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
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