US study shows nicotine concentration in disposable e-cigarettes is skyrocketing

Disposable e-cigarettes are increasingly dominating the market, becoming both larger and cheaper, while delivering more nicotine, according to a study published in the American Journal of Preventive Medicine.[1]Researchers from the CDC Foundation and the Truth Initiative analyzed monthly e-cigarette sales between February 2020 and June 2024. During that time, the total amount of nicotine sold jumped by 249.2 µg/ml, while the number of units sold increased by only 34.7 µg/ml—a growth in nicotine sold more than seven times that of unit sales.

Cheaper, more nicotine-rich disposable products

This increase is largely attributable to disposable e-cigarettes, which are the most popular among young people. The amount of nicotine contained in these devices exploded by 2,364.5 %, compared to a minimal increase of 1.3 % for e-cigarettes with pre-filled cartridges. Sales of disposables more than tripled (+201.3 %), while those with cartridges fell by nearly 24 %. In 2023, nearly 90 % of the nicotine sold came from non-tobacco-flavored products.

By mid-2024, disposable e-cigarettes contained an average of nine times more liquid than cartridge-based e-cigarettes. Although they accounted for only 58.1 % of units sold, they accounted for 74 % of total nicotine sold. These findings are consistent with a previous study by the Truth Initiative (2023), which showed that, from 2017 to 2022, disposables had nearly tripled in nicotine concentration, quintupled in liquid volume, and seen their price drop by nearly 70 %.

This shift has led to a drop in the cost per milligram of nicotine in disposable products: 3.7 times lower than that of cartridge-based devices. This increased accessibility is of particular concern to public health experts, as young people, who are more price-sensitive, are more likely to consume these inexpensive but high-dose nicotine products.

Megan Diaz, a doctoral student and research director at Truth Initiative, points out that " These findings raise serious concerns about the access and affordability of these products for young people. Disposable e-cigarettes are not only the most popular e-cigarette product among young people. They are also the cheapest way to obtain large amounts of nicotine and come in attractive flavors.[2] ".

A new method to better track e-cigarette sales

Traditionally, e-cigarette sales have been measured by the number of units sold. However, this new study proposes a different method: it assesses sales based on the amount of nicotine delivered—taking into account both the volume of liquid and the nicotine concentration. This approach provides a more accurate picture of actual nicotine exposure and could contribute to the development of more effective public policies to limit the use of these highly addictive and very affordable products, particularly among young people.

" Measures that consider both e-liquid volume and nicotine concentration provide a more accurate picture of the size of the e-cigarette market sold in stores today and of nicotine consumption. " said Fatma Romeh M. Ali, PhD student, health economist and consultant to the CDC Foundation. Measuring e-cigarette sales in milligrams of nicotine, rather than simply counting products, is essential to understanding the impact on public health. »

In addition to tobacco, nicotine is increasingly being sold in various forms and is becoming popular. Electronic cigarettes, nicotine pouches, all these products are part ofa strategy assumed by the tobacco industryManufacturers are taking advantage of the lack of knowledge about nicotine and its still unknown effects to develop their markets. Recently, the introduction on the market of 6-methyl-nicotine (6-MN), a new synthetic molecule up to 3.3 times more addictive than nicotine[3], raises fears of a massive epidemic of addiction among young consumers.

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[1]Fatma Romeh M. Ali, Megan C. Diaz, Brian S. Armour, Elisha Crane, Michael A. Tynan, Kristy L. Marynak, “Trends in US E-cigarette Sales Measured in Milligrams of Nicotine, 2019–2024”, American Journal of Preventive Medicine, 2025, ISSN 0749-3797, https://doi.org/10.1016/j.amepre.2025.02.007

[2]Truth Initiative, The Concentration of Nicotine in E-cigarettes Continues to Soar, Putting Young People at Higher Risk of Addiction, published May 5, 2025, accessed May 6, 2025

[3]Tobacco-free generation, 6-Methyl-Nicotine: A synthetic molecule present in vaping products and oral pouches, published March 31, 2025, accessed May 6, 2025

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