Youth Tobacco Apply Declines, But Fresh Concerns Emerge

A significant decline in youth e-cigarette use was reported in 2024, according to new data released by the U.S. Food and Drug Administration (FDA) and the Centers for Disease Control and Prevention (CDC). However, public health officials caution that tobacco use among youth remains unsafe and are closely monitoring the rising popularity of nicotine pouches.

Significant Drop in E-Cigarette Use

The 2024 National Youth Tobacco Survey (NYTS) revealed that approximately 1.63 million middle and high school students reported current (past 30 days) e-cigarette use, a decrease from 2.13 million in 2023 FDA. This decline is largely attributed to reduced e-cigarette use among high school students, with no significant change observed among middle schoolers.

The number of youth using e-cigarettes in 2024 is now about one-third of what it was at its peak in 2019, when over five million youth reported current use FDA.

Nicotine Pouch Use on the Rise

While e-cigarette use is declining, nicotine pouch use among youth remains a concern. The NYTS data showed no statistically significant change in current nicotine pouch use from 2023 to 2024 (1.5% vs. 1.8%) FDA. Nearly half a million middle and high school students reported current nicotine pouch use.

The most popular nicotine pouch brand among youth is Zyn, with 68.7% market share, followed by on! (14.2%), Rogue (13.6%), Velo (10.7%), and Juice Head ZTN (9.8%) FDA.

Flavor Preferences and Product Types

Flavor remains a key driver of youth tobacco product use. Among youth who currently use e-cigarettes, 87.6% reported using flavored products, with fruit (62.8%), candy (33.3%), and mint (25.1%) being the most popular flavors FDA. Similarly, 85.6% of current nicotine pouch users favored flavored products, particularly mint (53.3%), fruit (22.4%), and menthol (19.3%) FDA.

Disposable e-cigarette products are the most common type used by youth, but brands like Elf Bar, Breeze, Mr. Fog, Vuse, and JUUL remain popular FDA.

FDA Enforcement and Ongoing Concerns

The FDA has taken enforcement actions against unauthorized products, particularly Elf Bar, issuing over 1,000 warning letters and 240 civil money penalties to retailers. Import alerts have also been issued, placing Elf Bar products on a “red list” for detention FDA. Use of Elf Bar among youth has decreased from 56.7% in 2023 to 36.1% in 2024 as a result.

“While it’s encouraging to see these numbers currently remaining relatively low, the bottom line is that we are concerned about any youth appealing tobacco product,” said Brian King, Ph.D., M.P.H., director of the FDA’s Center for Tobacco Products FDA.

Continued Vigilance and Resources

The CDC and FDA emphasize that any form of tobacco product use is unsafe for youth and remain committed to reducing youth tobacco use. Resources are available for educators and parents, including the FDA’s Vaping Prevention and Education Resource Center and “The Real Cost” Youth E-Cigarette Prevention campaign FDA. The CDC also offers resources through its “Empower Vape-Free Youth” campaign FDA.