A recent report from the Truth Initiative highlights a rapidly evolving nicotine market in the United States, which poses significant risks to youth. With innovative products like “smart” vapes, flavored nicotine pouches, and potent disposable e-cigarettes gaining popularity, the need for enhanced tobacco prevention funding and policy enforcement has become increasingly urgent.
Released on January 6, 2026, the report, titled Monitoring a Changing Tobacco Product Market in the United States, reveals that the tobacco industry is targeting young consumers by introducing products that are not only appealing but also potentially addictive. These products often feature enticing flavors and accessible pricing, contributing to rising usage rates among young people.
Key Findings on Youth Nicotine Use
The report indicates that approximately one-third of both youth (32%) and young adults (33%) have used “smart” vapes—devices equipped with screens, games, or Bluetooth capabilities—within the past month. Brands like Geek Bar and Raz are leading the market by offering these high-tech options, which gamify the vaping experience.
Additionally, the category of oral nicotine pouches, such as Zyn and Velo, has shown remarkable growth, with sales nearly tripling from $145 million to $404 million between January 2023 and December 2024. The data also reveals that nearly all pouch products are flavored, further driving youth engagement with these products.
Flavors continue to play a significant role in youth nicotine consumption, with nearly all young e-cigarette users (97.7% of ages 13-17 and 95.5% of ages 18-27) reporting the use of flavored e-cigarettes in the past month. Flavors such as fruit, sweets, and menthol accounted for an impressive 93.2% of disposable e-cigarette sales.
Concerning Trends in Dependence and Co-use
Despite a general decline in youth e-cigarette usage in recent years, those who do vape are using these products more frequently. Nearly 40% of youth who vape report using e-cigarettes on 20 or more days each month, with one in four using their devices more than 20 times a day. Among young adults, over half reported similar usage patterns.
Furthermore, the report highlights a troubling trend: co-use of multiple tobacco or nicotine products is on the rise. Nearly half of youth (45.5%) and more than half of young adults (52.6%) who used e-cigarettes in the past month also reported using at least one additional tobacco product, such as cigarettes or cigars. This co-use increases the risk of exposure to higher nicotine levels and other harmful substances.
Alarming data from the report also indicates that the majority of e-cigarettes currently on the market lack authorization from the U.S. Food and Drug Administration (FDA). The availability of these illegal, flavored, high-nicotine products poses a serious risk to young people, potentially leading to long-term nicotine addiction.
Call for Urgent Action and Regulation
According to Kathy Crosby, CEO and President of the Truth Initiative, “The retail landscape is evolving faster than regulation can.” She emphasized the need for stronger enforcement against illegally sold products and accountability for retailers who sell unauthorized items. Without enhanced oversight, young people will continue to be exposed to products specifically designed to keep them addicted.
The report also underscores the importance of state and local efforts to enforce sales restrictions and educate retailers about the risks of nicotine addiction among youth. It cites California’s statewide flavored tobacco sales restriction, which has been linked to a 37% reduction in total milligrams of e-cigarette nicotine sold.
Despite these efforts, only about 15% of Americans currently reside in areas with strong restrictions on flavored tobacco sales, further complicating the challenge of protecting young consumers.
Need for Expanded Support and Resources
The findings underscore an urgent need for free, accessible quitting support tailored specifically for young individuals. As many young people resolve to quit smoking or vaping at the beginning of the year, the data serve as a reminder of the challenges they face in a nicotine marketplace designed to attract them.
The EX Program, developed by the Truth Initiative in collaboration with Mayo Clinic, offers personalized guidance, coaching, and behavioral tools that can significantly increase the odds of quitting. Research has shown that participants in the EX Program can improve their chances of quitting by up to 40%.
As the nicotine market continues to evolve, it is crucial for public health policies to adapt accordingly. The Truth Initiative’s report serves as a clarion call for coordinated national action to prevent nicotine addiction among youth, ensuring a healthier future for the next generation.
For more information about the Truth Initiative and its programs, visit truthinitiative.org.
