The latest Nielsen convenience store data shows R.J. Reynolds’ Vuse e-cigarette continued gaining share while top rival Juul slipped. Vuse rose from 41.8% to 42.3% as Juul fell to 25.6% share.
Nielsen’s most recent 4-week analysis of c-store sales ending May 20, 2022 illustrates ongoing changes in U.S. e-cigarette market dynamics. R.J. Reynolds’ Vuse brand expanded its #1 market position, while embattled previous leader Juul saw declines amidst regulatory woes.
This article looks at the share trends and factors reshaping the competitive vape category based on Nielsen’s coverage of large chain retailers. We’ll also examine recent developments with key players Reynolds, Juul, NJoy, and Altria.
Vuse and Juul Share Trajectories
According to Nielsen data, Vuse’s dollar share advanced from 41.8% to 42.3% over the 4-week period. This continues Vuse’s steady growth since overtaking struggling Juul as market leader.
Meanwhile, Juul’s share slipped again, declining from 26% to 25.6% as the brand faces potential FDA bans over youth vaping concerns. Juul’s share has plunged from a peak of nearly 75% in 2019.
At the same time, Reynolds stablemate Newport grew share in traditional cigarettes, while Philip Morris’ Marlboro maintained its substantial lead. But the rapid shifts in e-cigs attract the most focus lately.
NJoy and Altria Positions
Behind the top 2 brands, NJoy marginally increased share from 2.7% to 2.8% per Nielsen. However, Altria Group recently inked a deal to fully acquire NJoy for $2.75 billion after exiting its non-controlling Juul stake.
Altria views FDA authorized NJoy as a more sustainable vaping investment vs. embattled Juul. The transaction is projected to close by June 30, 2022.
Potential Catalysts
Multiple factors continue impacting trajectories across tobacco categories:
- California banned menthol cigarettes effective January 2022, affecting assessed share
- Reynolds hiked cigarette list prices 4x in 2022, passed to consumers
- Juul faces potential FDA bans over youth vaping concerns
- Altria acquiring NJoy for regulatory compliant vaping entry
- Inflationary pressures impacting tobacco demand and pricing
Juul’s dollar sales declined 22.3% over the past year according to Nielsen. By comparison, Reynolds’ Vuse grew 19.3% as consumers shifted purchases.
The evolving regulatory climate creates turbulence across tobacco segments. But Reynolds and Altria currently appear positioned to navigate changes.
Conclusion
Nielsen’s latest retail data shows Reynolds’ Vuse gaining e-cigarette market share as Juul founders amid concerns over youth vaping. Altria’s transition from Juul to NJoy investment further reflects changing dynamics.
Ongoing regulatory and inflationary factors will likely perpetuate share shifts. For Juul, the existential threat of an FDA ban persists absent relief through ongoing reviews.
Meanwhile, Reynolds and Altria leverage strong cigarette brands along with regulatory compliant vaping options. Their market share advantages may continue absent unforeseen changes.
Vuse and Juul Market Share Highlights:
- Vuse expanded lead to 42.3% share per Nielsen
- Juul slipped again to 25.6% amid FDA woes
- Reynolds and Altria positioned in shifting landscape
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