JUUL remained a reported brand among U.S. youth who currently used e-cigarettes in 2024, although its reported share was lower than in 2023. The latest figures also show a broader shift in youth vaping: current use fell among middle and high school students, while disposables and flavored products remained prominent. Separately, FDA records listed five authorized JUUL products, and Altria’s 2024 filing described billions of dollars in tax and investment consequences linked to its former JUUL investment.
Contents
- Youth use at a glance
- JUUL’s reported brand position
- Devices, frequency, and flavors
- How youth vaping changed from 2023 to 2024
- Nicotine pouches in the same 2024 survey
- FDA-authorized JUUL products
- Altria’s JUUL-related tax disclosures
Youth use at a glance
The CDC MMWR 2024 report estimated that 1.63 million middle and high school students were current e-cigarette users in 2024. That total represented 5.9% of all students. Among high school students, 1.21 million, or 7.8%, reported current e-cigarette use. Among middle school students, 410,000, or 3.5%, reported current use. The CDC MMWR 2024 table also listed the total as 1,630,000 students.
Within that population of current youth e-cigarette users, 12.6% reported using JUUL in 2024. The CDC MMWR 2024 report expressed that share as approximately 190,000 students. The grade-level figures were different: 10.1% of current high school e-cigarette users, or approximately 110,000 students, reported JUUL use, while 19.0% of current middle school e-cigarette users, or approximately 70,000 students, reported JUUL use.
These are measures of reported brand use among current youth e-cigarette users, not the percentage of all students who used JUUL. They also do not describe adult use, total household use, or the amount of aerosol released indoors. For air-quality and smoke-free-living decisions, the figures are best read as a measure of youth exposure to vaping products and brand presence, rather than as a direct indoor-air measurement.
JUUL’s reported brand position
The CDC MMWR 2024 brand results placed JUUL behind several named brands among current youth e-cigarette users. The reported shares were 36.1% for Elf Bar, 19.9% for Breeze, 15.8% for Mr. Fog, 13.7% for Vuse, and 12.6% for JUUL. Esco Bars were reported by 10.2%, Fume by 9.1%, SMOK including NOVO by 7.7%, and Kangvape including Onee Stick by 7.6%.
| Brand reported by current youth e-cigarette users | 2024 share |
|---|---|
| Elf Bar | 36.1% |
| Breeze | 19.9% |
| Mr. Fog | 15.8% |
| Vuse | 13.7% |
| JUUL | 12.6% |
| Esco Bars | 10.2% |
| Fume | 9.1% |
The categories are not exclusive: a respondent could report more than one brand. That means the percentages should not be added to estimate a market total. The CDC MMWR 2024 report also found that 17.3% of current youth e-cigarette users did not know the brand they used. When the unknown-brand response option was included, 23.9% did not know the brand or selected the unknown-brand option.
The year-to-year comparison shows a decline in JUUL’s reported share. In 2023, 16.5% of current youth e-cigarette users reported JUUL, according to the CDC MMWR 2023 report. The CDC MMWR 2023 report described JUUL as the fourth most commonly reported brand after Elf Bar, Esco Bars, and Vuse. The 2024 result was 12.6%, a lower reported share in the later survey year. The source labels and years matter: these are survey estimates for different reporting periods, not a continuous monthly sales series.
Devices, frequency, and flavors
The 2024 CDC MMWR provides context for what current youth e-cigarette use looked like beyond brand names. Disposables were the most commonly reported device type: 55.6% said they most often used disposables. Another 15.6% most often used prefilled or refillable pods or cartridges, while 7.0% most often used tanks or mod systems. A further 21.8% did not know the device type they used most often.
Use frequency was also concentrated among recurring users. In the CDC MMWR 2024 report, 26.3% of current youth e-cigarette users reported daily use, and 38.4% reported use on 20 to 30 days in the past 30 days. The report recorded 44.1% using e-cigarettes on 1 to 5 days and 17.5% using them on 6 to 19 days in that period. These categories describe the past 30 days and should not be interpreted as annualized consumption.
Flavored products were widespread in the 2024 results. The CDC MMWR 2024 report found that 87.6% of current youth e-cigarette users used a flavored product. Fruit was reported by 62.8%, candy by 33.3%, and mint by 25.1%. The flavor percentages can overlap because respondents could report multiple flavor categories.
The CDC MMWR 2023 report provides a comparable earlier snapshot. In 2023, 89.4% of current youth e-cigarette users used flavored products, 63.4% reported fruit flavor, and 35.0% reported candy, desserts, or other sweets flavor. The 2023 report also recorded 6.4% reporting tobacco-flavored e-cigarettes, 57.9% reporting flavors with the word “ice” or “iced” in the name, and 16.1% reporting concept flavors with non-descriptive names.
For device type, the CDC MMWR 2023 report recorded 60.7% most often using disposables, 16.1% using prefilled or refillable pods or cartridges, and 5.9% using tanks or mod systems. The different category shares across the two years show why a single brand statistic does not describe the whole vaping environment.
How youth vaping changed from 2023 to 2024
The CDC MMWR 2024 report found that current e-cigarette use among middle and high school students declined to 5.9% from 7.7% in 2023. In absolute terms, 1.63 million students reported current e-cigarette use in 2024, down from 2.13 million in 2023, according to the CDC MMWR 2024 and CDC MMWR 2023 reports.
The high school rate declined to 7.8% in 2024 from 10.0% in 2023. The 2023 CDC MMWR reported a 4.6% current-use rate among middle school students; the CDC MMWR 2024 report reported 3.5% and approximately 410,000 middle school students. The 2024 high school estimate was approximately 1.21 million students.
| Measure | 2023 | 2024 |
|---|---|---|
| Current e-cigarette use, middle and high school students | 7.7% | 5.9% |
| Current e-cigarette use, high school students | 10.0% | 7.8% |
| Current e-cigarette users, middle and high school students | 2.13 million | 1.63 million |
| JUUL among current youth e-cigarette users | 16.5% | 12.6% |
| Daily use among current youth e-cigarette users | 25.2% | 26.3% |
The last row is not a direct measure of the same overall population size; it is the reported frequency distribution among current youth e-cigarette users in each survey year. In 2023, 34.7% reported use on 20 to 30 days in the past 30 days, compared with 38.4% in 2024. The CDC MMWR 2023 report recorded 3.4% reporting JUUL as their usual brand, a distinct measure from the 16.5% who reported using JUUL.
The broader tobacco context also changed. The CDC MMWR 2024 report found that 19.0% of middle and high school students had ever used any tobacco product, while 8.1% reported current use. In 2023, the corresponding figures were 22.2% ever use and 10.0% current use, according to the CDC MMWR 2023 report. In 2024, current use of any tobacco product was 8.5% among male students and 7.7% among female students; the 2023 figures were 8.9% and 11.2%, respectively.
Nicotine pouches in the same 2024 survey
Nicotine-pouch statistics help distinguish JUUL’s e-cigarette figures from another nicotine-product category. In 2024, 1.8% of middle and high school students reported current nicotine pouch use. The rate was 2.4% among high school students and 1.0% among middle school students. Among current nicotine pouch users, 29.3% reported frequent use and 22.4% reported daily use.
The CDC MMWR 2024 report found that 68.7% of current nicotine pouch users reported ZYN, 14.2% reported on!, 13.6% reported Rogue, 10.7% reported Velo, and 9.8% reported Juice Head ZTN. Flavored products were reported by 85.6% of current nicotine pouch users. Mint was reported by 53.3%, fruit by 22.4%, and menthol by 19.3%. These brand and flavor percentages are category-specific and should not be combined with the e-cigarette brand results.
FDA-authorized JUUL products
The FDA authorized 45 e-cigarettes in the referenced FDA authorized ENDS list in 2024. JUUL held five authorized products within that list. The FDA authorized JUUL page identified them as the JUUL Device; JUULpods in Virginia Tobacco 3.0%; JUULpods in Virginia Tobacco 5.0%; JUULpods in Menthol 3.0%; and JUULpods in Menthol 5.0%.
The FDA-authorized JUUL pods were listed at 3.0% and 5.0% nicotine concentrations. The FDA authorized the marketing of those five JUUL products through the premarket tobacco product application process. Authorization of these products is a regulatory status for the listed products; it is not a finding that vaping is risk-free, nor does it describe every product sold or used in the market.
Altria’s JUUL-related tax disclosures
Altria’s 2024 10-K described financial and tax consequences connected with its former JUUL investment. In October 2024, Altria entered into an IRS agreement regarding a $6.4 billion ordinary loss linked to that investment. Altria also claimed a $4.0 billion ordinary loss and a $2.4 billion capital loss on its 2023 tax return tied to JUUL. The filing described the cash tax loss associated with the investment as $6.4 billion and an indirect deferred tax benefit of $428 million.
The filing reported changes in unrecognized tax benefits. Altria recorded a $1,548 million unrecognized tax benefit in 2023 and reported a year-end 2023 balance of $1,608 million. At year-end 2024, the balance was $282 million. The 2024 reversal produced an $887 million tax benefit, while the IRS agreement reduced unrecognized tax benefits by $1,343 million.
At December 31, 2024, $189 million of unrecognized tax benefits affected the effective tax rate and $27 million affected deferred taxes, according to Altria’s 2024 10-K. The corresponding 2023 amounts were $35 million affecting the effective tax rate and $1,573 million affecting deferred taxes. Altria also recorded $33 million in additions for tax positions of prior years in 2024 and $16 million in reductions for tax positions of prior years.
These Altria figures are corporate accounting and tax disclosures, not measures of JUUL sales, youth prevalence, indoor air concentration, or individual health risk. They describe the financial treatment of the investment and related tax positions for the periods stated in the filing.