This data brief highlights trends in e-cigarette unit sales in selected states. Data is presented from
February 2019 to
June 2024.
Notice of Updated Format and Revision to Previous Data Estimates
In conjunction with the forthcoming release of our new project website – Tobacco Monitoring – this brief has an updated layout and color scheme.
The data in this brief have been updated to capture new e-cigarette products coded by 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, such as flavored cigars; or entered the market, such as 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 June 2024, five states (Massachusetts, New York, New Jersey, Rhode Island, and California) have passed laws prohibiting the sale of all non-tobacco flavored e-cigarettes. In June 2024, menthol e-cigarettes were exempted from Rhode Island’s law and will be allowed for sale beginning January 2025. Two states (Maryland, Utah) restrict the sale of some flavored e-cigarettes. In addition, over 380 local jurisdictions enacted laws that restrict the sale of flavored e-cigarettes.
Permanent restriction on all flavored e-cigarette products went into effect in March 2020.
Rhode Island 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 Rhode Island’s Flavored E-cigarette Restriction
All stats between
10/13/2019 and
6/16/2024, unless otherwise specified
Following Rhode Island’s flavored e-cigarette restrictions, monthly e-cigarette total unit sales decreased from 109.7 thousand to 56.3 thousand (-48.7%).
Δ Unit Sales
-48.7%
Tobacco-flavored e-cigarette sales increased from 39.5 thousand to 51.8 thousand (+31.0%); unit share increased from 36.0% to 92.0%.
Δ Unit Sales
+31.0%
Non-Tobacco-flavored e-cigarette sales decreased from 70.1 thousand to 4.5 thousand (-93.6%); unit share decreased from 64.0% to 8.0%.
Δ Unit Sales
-93.6%
Menthol-flavored e-cigarette sales decreased from 13.4 thousand to 0.0 (-100.0%); unit share decreased from 12.3% to 0.0%.
Δ Unit Sales
-100.0%
Mint-flavored e-cigarette sales decreased from 41.8 thousand to 0.2 thousand (-99.4%); unit share decreased from 38.2% to 0.4%.
Δ Unit Sales
-99.4%
All other-flavored e-cigarette sales decreased from 14.9 thousand to 3.5 thousand (-76.6%); unit share decreased from 13.6% to 6.2%.
Δ Unit Sales
-76.6%
Between 12/4/2022 and 6/16/2024 clear/other cooling flavored e-cigarette sales decreased from 2.6 thousand to 0.8 thousand (-70.1%); unit share decreased from 2.4% to 1.4%.
Δ Unit Sales
-70.1%
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.
Rhode Island E-Cigarette Unit Sales by Product Type
2019
2020
2021
2022
2023
2024
*
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.
Trends of Unit Sales by Product Type Following Rhode Island’s Flavored E-cigarette Restriction
All stats between
10/13/2019 and
6/16/2024, unless otherwise specified
Unit share of disposable devices decreased from 15.5% to 11.5%.
Δ Unit Share
-4.1%
Unit share of prefilled cartridges increased from 84.5% to 88.5%.
Δ Unit Share
+4.1%
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.
Rhode Island 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 (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)
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.
October 4, 2019
Rhode Island Implements Temporary Emergency Flavored E-Cigarette Ban
Rhode Island implemented a temporary emergency ban on the sale of e-cigarette products in flavors other than tobacco as a result of EVALI cases surging in the U.S.
March 26, 2020
Rhode Island Enacts Permanent Restriction on Sales of Flavored Products
The temporary ban within Rhode Island on the sale of e-cigarette products in flavors other than tobacco became a permanent restriction beginning March 26, 2020.
June 1, 2024
Rhode Island Exempts Menthol E-Cigarettes from Flavored E-Cigarette Restrictions
Rhode Island passed budgetary legislation that exempts tobacco and menthol flavored e-cigarettes from the definition of characterizing e-cigarette flavors, exempting menthol for the first time from the state’s flavored e-cigarette restrictions. This change will be effective January 1, 2025, and enforced by the Rhode Island Department of Revenue, which has been granted authority to seize products defined as flavored under the new definition. https://tax.ri.gov/sites/g/files/xkgbur541/files/2024-08/Notice_2024_04_ENDS_flavor_ban.pdf
Effects of Federal and State Policy Actions on Sales of E-Cigarette Products in Rhode Island
Following Rhode Island’s e-cigarette flavor restriction, monthly total e-cigarette sales and monthly e-cigarette sales in flavors other than tobacco have significantly decreased. In June 2024, menthol e-cigarettes were exempted from Rhode Island’s policy and will be allowed for sale starting in January 2025. https://tax.ri.gov/sites/g/files/xkgbur541/files/2024-08/Notice_2024_04_ENDS_flavor_ban.pdf
Past Data Briefs
The data in this brief have been updated to capture new e-cigarette products coded by IRI.
Historical
sales estimates may differ from previous briefs.
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Aggregate Data for
Issue 12: April 2024
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Aggregate Data for
Issue 11: October 2023
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Aggregate Data for
Issue 10: July 2023
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Aggregate Data for
Issue 9: March 2023
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Aggregate Data for
Issue 8: December 2022
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Aggregate Data for
Issue 7: October 2022
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Aggregate Data for
Issue 6: March 2022
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Aggregate Data for
Issue 5: December 2021
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Aggregate Data for
Issue 4: September 2021
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Aggregate Data for
Issue 3: June 2021
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Aggregate Data for
Issue 2: March 2021
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Aggregate Data for
Issue 1: December 2020
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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.