London, February 24, 2025 – Private retail sales data reviewed by Reuters indicates that sales of unauthorized, flavoured disposable vapes in the United States totaled around $2.4 billion in 2024.
The figures, representing about 35% of the e-cigarette sales from convenience stores and supermarkets, mark a significant portion of the overall vape market, according to market research firm Circana.
The data shows that while the unauthorised market shrank from $3.2 billion in 2023 to $2.4 billion in 2024 - and from $2.8 billion in 2022 - it still remains a major segment within a broader $6.8 billion market tracked by Circana. The firm’s analysis, which covered approximately 11,000 unauthorised flavoured disposable e-cigarette products across hundreds of brands, does not capture sales made online, in independent stores, or in specialty vape outlets.
The U.S. Food and Drug Administration has authorized only 34 tobacco- or menthol-flavoured vape products for legal sale, all produced by major tobacco companies such as British American Tobacco and Altria. By contrast, the unauthorised market features a wide range of flavours - from "cookie and cloud" to "magic cotton candy"- underscoring the appeal of these products to consumers despite regulatory restrictions.
Industry sources have noted that the data on disposable vapes is preliminary and subject to revisions, with previous estimates for 2024 having been adjusted upward. Despite a reported 25% contraction in sales of flavoured disposable vapes compared to 2023, key industry players suggest that the overall U.S. vape market expanded by 30% this year, driven entirely by illicit products. Altria CEO Billy Gifford highlighted this trend during a conference on February 19.
The figures also reflect the impact of regulatory efforts, as top-selling labels such as Esco Bars and Elf Bars fell out of the top 10 most sold devices in 2024 after the FDA blocked their imports in 2023. Other brands have since risen to fill the void.
As authorities continue to crack down on unauthorised products, the data provides a rare glimpse into the scale of the illicit vape market in the U.S., highlighting both its significant economic footprint and the challenges facing regulators in curbing the sale of non-compliant products.
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