A new Public Health Alerts report based on the 2025 National Youth Tobacco Survey — conducted among over 23,000 students — paints a concerning picture of nicotine use among American teens. About 13.4% of middle and high schoolers have ever used e-cigarettes (roughly 3.7 million youth), and 5.2% are currently using them. High schoolers are hit hardest, with 7.1% reporting current use. Nicotine pouches, a newer product, are also gaining traction — 4.1% of youth have tried them, with higher rates among high schoolers.

Flavor is a major driver of use. Nearly 90% of current e-cigarette users chose non-tobacco flavors, with fruit flavors leading the pack. Geek Bar — featuring a digital animated screen — dominated brand preferences, used by 64.1% of current e-cigarette users in the past 30 days. The product landscape is shifting fast, with top brands changing year over year.

By the Numbers:

• 3.7 million US youth have ever used e-cigarettes (13.4%)
• 1.4 million currently use e-cigarettes (5.2%)
• 89.4% of current e-cigarette users chose non-tobacco flavors
• 4.1% of youth have ever used nicotine pouches; 1.7% currently use them
• 27.5% of current e-cigarette users vape daily

Why it matters: Nicotine exposure during adolescence can harm brain development and fuel long-term addiction. Experts are calling for stronger federal and state measures — including flavor restrictions, price increases, and smoke-free laws covering e-cigarettes — to curb youth uptake before habits become lifelong.