American data highlights the role of flavors in the rise of youth vaping

New data from the CDC Foundation confirms the crucial role of flavors in the initiation and use of e-cigarettes among young people. Based on the TEEN+ study, the data shows that more than 90% of users started with flavored products, predominantly fruit-flavored. These findings reinforce the concerns of health authorities, particularly the Food and Drug Administration, regarding the appeal of these products to young people and call for stricter regulatory oversight, given the continued spread of vaping and the significant presence of unauthorized products on the market.

Aromas: A factor in initiating and underestimating risks among young people

New data have been published by the CDC Foundation as part of its Tobacco Epidemic Evaluation Network (TEEN+) study, a nationally representative, address-based longitudinal cohort study of adolescents and young adults conducted twice a year since July 2022. TEEN+ provides updated estimates to assess adolescents' and young adults' behaviors and perceptions of tobacco and nicotine products in a context of rapidly evolving policies and product availability. The sampling design allows for the calculation of nationally representative estimates.

The survey conducted in 2025 among 1,984 adolescents (13-17 years old) and 7,690 young adults (18-28 years old) highlights the central role of flavors in the use of electronic cigarettes among young people[1].

Almost all (92.5 %) of adolescents and young adults who have already used electronic cigarettes started with a flavoured product, with fruit being the first flavour most frequently cited by 59.8 % of adolescents and 48.2 % of young adults.

Nearly all (94.6%) adolescents and young adults who reported using an e-cigarette in the 30 days prior to the survey indicated that they had used flavored e-cigarettes during that period. The proportions were 96.3% for adolescents and 94.2% for young adults. The most commonly used e-cigarette flavors among adolescents and young adults were fruit, candy, and dessert flavors, including chocolate, mint, and menthol.

Tobacco flavouring, on the other hand, is rarely mentioned: 5.4% of consumers had used a tobacco flavouring product in the 30 days preceding the survey.

A call for stricter regulation of e-cigarette flavors in the United States

These results confirm that flavorings encourage initiation and continued use, particularly among young people. They support the Food and Drug Administration's (FDA) position that these products pose a significant risk to this population, justifying control and The authorization of attractive flavors is conditional upon high-level scientific evidence. Thus, a product can only be authorized by the FDA if its marketing is deemed "« appropriate for the protection of public health »", that is to say, the potential benefits for adult smokers outweigh the risks for non-consumers, especially young people.

The NGO Campaign for Tobacco-Free Kids is therefore calling on the authorities to impose strict requirements before any flavoured products are authorized for sale.[2] and to strengthen public policies against the use of these products. Although the United States has made considerable progress in reducing e-cigarette use among young people, with e-cigarette use among high school students falling from 7.7 million to 5.9 million between 2023 and 2024, more than 1.4 million high school students continue to use them.[3]. Furthermore, according to the NGO, this data also highlights the size of the market for unauthorized products: only 39 devices have been approved by the FDA, but approximately 70% of sales are estimated to involve illegal products.. Strengthening controls by the competent authorities is deemed necessary.

Currently, only California and Massachusetts prohibit the sale of most flavored vaping products (excluding tobacco): a law that took effect in mid-2020 made Massachusetts the first state in the country to ban the retail sale of flavored tobacco and vaping products, including menthol cigarettes. These products can now only be purchased for on-premises consumption in licensed tobacco shops.

The role of flavors in the appeal and addiction of e-cigarettes is being highlighted in a growing number of countries. In Canada, A coalition of public health experts and a political decision-maker have decided to intensify the fight against vaping flavors.. In Europe, Belgium has recently called on the EU to regulate these products more strictly., in particular to ban flavours other than tobacco flavour, like the Netherlands have already done, in order to limit the attraction of young people to coloured, sweet or fruity flavours which encourage initiation and contribute to the establishment of addiction.

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[1]CDC Foundation, Monitoring Tobacco Product Use Among Youth and Young Adults in the US., TEEN+ Data Snapshot, Volume 3, published in 2026, accessed on April 24, 2026

[2]Yolonda C. Richardson, New Data Highlight Role of Flavors in Driving E-Cigarette Use among Youth and Young Adults, Campaign for Tobacco-Free Kids, published April 23, 2026, accessed April 24, 2026

[3]Park-Lee E., Jamal A., Cowan H. et al., Notes from the Field: E-Cigarette and Nicotine Pouch Use Among Middle and High School Students — United States, 2024, MMWR Morb Mortal Wkly Rep 2024;73:774–778, published September 5, 2024, accessed April 27, 2026

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