Regional variations and market share of FDA-authorised products for top-selling electronic cigarette brands in the USA: 2022-2024.

Abstract

Background: This paper examines top-selling electronic cigarette (e-cigarette) brands and differences in top-selling brands by region in the USA from 2022 to 2024, and the market share of Food and Drug Administration (FDA)-authorised products in 2023 and 2024 using e-cigarette sales data from Nielsen's Convenience Track system.

Methods: Regional analyses included sales data from eight US census divisions. We reported total unit sales and market share by brand, nationally and by region. Data on whether products had FDA marketing authorisation were obtained from FDA's Searchable Tobacco Product Database.

Results: Nationally, Vuse, JUUL and NJOY comprised the majority of e-cigarette market share in 2022 (68.3%), 2023 (65.4%) and 2024 (57.5%), and Geek Bar emerged as the third top selling brand in 2024 (11.8%). Aside from these brands, there was a large variation in the top five brands by region across years. Approximately 13.8% of e-cigarette product sales in 2024 were authorised for sale by the FDA, as compared with 3.3% in 2023.

Conclusions: The differences in top brands by region reflect challenges in the surveillance of e-cigarette sales, marketing and use and reflect the rapidly changing disposable e-cigarette marketplace, in which new brands are introduced and popularised at high frequency, as manufacturers of disposable e-cigarettes adapt to exploit regulatory loopholes. In the context of other emerging markets, like nicotine pouches, we urge regulators to act quickly to regulate the market for these products.