A4.5-1

Appendix 4.5

Evolution of Market Share in the E-Cigarette Market

Market Share in Tracked Channels A4.5-2

References A4.5-5

List of Figures

Figure A4.5-1 E-cigarette market share in tracked channels by brand, 2010–2014 A4.5-3

A. 2010 A4.5-3

B. 2011 A4.5-3

C. 2012 A4.5-4

D. 2013 A4.5-4

E. 2014 A4.5-5
A Report of the Surgeon General

A4.5-2 Appendix 4.5

Market Share in Tracked Channels

Figure A4.5-1 presents the change in market share 

for e-cigarettes sold in those retail stores (participating 

convenience, food, drug, and big-box stores) tracked by 

Nielsen. Market share, which is tracked per quarter for the 

year, is defined as the total sales dollars for a specific brand 

of e-cigarettes as a percentage of the total sales dollars for 

all e-cigarette products (including disposables, rechargeables, and e-liquid) in that quarter. An important caveat 

here is that the sales data in Figure A4.5-1 represent only 

sales of cigalikes and a small portion of tank systems that 

were sold in those retail stores tracked by Nielsen, which, 

according to a Wells Fargo Securities (2015) analyst’s estimate, were only about one-third of all e-cigarette sales in 

the United States.

 As Figure A4.5-1 demonstrates, the number of 

brands increased substantially between 2010 and 2014, 

consistent with the findings of Zhu and colleagues (2014). 

However, this may also reflect the increasing ability over 

time of commercial marketing research companies to 

more accurately capture new products. At the beginning 

of 2010, the market was highly concentrated, but between 

that time and mid-2012, the level of concentration 

declined, with a number of companies having significant 

market share in the latter period. With major industry 

consolidation starting in mid-2012 (Lorillard acquired 

blu in April 2012), however, the level of concentration has 

again increased and, by the end of 2014, the top five brands 

accounted for more than 85% of market share. In a short 

period of 4 years, the market leader changed multiple 

times, from Gamucci at the beginning of 2010 to NJOY, 

to 21st Century Smoke, to Mistic, back to NJOY, to blu, 

and finally to VUSE at the end of 2014. Note that the last 

two of the market leaders are brands owned by cigarette 

companies, Lorillard and Reynolds American, respectively. 

(In June 2015, Reynolds American acquired Lorillard and 

sold blu to ITG Brands, the U.S. arm of Imperial Tobacco.)
Evolution of Market Share in the E-Cigarette Market A4.5-3

E-Cigarette Use Among Youth and Young Adults

Figure A4.5-1 E-cigarette market share in tracked channels by brand, 2010–2014

A. 2010

B. 2011
A Report of the Surgeon General

A4.5-4 Appendix 4.5

C. 2012

D. 2013

Figure A4.5-1 Continued
Evolution of Market Share in the E-Cigarette Market A4.5-5

E-Cigarette Use Among Youth and Young Adults

E. 2014

Figure A4.5-1 Continued

Source: Figure created with data from Huang and Chaloupka (under review).

a“Other” includes unspecified brands.

b“Other” includes Elektro, Smoker’s One Choice, and unspecified brands.

c“Other” includes Elektro, Gamucci, Logic, and other unspecified brands.

d“Other” includes blu, Elektro, Gamucci, Logic, and other unspecified brands.

e“Other” includes blu, Elektro, Gamucci, Krave, Logic, and other unspecified brands.

f

“Other” includes Cigirex, Elektro, Finiti, Gamucci, Krave, Logic, Smoker’s One Choice, X Hale O2, and other unspecified brands.

g“Other” includes Cig2o, Cigalectric, Cigirex, Elektro, Finiti, Gamucci, Imperial, Krave, Logic, Nicotek, Smoker’s One Choice, X Hale 

O2, and other unspecified brands.

h“Other” includes Cig2o, Cigalectric, Cigirex, Elektro, Finiti, Gamucci, Green Smart Living, Imperial, Krave, Logic, Nicotek, Smoker’s 

One Choice, X Hale O2, and other unspecified brands.

i

“Other” includes Cig2o, Cigalectric, Cigirex, Elektro, Finiti, Green Smart Living, Imperial, Krave, Logic, Nicotek, Smoker’s One 

Choice, X Hale O2, and other unspecified brands.

j

“Other” includes Cig2o, Cigalectric, Cigirex, Elektro, Finiti, Green Smart Living, Imperial, Krave, Logic, Nicotek, Smoker’s One 

Choice, V2 Cigs, X Hale O2, and other unspecified brands.

k“Other” includes Cig2o, Cigalectric, Cigirex, Elektro, Finiti, Green Smart Living, Imperial, Krave, Logic, MarkTen, Nicotek, Smoker’s 

One Choice, V2 Cigs, VUSE, X Hale O2, and other unspecified brands.

l

“Other” includes Cig2o, Cigalectric, Cigirex, Finiti, Green Smart Living, Haus, Imperial, Krave, Logic, MarkTen, Nicotek, Smoker’s 

One Choice, V2 Cigs, VUSE, X Hale O2, Zoom, and other unspecified brands.

m“Other” includes Cig2o, Cigalectric, Cigirex, Elektro, Finiti, Green Smart Living, Haus, Imperial, Krave, Logic, MarkTen, Nicotek, 

Smoker’s One Choice, V2 Cigs, VUSE, X Hale O2, Zoom, and other unspecified brands.

References

Huang J, Chaloupka FJ. Rapidly Changing Electronic 

Nicotine Delivery Systems (ENDS) Market (working 

paper). Chicago (IL): University of Illinois at Chicago, 

under review. 

Wells Fargo Securities. Tobacco Talk: Independent Vapor 

Mfr. Survey: More Bullish Than Retailers—Suggesting 

Vapor Growth Remains Robust. Equity Research. San 

Francisco (CA): Wells Fargo Securities, January 23, 2015. 

Zhu SH, Sun JY, Bonnevie E, Cummins SE, Gamst A, Yin 

L, Lee M. Four hundred and sixty brands of e-cigarettes 

and counting: implications for product regulation. 

Tobacco Control 2014;23(Suppl 3):iii3–iii9.