A new report from the Truth Initiative reveals a rapidly evolving nicotine market that poses significant risks to youth. Released on January 6, 2026, the report, titled *Monitoring a Changing Tobacco Product Market in the United States*, underscores the aggressive marketing strategies employed by the tobacco industry to attract young consumers. Products such as high-tech “smart” vapes, flavored oral nicotine pouches, and potent disposable e-cigarettes dominate the landscape, with many appealing to youth through attractive flavors and lower prices.
The findings indicate that the tobacco industry continues to target young people, with approximately one-third of youth (32%) and young adults (33%) having used “smart” vapes equipped with screens, games, or Bluetooth connectivity in the past month. Popular brands such as Geek Bar and Raz showcase products that gamify nicotine consumption, enhancing their appeal to younger demographics.
Sales of nicotine pouches, which include brands like Zyn, Velo, and On!, have surged, with revenue nearly tripling from $145 million to $404 million between January 2023 and December 2024. This rapid growth marks nicotine pouches as the fastest expanding category among tobacco products in the United States.
The report highlights troubling trends in youth consumption. Nearly all young e-cigarette users (97.7% of ages 13–17 and 95.5% of ages 18–27) reported using flavored products in the past month. Flavors such as fruit, sweets, mint, and menthol accounted for 93.2% of disposable e-cigarette sales. Despite the overwhelming popularity of flavored options, only four disposable e-cigarette products have received authorization from the U.S. Food and Drug Administration (FDA).
The nicotine content within e-cigarettes has also increased significantly. From February 2020 to June 2024, the total amount of nicotine sold surged by 249%, a consequence of larger device sizes and higher concentrations. While overall youth e-cigarette use has seen a decline, those who do use them report higher frequencies of consumption. Nearly 40% of youth who vape use e-cigarettes on 20 or more days each month, and one in four users picks up their device more than 20 times a day.
The rise in co-use of multiple tobacco products is another concern. Approximately 45.5% of youth and 52.6% of young adults who vaped in the past month also reported using an additional tobacco product, which increases their exposure to nicotine and other harmful substances.
The report also raises alarms about the prevalence of illegal e-cigarettes within the market. Many flavored, high-nicotine products lack FDA authorization, and their availability continues to attract new users, particularly youth. The Truth Initiative emphasizes the urgent need for regulatory action to eliminate these illegal products and restrict the appeal of nicotine pouches and e-cigarettes.
Kathy Crosby, CEO and President of Truth Initiative, stated, “The retail landscape is evolving faster than regulation can.” She calls for increased enforcement from federal agencies and accountability for retailers selling unauthorized products. Without stronger oversight, young people will remain vulnerable to products designed to ensure long-term nicotine dependence.
Despite the need for robust federal regulation, the report highlights the importance of state and local initiatives aimed at enforcing sales restrictions and educating retailers. California’s statewide flavored tobacco sales restriction serves as a successful example, linked to a 37% reduction in total e-cigarette nicotine sold and a 10.6% decrease in cigarette packs sold. Nevertheless, only about 15% of Americans reside in areas with strong restrictions on flavored tobacco sales.
The recent cuts to U.S. tobacco prevention and cessation resources present a significant challenge at a critical juncture for public health. As the nicotine marketplace continues to evolve, the report emphasizes the necessity for coordinated national action and enhanced local efforts to build on successful state policies.
To combat rising levels of nicotine dependence, the report advocates for expanded access to free, evidence-based quitting support tailored for young people. As the new year begins, many individuals, particularly youth, seek to quit smoking or vaping. Crosby asserts, “Quitting has never been more urgent. Youth and young adults deserve tools that help them live free from nicotine addiction.”
The EX Program, developed by Truth Initiative in collaboration with Mayo Clinic, offers personalized guidance, coaching, and proven behavioral tools. This initiative can increase the likelihood of quitting by up to 40%, ensuring young people receive the support needed for healthier futures.
The report utilizes national retail sales data and analysis from the TEEN+ Study conducted by the CDC Foundation in partnership with Truth Initiative. It examines e-cigarette and oral nicotine pouch sales from January 2019 to December 2024, providing critical insights to inform public health policies aimed at preventing nicotine addiction among youth and young adults.
Truth Initiative is a nonprofit organization dedicated to eliminating lifelong nicotine addiction and promoting healthier lives across the nation. Through its evidence-based cessation programs and public education campaigns, it remains at the forefront of the fight against youth and young adult tobacco use. For more information, visit truthinitiative.org.
