Increase in the sales and usage of flavored e-cigarettes among young people

Efforts aimed at curbing the popularity of e-cigarette flavors among teenagers may have been ineffective as new brands continue to enter the market, according to a recent report.

An analysis of data conducted by the Centers for Disease Control and Prevention (CDC), the CDC Foundation, and the Truth Initiative reveals that fruity, candy, spice, and dessert-flavored e-cigarettes, which have long been favored by underage smokers, have experienced a significant increase in availability in recent years.

In December 2022, flavored e-cigarettes accounted for 41.3% of e-cigarette unit sales in retail stores across the United States, up from 29.2% in January 2020. Overall e-cigarette sales during this period witnessed a notable 47% boost.

This surge in sales occurred despite a federal crackdown that imposed stricter regulations on the flavors and marketing of tobacco products.

“The sharp rise in youth e-cigarette use observed in 2017 and 2018, largely driven by JUUL, highlighted how rapidly e-cigarette sales and consumption patterns can change,” stated Deirdre Lawrence Kittner, director of the CDC’s Office on Smoking and Health. “Real-time retail sales data play a crucial role in monitoring the ever-evolving e-cigarette industry and are essential in reducing tobacco use among young individuals.”

Fueled by concerns over flavored e-cigarettes catering to children, the FDA declared in January 2020 that the sales of pre-filled pods containing sweet and fruit flavors would be prohibited. Consequently, renowned brands such as Juul and Vuse suffered significant setbacks.

Between January 2020 and December 2022, the market shares of pre-filled cartridges dropped from 75.2% to 48.0%.

However, the restrictions on flavors did not apply to disposable e-cigarettes, which constituted only 15% of e-cigarette unit sales in retail stores by the end of 2019, as suggested by the data. Between January 2022 and December 2022, the market shares of disposable e-cigarettes skyrocketed from 24.7% to 51.8% of total unit sales.

Disposable e-cigarettes now dominate over half of the U.S. e-cigarette market.

According to the CDC, nicotine is highly addictive and can impair the development of the adolescent brain until approximately the age of 25. Furthermore, the agency discovered that popular brands of disposable e-cigarettes on the market, such as Puff Bar, Elf Bar, and Breeze Smoke, lack FDA approval and are therefore illegal. The FDA has only authorized one brand of disposable e-cigarettes, NJOY Daily, which offers two tobacco flavors.

Last year, Elf Bar and Breeze Smoke were removed from the U.S. market as per the FDA’s orders, according to the CDC report.

“The tobacco industry is well aware that flavors attract and entice children, and that young individuals are particularly susceptible to nicotine addiction,” commented Robin Koval, CEO and president of the Truth Initiative. “While we appreciate the FDA’s recent efforts to combat the unlawful marketing of flavored e-cigarettes, it is crucial for all of us to work with even greater urgency to protect the younger generation from all types of flavored e-cigarettes, including disposables.”