This data brief highlights trends in e-cigarette unit sales in selected states. Data is presented from
February 2019 to
May 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, 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 produced in a laboratory.
Other Relevant Issues
During the period covered by this 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.
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.
State and Local Legislative Initiatives
As of May 2025, four states (California, Massachusetts, New Jersey and New York) have laws in effect prohibiting the sale of all non-tobacco-flavored e-cigarettes. Rhode Island and Utah restrict the sale of flavored e-cigarettes, except menthol- and tobacco-flavored e-cigarettes. In addition, nearly 400 local jurisdictions have enacted laws that restrict the sale of flavored e-cigarettes.
Permanent restriction on flavored e-cigarette products took effect in November 2019.
Massachusetts 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).
Trends of Unit Sales by Flavor Following Massachusetts’s Flavored E-Cigarette Restriction
All stats between
9/15/2019 and
5/18/2025, unless otherwise specified
Following Massachusetts’s flavored e-cigarette restrictions, monthly e-cigarette total unit sales decreased from 548.6 thousand to 69.3 thousand (-87.4%).
Δ Unit Sales
-87.4%
Tobacco-flavored e-cigarette sales decreased from 135.8 thousand to 42.4 thousand (-68.8%); unit share increased from 24.8% to 61.1%.
Δ Unit Sales
-68.8%
Non-tobacco-flavored e-cigarette sales decreased from 412.8 thousand to 25.1 thousand (-93.9%); unit share decreased from 75.2% to 36.2%.
Δ Unit Sales
-93.9%
Menthol-flavored e-cigarette sales decreased from 55.5 thousand to 0.8 thousand (-98.5%); unit share decreased from 10.1% to 1.2%.
Δ Unit Sales
-98.5%
Mint-flavored e-cigarette sales decreased from 324.9 thousand to 0.0 (-100.0%); unit share decreased from 59.2% to 0.0%.
Δ Unit Sales
-100.0%
All other-flavored e-cigarette sales decreased from 32.4 thousand to 7.9 thousand (-75.6%); unit share increased from 5.9% to 11.4%.
Δ Unit Sales
-75.6%
Between 12/4/2022 and 5/18/2025 clear/other cooling flavored e-cigarette sales increased from 8.0 thousand to 16.4 thousand (+105.9%); unit share increased from 1.4% to 23.6%.
Δ Unit Sales
+105.9%
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.
Massachusetts 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 Massachusetts’s Flavored E-Cigarette Restriction
All stats between
9/15/2019 and
5/18/2025, unless otherwise specified
Unit share of disposable devices increased from 7.4% to 41.7%; unit sales decreased from 40.6 thousand to 28.9 thousand (-28.9%).
Δ Unit Sales
-28.9%
Unit share of prefilled cartridges decreased from 92.6% to 58.3%; unit sales decreased from 508 thousand to 40.4 thousand (-92.0%).
Δ Unit Sales
-92.0%
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.
Massachusetts 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).
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.
September 24, 2019
Massachusetts Implements Temporary Emergency E-Cigarette Ban
Massachusetts enacted a temporary emergency ban restricting the sale of all e-cigarette products as a result of EVALI cases surging in the U.S.
November 27, 2019
Massachusetts Enacts Permanent Ban on Sales of Flavored E-Cigarettes
Massachusetts made history as the first U.S. state to end the sale of all non-tobacco flavored e-cigarette products, except in licensed adult-only smoking bars. Sales of e-cigarettes and e-liquids with a nicotine concentration greater than 35 mg/ml were restricted to specialty tobacco stores and smoking bars.
June 1, 2020
Expansion of Flavor Ban to All Tobacco Products
The Massachusetts state law restricting sales of flavored e-cigarette products was extended to restrict sales of all flavored tobacco products beginning June 1, 2020, including menthol cigarettes and flavored cigars. At the same time, the state implemented a new excise tax on e-cigarettes at 75% of the wholesale price. DOR Cigarette, Tobacco and Vaping Excise Tax | Mass.gov
Effects of Federal and State Policy Actions on Sales of E-Cigarette Products in Massachusetts
Massachusetts’ comprehensive state-wide policy led to an immediate and drastic decline in overall e-cigarette sales and in non-tobacco flavored e-cigarette sales (between September 2019 and December 2023). Sales of e-cigarettes in menthol, mint, and other flavors were virtually eliminated. However, sales of “clear/other cooling” flavored e-cigarettes (marketed in flavors such as clear, clear ice, naked, or unflavored but which contain menthol or other synthetic coolantshttps://www.researchgate.net/publication/379968851_Cardiovascular_Health_Effects_and_Synthetic_Cooling_Agents_in_E-cigarettes_Labeled_as_Clear_Marketed_in_Massachusetts_After_the_Tobacco_Product_Flavoring_Ban) have risen.
Past Data Briefs
Issue 16: August 2025
Latest Release
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.
