JUUL says they are trying to reach adult smokers who want to quit combustible tobacco. These efforts appear to largely be unsuccessful – research from Truth Initiative shows that few adult smokers are using the product and even fewer are using it as a way to quit smoking.
Of the 15% of adult tobacco users who have tried JUUL, only about one-third used the product as a way to quit, according to the study published in Tobacco Control. Nearly as many — 32% — reported that they used JUUL because family, friends or colleagues use it.