According to a report in the Winston-Salem Journal, sales prospects for Juul electronic cigarettes are not looking good, which could benefit Vuse in expanding its market and increasing its market share.
Image source: BAT (referring to Baidu, Alibaba, and Tencent)
According to the latest analysis of convenience store data by Nielsen, Vuse's market share increased from 37.4% to 39% in the four weeks ending August 13, while Juul's market share decreased from 30.7% to 29.4%. Meanwhile, third-ranked Njoy's market share dropped from 3% to 2.9%, and Fontem Ventures' blu e-cigarette slid from 1.7% to 1.6%.
In June, the US Food and Drug Administration (FDA) rejected Juul's premarket tobacco product application (PMTA) and issued a marketing denial order. The FDA stated that the evidence submitted by the company was insufficient to prove that its products were appropriate for protecting public health.
Although the FDA subsequently lifted its marketing refusal order, citing the need for further scientific examination of the application, it emphasized that the suspension does not mean a revocation of the MDO, putting Juul in a difficult situation.
In contrast, Vuse has received marketing approval from the FDA for multiple products, including Vuse Vibe, Vuse Ciro, and Vuse Solo.
Goldman Sachs analyst Bonnie Herzog stated in an investor note that Juul's decline in market share occurred partly after the FDA issued a marketing denial order for Juul, causing confusion.
In May 2019, before facing regulatory pressure, Juul held a dominating market share of 74.6% in the United States electronic cigarette market with its flavored products.
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