Growing A Smokeless America
The Data Behind Underage Use
At Reynolds American, we support strong underage access prevention efforts and science‑based, responsible nicotine regulation that reflects real‑world data and adult nicotine consumer preferences. We believe effective policy can continue to reduce underage access while also supporting adult smokers who are seeking alternative products to combustible cigarettes.
What The Data Shows
Regulatory decisions can have wide ranging effects on public health outcomes, consumer behavior, and unintended consequences. That’s why it matters to look at what the data shows, including long‑term trends in youth and adult nicotine consumption.
The most recent National Youth Tobacco Survey highlights important trends across cigarettes, e-cigarettes, and nicotine pouches.
Illicit disposable products drive remaining underage use.
These findings point to a market reality where illicit, unregulated disposable products, not regulated, compliant products, account for the majority of the remaining underage exposure. And the data shows that flavors alone are not driving product uptake.
Source: Past National Youth Tobacco Surveys and National Youth Tobacco Survey 2019-2025, High School and Middle School Combined
Key Findings:
- Youth use of cigarettes remains at record low (1.4%)*
- Youth use of vapor continues to decline (5.2%)*
- Youth use of nicotine pouches remains low and stable (1.7%)*
*National Youth Tobacco Survey Past 30-Day Use – 2025 High School and Middle School Combined
NYTS is an annual U.S. survey conducted by the CDC and the FDA that measures tobacco and nicotine product use among middle and high school students.
74% decrease in youth usage of vapor products,
under 2% smoking & nicotine pouch use.
