New Hampshire 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 (9.5% of total dollar sales in 2022). 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 (such as wine, cognac, or other cocktails), candy/desserts/other sweets, some other flavor; Clear/Other Cooling include 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
All stats between 2/2/2020 and 6/16/2024, unless otherwise specified

Following FDA’s flavor enforcement policy, monthly e-cigarette total unit sales decreased from 171.7 thousand to 150.6 thousand (-12.3%).

Δ Unit Sales

-12.3%

Tobacco-flavored e-cigarette sales increased from 48.3 thousand to 53.6 thousand (+11.0%); unit share increased from 28.1% to 35.6%.

Δ Unit Sales

+11.0%

Non-Tobacco-flavored e-cigarette sales decreased from 123.4 thousand to 96.9 thousand (-21.4%); unit share decreased from 71.9% to 64.4%.

Δ Unit Sales

-21.4%

Menthol-flavored e-cigarette sales increased from 72.3 thousand to 74.8 thousand (+3.5%); unit share increased from 42.1% to 49.7%.

Δ Unit Sales

+3.5%

Mint-flavored e-cigarette sales decreased from 21.1 thousand to 3.0 thousand (-85.9%); unit share decreased from 12.3% to 2.0%.

Δ Unit Sales

-85.9%

All other-flavored e-cigarette sales decreased from 30.0 thousand to 19.1 thousand (-36.2%); unit share decreased from 17.5% to 12.7%.

Δ Unit Sales

-36.2%

Between 12/4/2022 and 6/16/2024 clear/other cooling flavored e-cigarettes had no sales.

Δ Unit Sales

+0.0%

All estimates and analyses in this data brief based on Circana (formerly IRI, Information Resources, Inc.) Multi-Outlet + Convenience data are by the author and not by Circana. 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.

Past Data Briefs

E-Cigarette Sales by State

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.