A recent study by the CDC has unveiled significant shifts in the landscape of e-cigarette sales in the U.S. market, shedding light on changing trends, flavors, and market dynamics. The study, released today, highlights a notable surge in overall electronic cigarette monthly unit sales over the study period, which spanned from January 2020 to December 2022. The findings reveal a 46.6% increase in sales, with unit numbers rising from 15.5 million to 22.7 million over this timeframe.
One of the most striking revelations from the study is the remarkable growth in the number of e-cigarette brands. During the study period, the number of brands witnessed a 46.2% surge, escalating from 184 brands to 269. These findings underscore the rapidly evolving and competitive nature of the electronic cigarette market.
Changes in Electronic Cigarette Sales (January 2020 – December 2022)
| Year | Monthly Unit Sales (Millions) | Number of Brands |
|---|---|---|
| 2020 | 15.5 | 184 |
| 2022 | 22.7 | 269 |
| Change | +46.6% | +46.2% |
Shifts in Types and Flavors
The study’s analysis of device types indicates an interesting shift in consumer preferences. The share of prefilled e-cigarettes experienced a decline from 75.2% to 48.0%, while disposable e-cigarettes saw their share rise from 24.7% to 51.8%, likely attributable to the Food and Drug Administration’s (FDA) January 2020 announcement prioritizing enforcement against prefilled cartridges with flavors other than tobacco and menthol.
Flavor preferences among electronic cigarette users have also undergone notable changes. The study reveals that menthol-flavored e-cigarette sales remained stable. Meanwhile, the unit shares of tobacco-flavored and mint-flavored products witnessed decreases from 28.4% to 20.1% and 10.1% to 5.9%, respectively. Notably, shares of other flavor sales, encompassing fruit, clove/spice, candy/sweets, and chocolate, surged from 29.2% to 41.3%. These findings highlight a pronounced shift towards the same flavors that are increasingly under the spotlight of regulators.
Table 2: Electronic Cigarette Sales by Device Type and Flavor Preference
| Parameter | January 2020 | December 2022 |
|---|---|---|
| Sales of Prefilled E-Cigarettes | 75.2% | 48.0% |
| Sales of Disposable E-Cigarettes | 24.7% | 51.8% |
| Sales of Menthol-Flavored | Stable | Stable |
| Sales of Tobacco-Flavored | 28.4% | 20.1% |
| Sales of Mint-Flavored | 10.1% | 5.9% |
| Sales of Other Flavors | 29.2% | 41.3% |
Concerns over flavors increases
The study’s observations on the rise of youth-appealing flavors such as fruit, candy, and desserts have raised concerns among public health advocates. The increase in sales of these flavors is seen as potentially attracting younger individuals to electronic cigarette use. The report indicates that these flavors are particularly popular among U.S. middle and high school students.
Among others, Robin Koval, CEO and President of Truth Initiative, points out that the tobacco industry is well aware of the allure that flavors hold for young consumers, further stressing his concerns towards flavored e-cigarettes, including disposables.
Top-Selling e-cigarette Brands
The study also revealed the top-selling electronic cigarette brands during December 2022. The five leading brands were Vuse, JUUL, Elf Bar, NJOY, and Breeze Smoke. Elf Bar, which has rebranded as EBDESIGN, emerged as the top-selling disposable brand in the United States. This brand was also identified as the top disposable brand among a sample of youth (aged 16–19) in the United States in August 2022. The brand is coming under scrutinity as it was further associated with driving significant increases in e-cigarette use among youth (aged 16-19) in England too.
