Youth Vaping Declines: E-Cigarette Use Drops by 500,000 in 2024 – CDC & FDA Data

Youth e-cigarette use in the United States has fallen to its lowest point in a decade, according to latest data released today by the Food and Drug Administration (FDA) and the Centers for Disease Control and Prevention (CDC). The 2024 National Youth Tobacco Survey (NYTS) shows a significant decline, with approximately half a million fewer middle and high school students reporting current e-cigarette use compared to 2023. This represents a substantial shift in youth tobacco trends, offering a moment of cautious optimism for public health officials.

A Significant Drop in E-Cigarette Use

The NYTS, an annual survey of U.S. Students in grades 6-12, revealed that 5.9% of high school students – roughly 1.63 million youth – reported current e-cigarette use in 2024. This is down from 7.7% (2.13 million) in 2023. The decline is primarily driven by a reduction in e-cigarette use among high school students, falling from 1.56 million to 1.21 million. While there wasn’t a statistically significant change in e-cigarette use among middle school students, the overall trend is encouraging. Notably, current e-cigarette use is now roughly one-third of what it was at its peak in 2019, when over five million youth reported using these products.

Brian King, Ph.D., M.P.H., director of the FDA’s Center for Tobacco Products, described the decline as “a monumental public health win,” acknowledging the relentless efforts of the FDA, CDC and other stakeholders over the past five years. However, he cautioned against complacency, emphasizing that continued vigilance is crucial.

Flavor Preferences and Popular Brands

Among youth who continue to use e-cigarettes, flavored products remain overwhelmingly popular. Approximately 87.6% of current users report using flavored e-cigarettes, with fruit flavors (62.8%) being the most common, followed by candy (33.3%) and mint (25.1%). Disposable e-cigarette products are the most frequently used type.

The survey also identified specific brands favored by young people. Elf Bar was the most popular brand, reported by 36.1% of current e-cigarette users, although its popularity has decreased significantly from 56.7% in 2023. Other frequently used brands include Breeze (19.9%), Mr. Fog (15.8%), Vuse (13.7%), and JUUL (12.6%).

FDA Enforcement and the Decline of Elf Bar

The substantial drop in Elf Bar’s popularity coincides with increased regulatory scrutiny. The FDA has taken targeted enforcement actions against the brand since early 2023, issuing over 1,000 warning letters and 240 civil money penalties to retailers and others in the supply chain. The agency has also issued import alerts, placing Elf Bar products on a “red list” for detention without full inspection. These actions appear to be having a measurable impact, demonstrating the potential of focused enforcement to curb youth access to appealing tobacco products.

Nicotine Pouches: A Growing Concern

While e-cigarette use is declining, the data also reveal a potential emerging trend: nicotine pouch use. Current nicotine pouch use among middle and high school students remained relatively stable between 2023 (1.5%) and 2024 (1.8%), representing nearly half a million students. Approximately 22.4% of these students report daily use. Zyn was the most commonly reported brand (68.7%), followed by on! (14.2%), Rogue (13.6%), Velo (10.7%), and Juice Head ZTN (9.8%). Like e-cigarettes, flavored products are popular, with mint (53.3%), fruit (22.4%), and menthol (19.3%) being the most frequently used flavors.

Deirdre Lawrence Kittner, Ph.D., M.P.H., director of CDC’s Office on Smoking and Health, emphasized that any tobacco product use among youth is unsafe. The CDC and FDA are closely monitoring the nicotine pouch market, recognizing the potential for this product category to become a significant public health concern. The CDC’s Morbidity and Mortality Weekly Report details these findings.

Understanding the NYTS Methodology

The National Youth Tobacco Survey is a crucial tool for tracking youth tobacco use trends. It’s an annual, school-based, self-administered survey conducted between January and May 2024. The survey gathers data on middle and high school students’ tobacco use behaviors, attitudes, and exposure to related risk factors. Data are available in various formats, including SAS®, Microsoft Access®, and Microsoft Excel®, to facilitate research and public health monitoring. Researchers and public health managers can access the full NYTS datasets for detailed analysis.

It’s important to note that the NYTS relies on self-reported data, which may be subject to recall bias or social desirability bias. However, the large sample size and rigorous methodology enhance the reliability of the findings.

Looking Ahead: Continued Vigilance and Prevention Efforts

The decline in youth e-cigarette use is a positive development, but the fight to protect young people from tobacco-related harms is far from over. The FDA and CDC are committed to continued surveillance, enforcement, and prevention efforts. Resources are available to educators and parents to facilitate conversations with teens about the risks of tobacco use. The FDA’s Vaping Prevention and Education Resource Center provides free, science-based lesson plans and materials. The agency’s “The Real Cost” campaign continues to reach approximately 90% of U.S. Teens with effective prevention messages. The CDC also offers a suite of resources to help protect youth from vaping and other tobacco product use, including its “Empower Vape-Free Youth” campaign.

As the tobacco product landscape evolves, with new products like nicotine pouches emerging, ongoing monitoring and proactive public health interventions will be essential to ensure that future generations remain protected from the dangers of tobacco.