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Member Research & Reports

Member Research & Reports

NYU: Electronic Cigarette Marketplace Trends in the U.S. from 2010-2016

A new study by Dr. Jennifer Cantrell, associate research professor with New York University College of Global Public Health, was published in Nicotine Tobacco Research titled “History and Current Trends in the Electronic Cigarette Retail Marketplace in the United States: 2010-2016.”

Electronic nicotine delivery systems (ENDS) entered the U.S. market in 2006–2007, primarily through online retailers. Within the last decade, the ENDS industry has grown and diversified to include a variety of devices that allow users to inhale an aerosol containing nicotine, flavoring, and other potentially harmful substances. There is limited published evidence examining changes in the ENDS marketplace prior to the U.S. Food and Drug Administration’s (FDA’s) deeming rule in 2016 to extend its regulatory authority to ENDS products. This study aims to fill the gap by describing U.S. ENDS retail market trends from 2010 to 2016.

Utilizing national data obtained from Nielsen retail scanners, this study examines dollar sales, volume, price, brand, and flavor for five product types: (1) disposables, (2) rechargeables, (3) cartridge replacements, (4) e-liquid bottle refills, and (5) specialty vapor products. Findings show strong early growth in the ENDS retail market followed by considerable slowing over time, despite a slight uptick in 2016. Trends reflect shifts to flavored products, newer generation “open-system” devices, lower prices, and tobacco industry brands.

This study provides a baseline against which to compare the impact of FDA’s 2016 deeming rule and future actions on the ENDS marketplace. Understanding historical market trends is valuable in assessing how future regulatory efforts and advances in ENDS technology may impact industry response and consumer uptake and use.

Read Dr. Cantrell’s paper