A recent report from the Truth Initiative highlights a troubling trend in the nicotine market, revealing that new products designed to attract youth are outpacing existing regulations. The report, titled “Monitoring a Changing Tobacco Product Market in the United States,” was released on January 6, 2026, and emphasizes the urgent need for enhanced tobacco prevention funding, cessation support, and stricter policy enforcement.
The report indicates that the tobacco industry has increasingly targeted young consumers with high-tech “smart” vapes, flavored nicotine pouches, and potent disposable e-cigarettes. These products often feature appealing fruity flavors and are sold at low prices, contributing to alarming rates of youth consumption and potential dependence.
Key Findings on Youth Usage Trends
According to the data, approximately one-third of youth (32%) and young adults (33%) reported using “smart” vapes—devices equipped with screens, games, or Bluetooth connectivity—in the past month. Popular brands like Geek Bar and Raz are among the top-selling products, showcasing how the industry is gamifying nicotine consumption to attract younger audiences.
The report reveals that oral nicotine pouches, such as Zyn and Velo, are the fastest-growing segment in the tobacco market. Sales of these pouches nearly tripled from $145 million in January 2023 to $404 million by December 2024, with nearly all products available in various flavors.
Flavored products continue to drive usage among young people, with an overwhelming majority of current e-cigarette users—97.7% of youth aged 13–17 and 95.5% of young adults aged 18–27—reporting they used flavored e-cigarettes in the past 30 days. Flavors such as fruit, sweets, and mint accounted for 93.2% of disposable e-cigarette sales. Despite their popularity, only four disposable e-cigarette products have received authorization from the U.S. Food and Drug Administration (FDA).
Concerning Signs of Nicotine Dependence
The report also uncovers worrying signs of nicotine dependence among youth. Although overall e-cigarette usage has declined, those who do vape are doing so more frequently. Nearly 40% of youth vapers reported using e-cigarettes on 20 or more days each month, with one in four accessing their device more than 20 times daily.
Co-use of multiple tobacco products is on the rise, with 45.5% of youth and 52.6% of young adults who recently used e-cigarettes also using at least one additional tobacco product, such as cigarettes or cigars. This co-use can lead to increased exposure to higher nicotine levels and harmful substances.
The majority of e-cigarettes currently on the market are illegal and lack FDA authorization. The proliferation of flavored, high-nicotine products poses a significant risk of addiction among young users. The report calls for urgent action to remove illegal products from stores and to reduce the appeal and availability of e-cigarettes and nicotine pouches.
Kathy Crosby, CEO and President of the Truth Initiative, stated, “The retail landscape is evolving faster than regulation can. Illegally sold, flavored disposable e-cigarettes, smart vapes, and oral nicotine pouches are putting young people at risk of a lifetime of nicotine addiction.” She urged federal agencies to increase enforcement and hold retailers accountable for selling unauthorized products.
The report also emphasizes the importance of state and local efforts in enforcing sales restrictions and educating retailers about the risks posed to youth. California’s statewide flavored tobacco sales restriction is highlighted as a successful case, 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 currently reside in areas with strong flavored tobacco sales restrictions.
Recent cuts to U.S. tobacco prevention and cessation programs add to the challenges facing public health officials at this critical moment. The Truth Initiative report underscores the need for coordinated national action and expanded local efforts to enhance regulation and learn from state-level policies.
Expanding Quit Resources for Young People
The data illustrates a pressing need for accessible quitting support tailored to young individuals, particularly as many resolve to quit smoking or vaping in the new year. “Quitting has never been more urgent,” Crosby noted. “Youth and young adults deserve tools that help them live free from nicotine addiction.”
The EX Program, developed by the Truth Initiative in collaboration with Mayo Clinic, offers personalized guidance, coaching, text messaging, and behavioral tools to enhance the chances of quitting by up to 40%. This program aims to provide young people with the necessary support to build healthier futures.
The findings in the report, which utilizes national retail sales data and survey data from the TEEN+ Study analyzed by the CDC Foundation, aim to inform public health policies designed to prevent nicotine addiction among youth and young adults.
The Truth Initiative remains dedicated to fostering healthier lives and a nation free from lifelong addiction, leading the fight against youth tobacco use through its evidence-based programs and public education campaigns. For more information, visit truthinitiative.org.
