Center for Health Analytics, Media, and Policy, RTI International, Durham, NC, USA.
Florida Department of Health, Tallahassee, FL, USA.
Nicotine Tob Res. 2022 Oct 26;24(11):1748-1755. doi: 10.1093/ntr/ntac128.
The increase in youth electronic nicotine delivery system (ENDS) use coincided with JUUL's rapid rise, which prompted investigations and lawsuits aimed at this leading brand. In response, JUUL discontinued sweet flavors in late 2018, followed by mint flavors in November 2019. We assessed ENDS sales and prices at both the state and national level before and after JUUL's removal of mint flavors.
Nielsen retail sales data on ENDS products from convenience and food stores in 4-week aggregates were analyzed between January 2019 and January 2020 in Florida and the United States. Standardized units were created. Unit market share and growth rates were calculated for top brands and flavors in the periods before and after JUUL's mint removal. Average prices within brand and product type were calculated.
Following JUUL's removal of mint in November 2019, JUUL's market share dropped from over 66% in Florida and the United States to 37.1% (Florida) and 55.1% (United States). In January 2020, the second leading brands were Puff Bar (15.0%) in Florida and Vuse (18.1%) in the United States. Mint market share decreased and share of all other flavor categories increased, particularly menthol and concept. Total ENDS sales increased in Florida but decreased in the United States. Average prices of ENDS devices decreased.
While JUUL's actions led to a decline in its sales, Puff Bar emerged and menthol and concept flavors experienced growth. Findings also demonstrate how changes by influential brands differentially affect purchase patterns at the national and state level.
These findings support the growing body of evidence that tobacco industry self-regulation, with selective flavor removal by the leading ENDS brand in this case, is insufficient to reduce total ENDS sales, including sales of flavored products which are preferred by youth. Results suggest that brand and flavor substitution compensated for the removal of mint JUUL pods. Understanding changes to the ENDS market in response to industry actions, at both the state and national level, can inform future regulation and interventions. These findings can also inform efforts to prevent and reduce youth ENDS use.
青少年使用电子烟的人数增加恰逢 JUUL 的迅速崛起，这促使人们对这一领先品牌展开调查和诉讼。作为回应，JUUL 于 2018 年底停止销售甜味口味，随后于 2019 年 11 月停止销售薄荷口味。在 JUUL 停止销售薄荷口味前后，我们评估了州和国家层面的电子烟销售和价格。
分析了 2019 年 1 月至 2020 年 1 月期间佛罗里达州和美国便利店和食品店销售的电子烟产品的尼尔森零售销售数据，数据以 4 周为一个周期进行汇总。创建了标准单位。计算了 JUUL 停止销售薄荷口味前后，各品牌和口味的单位市场份额和增长率。计算了各品牌和产品类型内的平均价格。
2019 年 11 月 JUUL 停止销售薄荷口味后，其在美国和佛罗里达州的市场份额从 66%以上降至 37.1%（佛罗里达州）和 55.1%（美国）。2020 年 1 月，第二大受欢迎的品牌是 Puff Bar（佛罗里达州 15.0%）和 Vuse（美国 18.1%）。薄荷口味的市场份额下降，其他所有口味类别的份额增加，特别是薄荷醇和概念口味。佛罗里达州的电子烟总销量增加，但美国的销量下降。电子烟设备的平均价格下降。
虽然 JUUL 的行动导致其销售额下降，但 Puff Bar 等品牌崭露头角，薄荷醇和概念口味也有所增长。研究结果还表明，有影响力的品牌的行动如何在国家和州层面上不同地影响购买模式。
这些发现支持了越来越多的证据，即烟草行业的自我监管，在这种情况下，由领先的电子烟品牌选择性地去除某些口味，不足以减少电子烟的总销量，包括青少年更喜欢的调味产品。结果表明，薄荷 JUUL 烟弹下架后，品牌和口味发生了替代。了解电子烟市场对行业行动的反应，无论是在州还是国家层面，都可以为未来的监管和干预措施提供信息。这些发现还可以为预防和减少青少年使用电子烟提供参考。
