E-cigarettes

• During the six-month period ending March 22, 2026, 6,957 e‑cigarette products were sold in the United States; 94.1% (6,548 products) were disposable e‑cigarettes.
• From February 2020 to March 2026, total monthly e‑cigarette unit sales increased 18.3%, from 15.5 million to 18.3 million units.

Disposable products

• Monthly disposable e‑cigarette sales increased 163.1% between February 2020 and March 2026, rising from 4.0 million to 10.6 million units.
• Over the same period, disposables grew from 25.9% to 57.7% of all e‑cigarette unit sales.
• Among disposable e‑cigarettes, 91.6% of unit sales were non‑tobacco flavored.

Flavored products

• By March 22, 2026, non‑tobacco flavors accounted for 79.4% of total e‑cigarette unit sales.
• Monthly sales of non‑tobacco‑flavored e‑cigarettes increased 31.2% from February 2020 to March 2026, from 11.1 million to 14.6 million units.
• In states without statewide flavor policies, the market share of products in the "All Other Flavors" category is larger. Flavors in this category, including fruit, energy drinks, candy, etc., are among the most popular with youth and young adults.
• Some states with statewide e-cigarette flavor restrictions observe increases in sales of “clear/other cooling” flavors, which are marketed as unflavored but likely contain non-menthol synthetic cooling agents. Some states with statewide e-cigarette flavor restrictions observe increases in sales of “clear/other cooling” flavors, which are marketed as unflavored but likely contain non-menthol synthetic cooling agents.

Brands

• From January 25 to March 22, 2026, the top five brands accounted for 72.0% of total dollar sales; the top 10 brands accounted for 79.9%.
• Leading brands during this period included Vuse, JUUL, Geek Bar Pulse, Breeze Smoke, and Foger Switch Pro.

The latest sales data briefs are available on TobaccoMonitoring.org at the links below.

• National E-cigarette Data Brief (issue 33)
• State E-cigarette Data Brief (issue 18)
• Past Retail Sales Data Briefs