New Report Shows Kid-Friendly Flavors Drove Surge in E-Cigarette Sales, But State Restrictions Work to Reduce Sales and Protect Kids

WASHINGTON, D.C. – A new report issued today by the CDC Foundation and Truth Initiative shows that e-cigarette sales at U.S. retail stores increased by 47% from 2019 to 2023, with kid-friendly flavored products accounting for more than 80% of e-cigarette sales in 2023. Almost all of these flavored products lack FDA authorization and are on the market illegally.

In more positive news, the report finds that states with comprehensive statewide policies prohibiting the sale of flavored e-cigarettes have seen dramatic decreases in sales. In Massachusetts, which has the most comprehensive prohibition on flavored tobacco sales, overall e-cigarette sales at brick-and-mortar retailers declined by 86% and flavored e-cigarette sales fell by 98% in just four years. Massachusetts’ law also led to decreases in youth access to and use of flavored e-cigarettes. California and New York, which also prohibit flavored e-cigarette sales, have also seen large declines in sales. These results show that state and local efforts to restrict the sale of flavored e-cigarettes (and other flavored tobacco products) can have a dramatic impact when effectively enforced.

These findings underscore the need for urgent action at all levels of government to eliminate the flavored e-cigarettes that have driven a youth addiction crisis. While there has been significant progress in reducing youth e-cigarette use, more than 1.6 million kids still use e-cigarettes, and nearly 90% of them report using flavored products.

At the federal level, the FDA, the U.S. Department of Justice and other relevant agencies must act to clear the market of all illegal e-cigarettes, most of which are flavored. To date, the FDA has authorized the sale of only 34 e-cigarette products. Recent research by Truth Initiative found that these 34 products represent just 13.7% of e-cigarette sales at retail outlets, so more than 86% of e-cigarette sales are for illegal products. The FDA and other agencies in recent months have stepped up enforcement efforts, including seizing illegal e-cigarettes being shipped into the U.S. They must continue to ramp up these efforts and finish the job.

Today’s report also shines the spotlight on an industry that is relentless in targeting and addicting kids. E-cigarette makers continue to introduce illegal products with enticing flavors, super-sized levels of nicotine and even built-in video games. The average nicotine strength of disposable e-cigarettes nearly tripled from 2017 to 2022 and some products contain as much nicotine as several cartons of cigarettes, putting kids at risk of rapid and severe addiction. Policymakers at all levels must stand up to this industry and act to protect our kids.