The Sales Of Legal Electronic Cigarettes in The United States Dropped By 12.3% in 2024.

In 2024, the American e-cigarette market will be further dominated by illegal disposable e-cigarettes. Illegal e-cigarettes now account for over 60% of the American e-cigarette market, and it is estimated that they may even reach up to 80%.
As of December 2024, the US Food and Drug Administration (FDA) has approved 34 marketing orders for e-cigarette products, but these products only account for 2% of the entire American e-cigarette market. Compliance with FDA regulations remains a major challenge in the market. More states have imposed mandatory registration requirements for e-cigarette products allowed for sale, and so far 24 registration laws have been proposed, with the governors of 6 states having signed these legislations into law. However, the laws in Utah and Iowa have been put on hold pending the outcome of lawsuits.
In addition, additional state and municipal restrictions on flavors (such as the ban in Columbus, Ohio) have created further complications, which may not necessarily bring legal and order to the market.

According to Circana's sales data, in 2024, the market value and sales volume of e-cigarettes in traditional retail declined by 9.1% and 12.3% respectively - despite the increase of 17.6% in the number of e-cigarette users, reaching 20 million. The rapidly growing illegal e-cigarettes are mainly sold by (untracked) independent retailers and online sales. However, the sales of the e-cigarette accessory subcategory witnessed a strong growth (with a value increase of 18.6%), which might be attributed to its use in cannabis e-cigarettes.