δ Unit Sales
+17.6%
Menthol-flavored e-cigarette sales increased from 33.8 thousand to 51.5 thousand (+52.2%); unit share increased from 42.7% to 56.3%.
Δ Unit Sales
+52.2%
Mint-flavored e-cigarette sales decreased from 5.2 thousand to 2.6 thousand (-50.9%); unit share decreased from 6.6% to 2.8%.
Δ Unit Sales
-50.9%
All other-flavored e-cigarette sales decreased from 18.5 thousand to 13.6 thousand (-26.7%); unit share decreased from 23.4% to 14.8%.
Δ Unit Sales
-26.7%
Nationally, sales of novel clear and other-cooling flavored e-cigarettes increased starting around December 2022. In Maine, between 12/4/2022 and 9/7/2025, clear/other cooling flavored e-cigarette sales were approximately zero.
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.
Maine E-Cigarette Dollar Sales by Flavor
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 (1.5% of total dollar sales in 2024).
†
“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 Dollar Sales by Flavor Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/7/2025, unless otherwise specified
Following FDA’s flavor enforcement policy, monthly e-cigarette total dollar sales increased from $2.2 million to $3.4 million (+52.3%).
Δ Dollar Sales
+52.3%
Tobacco-flavored e-cigarette sales increased from $641.2 thousand to $832.7 thousand (+29.9%); dollar share decreased from 29.0% to 24.7%.
Δ Dollar Sales
+29.9%
Non-tobacco-flavored e-cigarette sales increased from $1.6 million to $2.5 million (+61.1%); dollar share increased from 71.0% to 75.1%.
Δ Dollar Sales
+61.1%
Menthol-flavored e-cigarette sales increased from $970.3 thousand to $2.2 million (+124.7%); dollar share increased from 43.8% to 64.7%.
Δ Dollar Sales
+124.7%
Mint-flavored e-cigarette sales decreased from $123.1 thousand to $47.8 thousand (-61.1%); dollar share decreased from 5.6% to 1.4%.
Δ Dollar Sales
-61.1%
All other-flavored e-cigarette sales decreased from $478.8 thousand to $302.4 thousand (-36.8%); dollar share decreased from 21.6% to 9.0%.
Δ Dollar Sales
-36.8%
Nationally, sales of novel clear and other-cooling flavored e-cigarettes increased starting around December 2022. In Maine, between 12/4/2022 and 9/7/2025, clear/other cooling flavored e-cigarette sales were approximately zero.
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.
Maine Trends: Total Nicotine Sold (in Milligrams) by Flavor of E-Cigarette
Total Nicotine Sold (Millions of Milligrams) *
*
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).
Total nicotine sold (mg) was calculated for each product by multiplying the e-liquid volume (mL) by the
nicotine concentration (mg/mL) and the unit sales, then summing the results across all e-cigarette products sold.
†
“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 Total Nicotine Sold (in Milligrams) by Flavor of E-Cigarette Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/7/2025, unless otherwise specified
Following FDA’s flavor enforcement policy, the total amount of e-cigarette nicotine sold per month increased from 17.7 million to 27.6 million milligrams (+55.3%).
Δ Nicotine Sales
+55.3%
The total amount of nicotine sold in tobacco-flavored e-cigarettes increased from 4.5 million to 5.6 million milligrams (+23.2%); share of nicotine sold decreased from 25.5% to 20.2%.
Δ Nicotine Sales
+23.2%
The total amount of nicotine sold in non-tobacco-flavored e-cigarettes increased from 13.2 million to 21.9 million milligrams (+66.1%); share of nicotine sold increased from 74.5% to 79.6%.
Δ Nicotine Sales
+66.1%
The total amount of nicotine sold in menthol-flavored e-cigarettes increased from 6.2 million to 16.3 million milligrams (+160.5%); share of nicotine sold increased from 35.2% to 59.1%.
Δ Nicotine Sales
+160.5%
The total amount of nicotine sold in mint-flavored e-cigarettes decreased from 1.0 million to 740.5 thousand milligrams (-28.2%); share of nicotine sold decreased from 5.8% to 2.7%.
Δ Nicotine Sales
-28.2%
The total amount of nicotine sold in all other-flavored e-cigarettes decreased from 5.9 million to 4.9 million milligrams (-17.3%); share of nicotine sold decreased from 33.4% to 17.8%.
Δ Nicotine Sales
-17.3%
Nationally, sales of novel clear and other-cooling flavored e-cigarettes increased starting around December 2022. In Maine, between 12/4/2022 and 9/7/2025, the total amount of nicotine sold in clear/other cooling flavored e-cigarettes was approximately zero.
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.
Maine E-Cigarette Unit Share by Product Type
2019
2020
2021
2022
2023
2024
2025
*
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.
Trends of Unit Sales by Product Type Following FDA’s Flavor Enforcement Policy
From 2/2/2020 to 9/7/2025
Unit share of disposable devices increased from 3.2% to 27.9%; unit sales increased from 2.5 thousand to 25.5 thousand (+918.8%).
Δ Unit Sales
+918.8%
Unit share of prefilled cartridges decreased from 96.8% to 72.1%; unit sales decreased from 76.7 thousand to 65.9 thousand (-14.1%).
Δ Unit Sales
-14.1%
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.
Maine E-Cigarette Unit Sales by Product Type and Flavor
Prefilled Cartridges
Total Unit Sales in Thousands *
Disposable Devices
Total Unit Sales in Thousands *
*
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.
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.
Past Data Briefs
Issue 17: 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
For individual state e-cigarette sales information, click on each state’s shape on the map. You can also click on each state text below the map for e-cigarette sales data.
