Table 2.
Proportion of unit sales of e-cigarettes sold in the U.S. from 2013–2018, by nicotine concentration, flavor, product type, and top brands.
| 2013 Units/ % Unit Share | 2014 Units/ % Unit Share | 2015 Units/ % Unit Share | 2016 Units/ % Unit Share | 2017 Units/ % Unit Share | 2018 Units/ % Unit Share | |
|---|---|---|---|---|---|---|
| Total (in millions) | 129.4 | 157.0 | 173.4 | 203.0 | 290.3 | 365.3 |
| Nicotine concentration | ||||||
| 0% | 1.0% | 0.4% | 0.3% | 0.1% | 0.0% | 0.0% |
| 0– < 1% | 1.4% | 1.1% | 0.4% | 0.2% | 0.2% | 0.2% |
| 1– < 2% | 54.1% | 33.9% | 21.1% | 12.5% | 6.6% | 6.9% |
| 2– < 3% | 25.8% | 28.0% | 27.7% | 28.1% | 22.4% | 11.4% |
| 3– < 4% | 4.4% | 6.3% | 2.1% | 10.1% | 15.8% | 4.9% |
| 4– < 5% | 10.3% | 26.5% | 45.2% | 42.3% | 23.9% | 9.0% |
| 5–6% | 0.0% | 0.0% | 0.7% | 5.8% | 30.5% | 67.2% |
| Devices / Missing | 3.0% | 3.7% | 2.6% | 1.1% | 0.5% | 0.4% |
| Flavor | ||||||
| Tobacco | 36.8% | 40.6% | 41.6% | 33.4% | 27.0% | 14.2% |
| Menthol/Mint | 35.3% | 36.2% | 37.8% | 38.8% | 37.6% | 37.6% |
| Fruit | 5.1% | 5.5% | 6.9% | 9.4% | 15.9% | 30.7% |
| Candy/Sweet | 2.5% | 2.2% | 3.7% | 7.4% | 8.5% | 5.7% |
| Beverages | 0.8% | 0.6% | 1.3% | 1.8% | 0.7% | 0.3% |
| Other Flavors | 3.1% | 2.9% | 1.7% | 1.7% | 3.9% | 7.0% |
| Devices / Not Stated | 16.4% | 12.0% | 6.9% | 7.6% | 6.4% | 5.0% |
| Product Type | ||||||
| Disposable | 40.0% | 21.2% | 12.0% | 9.4% | 6.8% | 2.9% |
| Rechargeable | 60.0% | 78.8% | 88.0% | 90.6% | 93.2% | 97.1% |
| Brand | ||||||
| JUUL | - | - | 0.7% | 5.8% | 30.4% | 67.2% |
| Vuse | 0.8% | 23.1% | 43.6% | 41.6% | 29.6% | 13.5% |
| MarkTen | 0.4% | 8.0% | 7.7% | 17.0% | 17.3% | 8.3% |
| Blu | 36.1% | 21.8% | 13.4% | 11.5% | 8.6% | 3.2% |
| Logic | 13.1% | 15.9% | 14.3% | 11.7% | 7.4% | 3.9% |
| NJOY | 17.2% | 5.5% | 3.2% | 2.7% | 1.6% | 1.0% |
| 21 st Century Smoke | 7.5% | 4.3% | 2.9% | 2.1% | 1.3% | 0.4% |
| Finiti/Fin | 6.0% | 4.2% | 2.3% | 1.0% | 0.2% | 0.0% |
| All others | 19.0% | 17.1% | 11.9% | 6.7% | 3.6% | 2.6% |