Vuse Continues to Expand U.S. Market Share Over Juul

Credit: Syda Productions

The Vuse e-cigarette brand has expanded its U.S. market share to two full percentage points over Juul.

Vuse, a product of of R.J. Reynolds Vapor Co., held 35.1 percent of the market share, compared with Juul at 33.1 percent, according to the latest Nielsen analysis of convenience store data that covers the four-week period ending May 21.

For the latest report, NJoy dropped from 3.1 percent to 3 percent, while Fontem Ventures’ blu eCigs slipped from 2.1 percent to 1.9 percent, according to the Winston-Salem Journal.

By comparison, Vuse was ahead 34.8 percent to Juul’s 34.4 percent for the four-week period ending April 23. That was the first time Vuse held the top market share in the Nielsen report since November 2017.

However, for the past 52 weeks, Juul remains ahead 35.9 percent to 30.8 percent.

According to Barclays, Nielsen largely covers the big chains. For the smaller chains, the group extrapolates trends, which is why trend changes don’t appear immediately in Nielsen.

As recently as May 2019, Juul held a 74.6 percent U.S. e-cig market share. That’s which is when a series of regulatory actions led to product-reduction concessions by Juul Labs Inc.

Juul’s four-week dollar sales in the latest report have dropped from a 50.2 percent increase in the Aug. 10, 2019, report to a 9.2 percent decline in the latest report.