E-cigarette Unit Sales by Product and Flavor Type, and Top-Selling Brands, United States, 2020-2022

Abstract

E-cigarette products, related policies, and use patterns change rapidly. In the United States, the prevalence of e-cigarette use is markedly higher among youths and young adults than it is among adults overall. In 2021, 4.5% of all adults aged ≥18 years (an estimated 11.1 million) and 11.0% of young adults aged 18-24 years (an estimated 3.1 million) currently (≥1 day during the previous 30 days) used e-cigarettes; during 2022, 14.1% of high school students (an estimated 2.14 million) currently used e-cigarettes (1,2). E-cigarettes often contain high concentrations of nicotine. Nicotine is highly addictive and can harm the adolescent brain, which continues to develop through approximately age 25 years (3). Since 2020, the availability of e-cigarette products has changed in response to multiple factors, including local and state policies to address flavored e-cigarette sales, actions undertaken by the Food and Drug Administration (FDA), COVID-19-related closures, and global supply chain disruptions. To assess trends in unit sales of e-cigarettes in the United States, by product and flavor, and top-selling brands, the CDC Foundation, Truth Initiative,* and CDC analyzed retail scanner data during January 26, 2020-December 25, 2022, from Information Resources, Inc. (IRI), a U.S. data analytics and market research company. Overall, unit sales increased by 46.6% during the study period. The unit share of menthol-flavored product sales remained relatively stable during this period, whereas nonmenthol flavor unit shares changed. During January 26, 2020-December 25, 2022, unit shares of tobacco-flavored and mint-flavored products decreased (from 28.4% to 20.1% and from 10.1% to 5.9%, respectively), whereas shares of other flavor sales increased (from 29.2% to 41.3%). In addition, during January 2020-December 2022, unit shares of prefilled cartridges decreased from 75.2% to 48.0%, and disposable e-cigarette unit share increased from 24.7% to 51.8% of total unit sales. The five top-selling e-cigarette brands for the 4-week period ending December 25, 2022, were Vuse, JUUL, Elf Bar, NJOY, and Breeze Smoke. Analysis of information on e-cigarette retail sales can guide strategies to prevent youth access to and use of e-cigarettes, including restrictions on flavored tobacco products (4).

FIGURE 1

Total e-cigarette unit sales, by flavor — United States, January 26, 2020–December 25, 2022 * Retail sales data obtained from Information Resources, Inc. for convenience stores, gas stations, grocery stores, drug stores or pharmacies, mass merchandiser outlets, club stores, dollar stores, and military sales; Internet and vape shop sales were not recorded. ^† The “All other flavors” category includes fruit, clove or spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy, desserts, other sweets, or some other flavor. Unknown flavors were excluded from this figure (<0.1%).

FIGURE 2

Prefilled cartridge e-cigarette unit sales, by flavor — United States, January 26, 2020–December 25, 2022 * Prefilled cartridges include tanks, cartridges, and pods used in rechargeable and reusable e-cigarette devices; the cartridges are not intended to be refilled after the liquid has been depleted. Unit sales were standardized to reflect the most common package size for each product type; a standardized unit was equal to five prefilled cartridges. ^† Retail sales data obtained from Information Resources, Inc. for convenience stores, gas stations, grocery stores, drug stores or pharmacies, mass merchandiser outlets, club stores, dollar stores, and military sales; Internet and vape shop sales were not recorded. ^§ The “All other flavors” category includes fruit, clove or spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy, desserts, other sweets, or some other flavor.

FIGURE 3

Disposable e-cigarette unit sales, by flavor — United States, January 26, 2020–December 25, 2022 * Disposable devices include nonrechargeable and nonreusable e-cigarette devices that are not intended to be refilled with e-liquid after being depleted; the device is disposed of once the e-liquid has been consumed. Unit sales were standardized to reflect the most common package size for each product type; a standardized unit was equal to one disposable device. ^† Retail sales data obtained from Information Resources, Inc. for convenience stores, gas stations, grocery stores, drug stores or pharmacies, mass merchandiser outlets, club stores, dollar stores, and military sales; Internet and vape shop sales not captured. ^§ The “All other flavors” category includes fruit, clove or spice, chocolate, alcoholic drink (such as wine, cognac, or other cocktails), candy, desserts, other sweets, or some other flavor.