Youth E-Cigarette Use Drops to Decade Low, but Nicotine Addiction Risks Persist
Event summary
- Youth e-cigarette use has declined to its lowest level in nearly a decade, with 5.2% of middle and high school students reporting current use.
- 27.5% of youth e-cigarette users report daily use, while 41.2% used the product at least 20 days in the last month.
- Oral nicotine pouches like Zyn, VELO, and On! have seen sales nearly quadruple from $146 million to $539.5 million between January 2023 and December 2025.
- Truth Initiative's EX Program has helped over one million young people ages 13 to 24 quit nicotine.
The big picture
The decline in youth e-cigarette use highlights the impact of sustained prevention efforts, but the evolving nicotine marketplace presents new challenges. The rapid growth of oral nicotine pouches and the introduction of 'smart vapes' underscore the need for continued vigilance and stronger regulatory action to protect young people from addiction. Truth Initiative's role in providing cessation support remains critical as the landscape shifts.
What we're watching
- Regulatory Enforcement
- Whether the FDA and states will strengthen efforts to remove illegal, youth-appealing nicotine products from the market.
- Product Innovation
- The pace at which new 'smart vapes' and other digital-enabled nicotine products will emerge and their impact on youth addiction rates.
- Cessation Support
- How the accessibility and effectiveness of programs like Truth Initiative's EX Program will evolve to meet the needs of young people struggling with nicotine addiction.