New Data Highlight Role of Flavors in Driving E-Cigarette Use among Youth and Young Adults
Statement of Yolonda C. Richardson, President and CEO, Campaign for Tobacco-Free Kids
WASHINGTON, D.C. – New data published today by the CDC Foundation underscore that flavors, including fruit, are a major driver of e-cigarette use among youth and young adults. These latest data demonstrate why it would be a serious mistake for the FDA to authorize more flavored e-cigarettes.
Based on a nationally representative survey of 1,984 youth (13-17 years) and 7,690 young adults (18-28 years), fielded form August-December 2025, the data demonstrate the critical role flavors play in initiation and use of e-cigarettes among young people. Key findings include:
Nearly all (92.5%) youth and young adults who have ever used e-cigarettes started with a flavored product (a product with a flavor other than tobacco). Fruit was the most commonly reported first flavor used (59.8% of youth and 48.2% of young adults).
Nearly all (94.6%) youth and young adults who report using an e-cigarette in the past 30 days indicate they have used flavored e-cigarettes during that period (96.3% of youth and 94.2% of young adults).
The most common e-cigarette flavors currently used by youth and young adults are fruit, candy/dessert/sweets (including chocolate), mint and menthol.
These data provide fresh evidence to support the FDA’s longstanding position that flavored e-cigarettes pose a substantial risk to young people, including promoting initiation and continued use of e-cigarettes. The FDA must not lower the evidentiary standard e-cigarette manufacturers must meet to gain authorization for flavored products – a standard that has been unanimously upheld by the U.S. Supreme Court.
It is also critical that the FDA, U.S. Customs and Border Protection, the U.S. Department of Justice and other relevant agencies step up enforcement against the many illegal, unauthorized products on the market, most of which are sold in kid-friendly flavors. To date, the FDA has authorized the sale of only 41 e-cigarette products, and research indicates that nearly 70% of e-cigarette sales involve unauthorized products.
While the U.S. has made significant progress in reducing youth e-cigarette use, over 1.4 million middle and high school students still use e-cigarettes. We cannot let up in efforts to protect young people from e-cigarette use. These products contain nicotine, which is highly addictive, can prime the brain for addiction to other drugs, and can harm the developing brain – which continues to develop into young adulthood.
