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).
Massachusetts Policy Summary
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. Sales estimates from 2019
reflect preserved data from custom CDC Foundation analyses using archived Circana data that are no longer updated
or included in Circana’s current sales projections.
†
“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 Massachusetts’s Flavored E-Cigarette Restriction
From 9/15/2019 to 9/7/2025, unless otherwise specified
Following Massachusetts’s flavored e-cigarette restrictions, monthly e-cigarette total unit sales decreased from 548.6 thousand to 72.5 thousand (-86.8%).
Δ Unit Sales
-86.8%
Tobacco-flavored e-cigarette sales decreased from 135.8 thousand to 43.5 thousand (-67.9%); unit share increased from 24.8% to 60.1%.
Δ Unit Sales
-67.9%
Non-tobacco-flavored e-cigarette sales decreased from 412.8 thousand to 24.0 thousand (-94.2%); unit share decreased from 75.2% to 33.1%.
Δ Unit Sales
-94.2%
Menthol-flavored e-cigarette sales decreased from 55.5 thousand to 531 (-99.0%); unit share decreased from 10.1% to 0.7%.
Δ Unit Sales
-99.0%
Mint-flavored e-cigarette sales decreased from 324.9 thousand to 8 (-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 135 (-99.6%); unit share decreased from 5.9% to 0.2%.
Δ Unit Sales
-99.6%
Nationally, sales of novel clear and other-cooling flavored e-cigarettes increased starting around December 2022. In Massachusetts, between 12/4/2022 and 9/7/2025, clear/other cooling flavored e-cigarette sales increased from 7.6 thousand to 23.3 thousand (+208.9%); unit share increased from 7.4% to 32.2%.
Δ Unit Sales
+208.9%
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 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 Massachusetts’s Flavored E-Cigarette Restriction
From 9/15/2019 to 9/7/2025, unless otherwise specified
Following Massachusetts’s flavored e-cigarette restrictions, monthly e-cigarette total dollar sales decreased from $11.2 million to $2.5 million (-77.6%).
Δ Dollar Sales
-77.6%
Tobacco-flavored e-cigarette sales decreased from $2.7 million to $1.8 million (-34.1%); dollar share increased from 24.5% to 71.9%.
Δ Dollar Sales
-34.1%
Non-tobacco-flavored e-cigarette sales decreased from $8.5 million to $589.6 thousand (-93.0%); dollar share decreased from 75.5% to 23.5%.
Δ Dollar Sales
-93.0%
Menthol-flavored e-cigarette sales decreased from $1.1 million to $18.4 thousand (-98.3%); dollar share decreased from 9.9% to 0.7%.
Δ Dollar Sales
-98.3%
Mint-flavored e-cigarette sales decreased from $6.7 million to $233 (-100.0%); dollar share decreased from 60.2% to 0.0%.
Δ Dollar Sales
-100.0%
All other-flavored e-cigarette sales decreased from $607.2 thousand to $3.1 thousand (-99.5%); dollar share decreased from 5.4% to 0.1%.
Δ Dollar Sales
-99.5%
Nationally, sales of novel clear and other-cooling flavored e-cigarettes increased starting around December 2022. In Massachusetts, between 12/4/2022 and 9/7/2025, clear/other cooling flavored e-cigarette sales increased from $167.2 thousand to $567.9 thousand (+239.6%); dollar share increased from 5.0% to 22.7%.
Δ Dollar Sales
+239.6%
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 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 Massachusetts’s Flavored E-Cigarette Restriction
From 9/15/2019 to 9/7/2025, unless otherwise specified
Following Massachusetts’s flavored e-cigarette restrictions, the total amount of e-cigarette nicotine sold per month decreased from 91.5 million to 14.4 million milligrams (-84.3%).
Δ Nicotine Sales
-84.3%
The total amount of nicotine sold in tobacco-flavored e-cigarettes decreased from 24.1 million to 6.2 million milligrams (-74.2%); share of nicotine sold increased from 26.4% to 43.4%.
Δ Nicotine Sales
-74.2%
The total amount of nicotine sold in non-tobacco-flavored e-cigarettes decreased from 67.4 million to 6.9 million milligrams (-89.8%); share of nicotine sold decreased from 73.6% to 48.1%.
Δ Nicotine Sales
-89.8%
The total amount of nicotine sold in menthol-flavored e-cigarettes decreased from 8.9 million to 139.1 thousand milligrams (-98.4%); share of nicotine sold decreased from 9.8% to 1.0%.
Δ Nicotine Sales
-98.4%
The total amount of nicotine sold in mint-flavored e-cigarettes decreased from 51.8 million to 10.9 thousand milligrams (-100.0%); share of nicotine sold decreased from 56.6% to 0.0%.
Δ Nicotine Sales
-100.0%
The total amount of nicotine sold in all other-flavored e-cigarettes decreased from 6.7 million to 75.0 thousand milligrams (-98.9%); share of nicotine sold decreased from 7.3% to 0.5%.
Δ Nicotine Sales
-98.9%
Nationally, sales of novel clear and other-cooling flavored e-cigarettes increased starting around December 2022. In Massachusetts, between 12/4/2022 and 9/7/2025, the total amount of nicotine sold in clear/other cooling flavored e-cigarettes increased from 3.1 million to 6.7 million milligrams (+114.3%); share of nicotine sold increased from 17.9% to 46.5%.
Δ Nicotine Sales
+114.3%
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. Sales estimates from 2019
reflect preserved data from custom CDC Foundation analyses using archived Circana data that are no longer updated
or included in Circana’s current sales projections.
Trends of Unit Sales by Product Type Following Massachusetts’s Flavored E-Cigarette Restriction
From 9/15/2019 to 9/7/2025
Unit share of disposable devices increased from 7.4% to 42.7%; unit sales decreased from 40.6 thousand to 30.9 thousand (-23.9%).
Δ Unit Sales
-23.9%
Unit share of prefilled cartridges decreased from 92.6% to 57.3%; unit sales decreased from 508.0 thousand to 41.6 thousand (-91.8%).
Δ Unit Sales
-91.8%
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. Sales estimates from 2019
reflect preserved data from custom CDC Foundation analyses using archived Circana data that are no longer updated
or included in Circana’s current sales projections.
†
“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.
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 17: September 2025
Published January 2026
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.
