ECigIntelligence, the renowned independent data analysis resource for the tobacco-alternatives industry, has welcomed figures from the CDC indicating that Juul accounts for “nearly one in three e-cigarette sales nationally”, as opposed to the 70% reported by recent media news articles. This figure “tallies closely with ECigIntelligence’s own estimate of 25% or slightly above,” said the agency.
The panic surrounding Juul
The Juul vape pen has been under the spotlight since approximately the second quarter of 2018, when the public started being bombarded by alarming media headlines, stating that the sleek e-cigarette which looks like a USB, is addicting a whole new generation to nicotine.
In fact a number of complaints and lawsuits have been filed against the manufacturer. Two of the lawsuits were registered in California and seek both damages, and an injunction to curb Juul’s marketing practices, and last August Israel’s Health Ministry announced that the Juul device would be banned across the country.
ECigIntelligence managing director, Tim Phillips, hopes that this CDC data will help dispel any exaggerated claims made by media reports. “Juul is clearly a major player and has grown very rapidly,” he said, adding, “But unfortunately, in the recent climate of hysteria over youth vaping, some reports have wildly exaggerated the scale of Juul’s role.
The importance of not relying on sensationalist headlines
Phillips said that while he hopes this data contributes to a more realistic picture, it also highlights the importance of not relying on sensationalist headlines from non-specialized sources.
“We hope these CDC figures will restore some sanity to the discussion, although we also note that they do not include two important channels – vape stores and the internet –which could mean Juul’s actual share is even lower.
“As always, data from non-specialist sources should be treated with caution. Vapor is a complex industry and claims made for overwhelming market leadership rarely stand up to close examination.”