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On November 2, VPFIT learned about the search popularity of the major well-known e-cigarette brands in the US market. The data bases on Google search data, the brands include JUUL, VUSE, ELFBAR, LOST MARY and FLUM.
One of the reasons why JUUL stands at top of the search list in October may because of a documentary released by Netflix on October 11. The name of this documentary is “The Big Vape,” it increases the brand’s exposure.
On October 13th and 14th, VUSE’s search volume reaches at its highest. It is because that on October 13, the FDA issued Marketing Denial Orders (MDOs) for six flavors of Vuse Alto e-cigarettes.
On the same day, VUSE, a company of Reynolds Tobacco, filed an investigation application (337 investigation) with the U.S. ITC. The company charges against 26 Chinese and American companies, accusing them of unfair import practices.
According to a recent Nielsen convenience store data, Vuse, a brand of BAT, maintains a clear leading position in market share. The second place is Juul. The market share of Njoy, an e-cigarette brand of Altria, has not increase significantly.
Data show that Vuse’s market share increased slightly from 41.7% to 41.8%. while Juul, which ranked second, fell from 24.7% to 24.4%. Juul’s market share reached 74.6% in May 2019. However, a series of regulatory actions caused Juul to cut its products. These actions may be one of the direct reasons for its decline in market share.
It is worth noting that NJoy, which was acquired by Altria, does not see a significant increase in market share. Instead, it fell from 2.6% to 2.5%. Previously, Altria fully acquired Njoy for US$2.75 billion. NJoy still retain its brand and operated as a wholly-owned subsidiary of Altria.
Imperial Brands’ brand blu share rose from 1.2% to 1.3%.
In addition, according to Barclays Bank, Nielsen mainly covers large chain stores. The statistics does not include other parts of the sales data.
British American Tobacco says, “illegal” synthetic nicotine e-cigarettes account for about half of the entire e-cigarette market in the United States. BAT disclosed the details in its financial report and analyst note for the first half of its 2023 financial year.