VUSE Maintains Leading Position in Market Share, JUUL Declines

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VUSE Maintains Leading Position in Market Share, JUUL Declines
Vuse remains the top e-cigarette brand, followed by Juul, according to Nielsen convenience store data.

According to a report by Journalnow on October 23rd, Nielsen convenience store data shows that Vuse, a brand under British American Tobacco, has maintained a significant lead in market share. Juul holds the second position, while Njoy, an e-cigarette brand acquired by Achaea, has not seen a significant increase in market share.


According to data, Vuse's market share has slightly increased from 41.7% to 41.8%, while Juul, ranking second, has dropped from 24.7% to 24.4%. Juul had reached a market share of 74.6% in May 2019, but a series of regulatory actions led Juul to make reductions to its products, which could be one of the direct reasons for its decline in market share.


It is worth noting that the acquisition of NJoy by Ochiai did not result in a significant increase in market share, instead slipping from 2.6% to 2.5%. Previously, Ochiai fully acquired NJoy with a bid of $2.75 billion, allowing NJoy to retain its brand and operate as a fully owned subsidiary of Ochiai. On the other hand, Imperial Brands' blu brand saw a slight increase in market share from 1.2% to 1.3%.


Furthermore, according to Barclays Bank, Nielsen mainly focuses on large chain stores and does not include sales data from other sectors.


British American Tobacco, a tobacco company, has reported that "illegal" synthetic nicotine e-cigarettes account for approximately half of the entire e-cigarette market in the United States. These details were disclosed in the company's financial report and analyst report for the first half of its 2023 fiscal year.


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