Vuse Continues to Gain Market Share Over Juul
Vuse e-cigarettes continue to grab market share from Juul. The gap is growing in both monthly and yearly comparisons, according to the latest Nielsen convenience store report.
The R.J. Reynolds Vapor Co. brand’s market share rose from 41.5 percent in the previous report to 42.7 percent, compared with Juul declining from 26.4 percent to 25.6 percent.
Over the past 12 months, Vuse’s market share was 36.6 percent, compared with 29.5 percent for Juul. The latest Nielsen analysis of convenience-store data covers the four-week period ending Feb. 25.
On Friday, Altria Group Inc. announced that it had exchanged its 35 percent ownership stake in Juul Labs for a non-exclusive, irrevocable global license to certain of Juul’s heated tobacco intellectual properties.
No. 3 NJoy was unchanged at 2.7 percent, while Fontem Ventures’ blu eCigs was unchanged at 1.4 percent. Njoy’s future looks brighter after an announcement Monday that Altria plans to pay $2.75 billion in cash for NJoy.
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 25.7 percent decline in the latest report.
By comparison, Reynolds’ Vuse was up 34 percent in the latest report, while NJoy was down 8.7 percent, blu eCigs down 39.5 percent and Japan Tobacco’s Logic brand vaping product was down 4.9 percent.
As recently as May 2019, Juul held a 74.6 percent U.S. e-cig market share. Neilson data does not consider vape shop sales, which may include more than 40 percent of all vaping product sales.