While data do not show an increase in use, e-cigarettes remain the top tobacco product used by youth with 5.2% or 1.44 million middle and high school students reporting current use. Of those who use e-cigarettes, the study shows that more than 1 in 4 (27.5%) used an e-cigarette product daily and more than 4 in 10 (41.2%) used an e-cigarette least 20 of the last 30 days. Additionally, 2.7% of students (740,000) reported using multiple products at once, including e-cigarettes, cigarettes, and nicotine pouches.
These new data underscore findings in a recent Truth Initiative report, which showed that more than 45% of youth and nearly 53% of young adults who report past-month e-cigarette use also report using at least one additional tobacco product, raising the risk of nicotine addiction and making quitting more challenging. This is also concerning as nicotine is often one of the first substances used by young people and may put youth at higher risk for addiction to other substances and riskier behaviors in the future.
Troubling signs that nicotine dependence is deepening among young users are also emerging. Truth Initiative research found that 76% of teens who vape report using their device within 30 minutes of waking, a key marker of dependence. Recent research also shows that the share of daily middle and high school students who vape daily and have tried but failed to quit has nearly doubled, from about 28% in 2020 to 53% in 2024.
The nicotine marketplace has evolved rapidly. Many products today ꟷ like the flavored disposable vapes most popular with youth ꟷ deliver higher concentrations of nicotine, more puffs per device, and formulations that make it easier for young people to consume large amounts of nicotine, often at lower cost and with continued ease of access. New “smart vapes” raise additional concerns by using digital features and behavior modification tactics — such as games like puffing to feed avatars — that can reinforce repeated consumption. These products are designed to keep users hooked and pose serious risks to young people, whose developing brains are especially vulnerable to nicotine’s effects on attention, learning, mental health, and risk of future addiction.
Emerging products like oral nicotine pouches, including Zyn, VELO, and On!, warrant close attention. These products are among the fastest-growing segments of the nicotine market, with sales nearly quadrupling from $146 million to $539.5 million between January 2023 and December 2025. While youth use remains low, their rapid growth, youth-appealing flavors, and increasing visibility raise serious concerns about future uptake.
