Vuse Continues to Take Juul in E-Cigarette Market Share

Market by Ashe Wong

Jun.06.2023

Vuse Continues to Take Juul in E-Cigarette Market Share

Nielsen reports VUSE's market share rise from 41.8% to 42.3%, surpassing JUUL, which declined to 25.6%.

Recently, according to data from Nielsen, their convenience store report data for U.S. in May showed that the electronic cigarette brand VUSE by British American Tobacco (BAT) slightly increased its market share from 41.8% to 42.3%, while JUUL, ranked second, saw a decrease in market share from 26% to 25.6%.

It has been reported that Nielsen's data primarily comes from large chain stores. Over the past 12 months, there has been a decrease in consumer demand for tobacco products, primarily due to inflation and recent price increases in traditional cigarettes.

As a result of the FDA issuing a marketing denial order against JUUL, they are currently involved in legal proceedings. This has provided momentum for the market share growth of VUSE. While NJOY, which is ranked third, has seen an increase in market share from 2.7% to 2.8%, and Blu, which is owned by Imperial Tobacco, has experienced a decline in market share from 1.4% to 1.3%.

Altria has announced that it has divested its minority stake in JUUL, paving the way for its full acquisition of NJOY. Altria had just previously completed the acquisition of NJOY for $2.75 billion and plans to launch NJOY ACE in 70,000 retail stores across the United States.

For comparison, according to Nielsen's May report, JUUL's sales decreased by 22.3%, while VUSE increased by 19.3%. NJOY decreased by 5.3%, and Blu saw a decrease of 31.7%.

References:

Reynolds' Vuse continues to stretch market share lead over Juul

#Europe #Open system e-cigarettes #Netherlands #Regulation #vuse #Juul #E-cigarette #E-cigarettes and Tobacco #E-cigarette Market

This document has been generated through artificial intelligence translation and is provided solely for the purposes of industry discourse and learning. Please note that the intellectual property rights of the content belong to the original media source or author. Owing to certain limitations in the translation process, there may be discrepancies between the translated text and the original content. We recommend referring to the original source for complete accuracy. In case of any inaccuracies, we invite you to reach out to us with corrections. If you believe any content has infringed upon your rights, please contact us immediately for its removal.

China Tobacco Regulation Shift：Policy Updates and Market Impact

China Tobacco Regulation Shift：Policy Updates and Market Impact

EVO NXT European Tobacco & NGP Exhibition

EVO NXT European Tobacco & NGP Exhibition

FDA Begins Review of 22nd Century’s VLN MRTP Renewal Applications

FDA Begins Review of 22nd Century’s VLN MRTP Renewal Applications

The U.S. Food and Drug Administration (FDA) has initiated scientific review of renewal applications for 22nd Century Group’s VLN reduced-nicotine cigarettes under the Modified Risk Tobacco Product (MRTP) pathway, with current authorizations set to expire in December 2026.

RFK Jr. Spokesman Resigns Over FDA Authorization of Fruit-Flavored Vapes

RFK Jr. Spokesman Resigns Over FDA Authorization of Fruit-Flavored Vapes

Richard Danker, a senior public affairs official in Health Secretary Robert F. Kennedy Jr.’s team, resigned from his role at HHS over the FDA’s recent authorization of fruit-flavored vaping products. In a resignation letter addressed to President Donald Trump, Danker argued that the products could expose minors to nicotine addiction, lung damage, and increased cancer risks, while also conflicting with recent HHS guidance on youth risks associated with flavored nicotine products.

U.S. Senator Durbin Criticizes FDA’s First Flavored Vape Authorization, Says Trump Administration Conceded to Big Tobacco

U.S. Senator Durbin Criticizes FDA’s First Flavored Vape Authorization, Says Trump Administration Conceded to Big Tobacco

U.S. Senator Dick Durbin on May 13 criticized the Trump Administration’s Food and Drug Administration for approving the sale and marketing of fruit-flavored e-cigarettes for the first time, while also allowing some illegal vaping products to remain on the market. He also linked the regulatory shift to the departure of FDA Commissioner Marty Makary, saying White House pressure on regulators to approve tobacco product applications could create serious public-health consequences.

FDA Tobacco Center Pushes Review-Efficiency Statement After Commissioner’s Exit

FDA Tobacco Center Pushes Review-Efficiency Statement After Commissioner’s Exit

FDA CTP issued a May 7 statement on accelerating product review and improving PMTA efficiency, but did not push it via official X and newsletter until May 13, one day after FDA Commissioner Marty Makary’s resignation was confirmed. FDA has not explained the delay, and no public evidence links it directly to the leadership change. The timing is notable given CTP’s usual 24-hour distribution practice.

Exclusive | TPE 2026 Cools as Caution Deepens in the U.S. Vape Market

Exclusive | TPE 2026 Cools as Caution Deepens in the U.S. Vape Market

The show had become an important check-in point for Chinese manufacturers and brand owners looking for signs of change in the U.S. market after months of softer demand. Instead, participants said the event highlighted a more restrained mood: traffic in the vape section was uneven, standout launches were limited, and conversations often failed to turn into orders.

CBP and FDA Seize 18 Million Illegal Vapes Worth $175 Million in Maritime Cargo Operation

CBP and FDA Seize 18 Million Illegal Vapes Worth $175 Million in Maritime Cargo Operation

U.S. Customs and Border Protection (CBP) announced that more than 18 million illegal e-cigarettes valued at over $175 million were seized during “Operation Red Mist,” a joint enforcement initiative involving the U.S. Coast Guard and the FDA. The operation primarily targeted maritime vape shipments originating from China and focused on combating illicit importation, transportation, and distribution activities.

Related Topics

News

Related Read

FDA Begins Review of 22nd Century’s VLN MRTP Renewal Applications

FDA Begins Review of 22nd Century’s VLN MRTP Renewal Applications

RFK Jr. Spokesman Resigns Over FDA Authorization of Fruit-Flavored Vapes

RFK Jr. Spokesman Resigns Over FDA Authorization of Fruit-Flavored Vapes

U.S. Senator Durbin Criticizes FDA’s First Flavored Vape Authorization, Says Trump Administration Conceded to Big Tobacco

U.S. Senator Durbin Criticizes FDA’s First Flavored Vape Authorization, Says Trump Administration Conceded to Big Tobacco

FDA Tobacco Center Pushes Review-Efficiency Statement After Commissioner’s Exit

FDA Tobacco Center Pushes Review-Efficiency Statement After Commissioner’s Exit

Exclusive | TPE 2026 Cools as Caution Deepens in the U.S. Vape Market

Exclusive | TPE 2026 Cools as Caution Deepens in the U.S. Vape Market

CBP and FDA Seize 18 Million Illegal Vapes Worth $175 Million in Maritime Cargo Operation

CBP and FDA Seize 18 Million Illegal Vapes Worth $175 Million in Maritime Cargo Operation