Keeping Tabs on Tobacco: Results from the Annual National Youth Tobacco Survey 2025 (NYTS)

Research evidence excerpt

Keeping Tabs on Tobacco: Results from the Annual National Youth Tobacco Survey 2025 (NYTS)

Deutsche Bank

Research

Europe Industry Date

North America 24 June 2026

Keeping Tabs on

Consumer Industry Update

Tobacco Tobacco

Results from the Annual National Youth

Tobacco Survey 2025 (NYTS)

Damian McNeela

Annual National Youth Tobacco Survey 2025 Research Analyst

The National Youth Tobacco Survey (link here NYTS) helps track and assess tobacco +44-20-754-11565

product use among middle and high school students. Conducted annually by the

Daniel Tharian

CDC and FDA, the survey offers a comprehensive snapshot of youth consumption Research Associate

patterns across a range of products including e-cigarettes, cigarettes, cigars, +44-20-7545-0195

smokeless tobacco, and newer entrants like nicotine pouches.

Companies featured

The regulatory consequences tied to youth use trends are highly relevant for the Imperial Brands (IMB.L),GBP2,762.00 Buy

tobacco sector. In particular, the NYTS provides an early signal on which categories

British American Tobacco

may face increased scrutiny, enforcement actions, or policy shifts, particularly (BATS.L),GBP4,585.00 Buy

where youth usage is elevated. Scandinavian Tobacco Group

Hold

(STOGR.CO),DKK66.10

Key Takeaways Philip Morris International

Buy

n Overall current tobacco product use among middle and high school (PM.N),USD178.69

students in 2025 was reported at 7.2% representing 2.01 million students, Altria (MO.N),USD71.61 Hold

a 10.7% decrease from the 8.1% (2.25 million) reported in 2024. Haypp (HAYPP.ST),SEK135.00 Buy

n E-cigarettes remain the most currently used tobacco product among Source: Deutsche Bank

youth, with 5.2% of students reporting current use (vs 5.9% LY), with 27.5%

of current youth e-cigarette users vaping daily.