U.S. vape market has been further dominated by the illegal disposable vapes in 2024. Illicit vapes now represent more than 60% of the U.S. vape market, even up to 80% according to some estimates. As of December 2024, the Food and Drug Administration (FDA) had granted marketing orders to 34 vape products which collectively has only 2% share in the overall U.S. vape market. Enforecement of FDA’s rules remains a major challange in the market. More States set out mandatory registries of vape products allowed for sale; 24 registry laws were proposed so far with Governors signing the legislation into law in 6 of them. However, enactments in Utah and Iowa have been put on hold pending the outcomes of lawsuits1. Moreover, additional flavor bans at the state and municipal levels, such as in the one in Columbus, Ohio, create further complications without necessarily bringing law & order to the marketplace.

According to the Circana sales data, vape market declined by 9.1% and 12.3% in value and volume, respectively, in traditional retail in 2024 – despite 17.6% growth in the number of vapers to 20 million. Fast-growing illegal vapes are sold mostly in (untracked) independent retailers and online. However, the vaping accessories subcategory experienced a strong growth in sales (+18.6% in value), presumably as a result of its use in cannabis vaping.
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