47% Surge in Monthly E-Cigarette Sales despite Federal Ban on Flavored Vapes

According to a recent government study, monthly e-cigarette sales experienced a remarkable 47% increase during the initial two years of the pandemic, despite the implementation of a federal ban that removed numerous flavored vapes from the U.S. market. This data highlights the persistence and growth of e-cigarette consumption, suggesting that factors beyond the availability of flavored products may be driving the surge in sales.

Fatma Romeh Ali, a health economist at the CDC Foundation and the lead author of the study, stated that the notable increase in overall e-cigarette sales between 2020 and 2022 was primarily propelled by the sales of non-tobacco flavored e-cigarettes. Specifically, menthol emerged as the dominant flavor in the prefilled cartridge market, while fruit and candy flavors took the lead in the disposable e-cigarette market. This information sheds light on the significant role played by various flavored e-cigarette options in driving the surge in sales during the mentioned period.

Researchers from the U.S. Centers for Disease Control and Prevention discovered that sales of menthol-flavored electronic cigarettes remained consistent, while the sales of other flavored products, such as fruit, clove/spice, candy/sweets, and chocolate, experienced a notable increase from 29% to 41%. This finding underscores the growing popularity and demand for a wide range of flavored e-cigarette options, excluding menthol, during the studied period.

In a CDC news release, Robin Koval, CEO and president of the Truth Initiative, highlighted the tobacco industry’s awareness of the appeal and attraction that flavors hold for children, recognizing that young individuals are particularly susceptible to nicotine addiction. Koval expressed encouragement regarding the recent efforts by the FDA to address the unlawful marketing of flavored e-cigarettes. However, she emphasized the need for collective and intensified efforts to safeguard the youth of the nation from all forms of flavored e-cigarettes, including disposables. The statement underscores the urgency and shared responsibility in protecting young individuals from the potential harms associated with flavored e-cigarette products.

The lack of a significant drop in vaping rates following the ban implemented by the U.S. Food and Drug Administration (FDA) in early 2020 can be attributed to several factors. Firstly, the ban specifically targeted flavored cartridges and pods, omitting tanks and disposable flavored e-cigarette products from its scope. Consequently, the popularity of disposable flavored e-cigarettes surged after the ban, contributing to sustained vaping rates. Additionally, the ban did not include menthol vapes, which further limited its impact. These combined factors, including the availability of alternative flavored options and the exemption of menthol vapes, have prevented a substantial decline in vaping despite the FDA’s regulatory measures.

In a recent statement to HealthDay, Deborah Ossip, a professor in the department of public health sciences and Center for Community Health and Prevention at the University of Rochester Medical Center in New York, emphasized the need to address loopholes to effectively restrict the use of flavored products. Ossip highlighted the importance of combining comprehensive regulation enforcement with a robust public awareness campaign to clarify the reasons behind such restrictions. She noted the presence of confusing messaging surrounding the use of flavored products and e-cigarettes, emphasizing the necessity for clear communication to ensure informed decision-making and public understanding.

Ossip, the author of a survey published in November, discovered that the majority of adult vapers transitioned to using flavored products that were not covered by the ban or returned to smoking traditional cigarettes. The latest study, featured in the CDC’s Morbidity and Mortality Weekly Report on June 22, utilized retail sales data. However, the study did not incorporate data related to the age of purchasers or sales figures from tobacco specialty stores, including vape shops and online retailers. The researchers further noted a decline in sales of prefilled e-cigarettes from 75% to 48%, while sales of disposable e-cigarettes experienced an increase from 25% to 52%.

According to the CDC report, the five leading e-cigarette brands in the United States during December 2022 were Vuse, JUUL, Elf Bar, NJOY, and Breeze Smoke, in that order. Notably, Elf Bar, now known as EBDESIGN, has gained prominence as the top-selling disposable brand in the country. In a survey conducted in August 2022 among a sample of youth aged 16 to 19, Elf Bar was identified as the preferred disposable brand, further solidifying its market presence.

The CDC suggests that comprehensive strategies to reduce e-cigarette sales should encompass various measures. These include implementing restrictions on the sale of all flavored tobacco products, including e-cigarettes, menthol cigarettes, and flavored cigars. Additionally, the CDC recommends employing youth prevention strategies such as price increases and enacting comprehensive smoke-free policies that prohibit the indoor use of both e-cigarettes and traditional tobacco products. By combining these approaches, it is believed that efforts to curb e-cigarette sales and protect young individuals can be effectively bolstered.