A recent report from the Truth Initiative highlights a concerning trend in the United States regarding the tobacco market’s aggressive targeting of youth. Released on January 6, 2026, the report, titled “Monitoring a Changing Tobacco Product Market in the United States,” reveals that the industry is rapidly adapting by introducing a range of high-tech products, including “smart” vapes and flavored nicotine pouches. These innovations are increasingly popular among young people, raising alarms about their health and potential for addiction.
The report indicates that nearly one-third of both youth (32%) and young adults (33%) have recently used “smart” vapes equipped with features such as screens, games, and Bluetooth connectivity. Brands like Geek Bar and Raz are leading this market segment, appealing to younger consumers with gamified nicotine experiences and a variety of attractive flavors. This surge in “smart” products underscores the need for enhanced tobacco prevention funding and policy enforcement.
In addition to the rise of high-tech vaping devices, the report notes significant growth in the sales of nicotine pouches. Sales of these products, which include brands like Zyn, Velo, and On!, have nearly tripled from $145 million in January 2023 to $404 million by December 2024. Almost all nicotine pouches are flavored, further driving their appeal among youth.
Flavored e-cigarettes remain the primary choice for young users, with a staggering 97.7% of youth aged 13 to 17 reporting use of flavored products in the past month. These products make up a significant portion of the market, with flavored disposable e-cigarettes accounting for 93% of sales by the end of 2024. Despite their popularity, only four disposable e-cigarette products have received authorization from the U.S. Food and Drug Administration (FDA).
The report also raises alarm about signs of nicotine dependence among young users. Although overall youth e-cigarette use has declined, those who continue to vape are doing so more frequently. Nearly 40% of young vapers report using e-cigarettes on 20 or more days each month. Additionally, over half of young adults who vape confirm similar habits, indicating a troubling trend towards increased nicotine consumption.
Co-use of multiple tobacco products is also becoming more common. The report states that nearly half of youth (45.5%) and over half of young adults (52.6%) who used e-cigarettes in the past month also reported using other tobacco products, such as cigarettes or cigars. This co-use increases the risk of exposure to higher levels of nicotine and other harmful substances.
The proliferation of unauthorized e-cigarettes on the market poses significant risks to youth. With many flavored, high-nicotine products lacking FDA approval, urgent action is required to remove these illegal items from the marketplace. Kathy Crosby, CEO and President of the Truth Initiative, emphasized the need for stronger regulation and enforcement. “The retail landscape is evolving faster than regulation can,” she stated, urging federal agencies to enhance enforcement efforts and hold retailers accountable for selling unauthorized products.
In light of these findings, the report advocates for continued federal regulation to eliminate illegal nicotine products, as well as state and local initiatives to enforce sales restrictions. It highlights California’s recent statewide flavored tobacco sales restriction, which resulted in a 37% reduction in total milligrams of e-cigarette nicotine sold, alongside a 10.6% decrease in cigarette pack sales. Yet, only about 15% of Americans currently reside in areas with robust restrictions on flavored tobacco sales.
The recent cuts to U.S. tobacco prevention and cessation funding represent a significant challenge at a critical time for public health. Coupled with the alarming data from this report, these funding reductions underscore the urgent need for coordinated national action and enhanced local efforts to strengthen enforcement and learn from successful state policies.
To address the high levels of nicotine dependence among youth, the report emphasizes the necessity for accessible quitting resources tailored specifically for young people. As many individuals set New Year resolutions to quit smoking or vaping, the findings serve as a reminder of the ongoing challenges young people face in a nicotine marketplace that aggressively targets them.
The EX Program, developed by the Truth Initiative in collaboration with Mayo Clinic, offers personalized support, coaching, and behavioral tools designed to increase the likelihood of quitting by up to 40%. This program aims to provide young people with the resources they need to break free from nicotine addiction and build healthier futures.
The report “Monitoring a Changing Tobacco Product Market in the United States” utilizes national retail sales data and survey data from the TEEN+ Study, conducted in partnership with the CDC Foundation. It examines e-cigarette and nicotine pouch sales from January 2019 to December 2024, assessing the impact of state-level flavored tobacco restrictions.
The Truth Initiative is a national nonprofit organization dedicated to preventing youth and young adult nicotine addiction while promoting quitting efforts. Through evidence-based interventions and public education campaigns, the organization strives to foster a future free from nicotine dependence.
