Nielsen retail data: Vuse e-cigarette US market share is 35.1%, Juul is 33.1%

British American Tobacco’s Vuse e-cigarette brand has further expanded its market share in the United States, surpassing Juul by two percentage points.

RJ Reynolds Vapor Co.’s product Vuse had a 35.1 percent market share, compared with 33.1 percent for Juul, according to Nielsen’s latest analysis of convenience store data for the four weeks ended May 21.

According to the latest Winston-Salem Journal report, NJoy fell from 3.1% to 3%, while Fontem Ventures’ blu eCigs fell from 2.1% to 1.9%.

By comparison, Vuse outpaced Juul’s 34.4 percent with 34.8 percent in the four weeks ended April 23. It was the first time since November 2017 that Vuse had top market share in the Nielsen report.

However, over the past 52 weeks, Juul still leads.

According to Barclays, Nielsen mainly covers large chains. For smaller chains, the team extrapolated trends, which is why trend changes don’t appear immediately in Nielsen.

As recently as May 2019, Juul had a 74.6% share of the U.S. e-cigarette market. That’s when a flurry of regulatory action led Juul Labs Inc. to back down on product reductions.