Juul Labs is encouraged to see another year of continued decline in underage use of vapor products in general, and JUUL products specifically. Overall, the government data show that underage use of vapor products experienced a “significant decline” in 2024, according to the CDC, with underage use of ENDS at the lowest levels in more than ten years.
The 2024 NYTS data shows a 98% decline in underage JUUL usage rates since its peak in 2019. Youth use of JUUL has decreased along both “any brand” use (12.6% of current youth ENDS users) and “usual brand” use (3.2% of current youth ENDS users). This means fewer than 1% of all middle and high school students are reporting past 30-day use of JUUL products along either metric.
The data also show the need for stepped-up enforcement against illegal products from China that continue to flood the U.S. market. These products remain the most frequently used vapor products among American adolescents.
In order to fulfill our mission to transition adult smokers away from cigarettes – the deadliest consumer good ever sold – and to combat underage use of our products, we remain committed to a strong and collective effort to prevent youth access and use of all tobacco products.
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