Data from a new report by the Truth Initiative reveals that the U.S. nicotine market is evolving rapidly, outpacing regulatory efforts and posing significant risks to youth. The report, titled Monitoring a Changing Tobacco Product Market in the United States, highlights the alarming rise in the use of high-tech “smart” vapes, flavored oral nicotine pouches, and potent disposable e-cigarettes. These products, which are often marketed to appeal to younger consumers, contain higher levels of nicotine and are available in a diverse array of enticing flavors.
The report indicates that nearly one-third of youth aged 13 to 17 and young adults aged 18 to 27 reported using “smart” vapes in the past month. These devices, which feature screens and gaming capabilities, are designed to attract a younger demographic, with brands like Geek Bar and Raz leading in sales. This trend raises concerns, particularly as flavored products remain a significant driver of youth usage, with 97.7% of young e-cigarette users opting for flavored varieties.
Rising Dependence and Regulatory Challenges
The increasing popularity of oral nicotine pouches, such as Zyn, is notable, with sales surging from $145 million to $404 million between January 2023 and December 2024. These pouches, which are predominantly flavored, represent the fastest-growing category in the nicotine market. The report underscores that the majority of e-cigarette users are consuming flavored products, further complicating efforts to curb nicotine addiction among youth.
Despite recent declines in overall youth e-cigarette usage, those who continue to vape are doing so more frequently. Approximately 40% of youth vapers report using e-cigarettes on 20 or more days each month, with many expressing a strong desire to use their devices shortly after waking. Co-use of multiple tobacco products is also on the rise, with nearly half of youth and more than half of young adults who vape also using additional tobacco items, leading to increased exposure to nicotine and other harmful substances.
The report highlights a troubling trend: a significant portion of e-cigarettes on the market are illegal and lack the necessary authorization from the U.S. Food and Drug Administration (FDA). The rise of high-nicotine, flavored products threatens to entrap new users and deepen addiction among those already using these devices.
Call for Increased Regulation and Support
Kathy Crosby, CEO and President of Truth Initiative, emphasized the urgent need for regulatory action. “The retail landscape is evolving faster than regulation can,” she stated. “Illegally sold, flavored disposable e-cigarettes, smart vapes, and oral nicotine pouches are putting young people at risk of a lifetime of nicotine addiction.” Crosby called for stronger enforcement measures to hold retailers accountable for selling unauthorized products and to protect youth from these enticing but dangerous options.
The report also notes the importance of state-level initiatives, such as California’s flavored tobacco sales restriction, which has been associated with a 37% reduction in e-cigarette nicotine sales. Yet, only about 15% of Americans currently reside in areas with robust restrictions on flavored tobacco sales. Recent funding cuts to U.S. tobacco prevention and cessation programs further complicate efforts to combat nicotine addiction at a crucial time for public health.
As the new year begins, the report underscores the necessity for accessible, evidence-based cessation resources tailored to young people. With many individuals looking to quit smoking or vaping, the Truth Initiative’s EX Program, developed in collaboration with Mayo Clinic, offers personalized support to enhance the chances of successfully quitting.
The findings presented in this report serve as a stark reminder of the challenges posed by an evolving market and the urgent need for coordinated national action to protect young people from nicotine addiction. The Truth Initiative remains committed to fostering a future free from tobacco dependence and empowering individuals to live healthier lives.
