E-CIGARETTES
CATEGORY INSIGHTS: E-Cigarettes E-cigarette dollar sales are showing double-digit growth vs. a year ago. The top two manufacturers — Reynolds American Inc. with its Vuse brand, and Fontem US Inc. with its blu brand — captured almost 75 percent of sales in the 52 weeks ended June 30. DOLLARS
% CHANGE
SHARE
Total E-Cigarettes
$614,746,608
33.7%
100%
Reynolds American Inc.
$349,593,738
29.0%
56.9%
Fontem US Inc.
$109,274,158
23.9%
17.8%
Nu Mark LLC
$86,665,949
72.5%
14.1%
JTI-Japan Tobacco International
$22,551,448
-24.3%
3.7%
National Tobacco Co.
$8,773,040
-18.3%
1.4%
Sottera Inc.
$2,879,985
16.9%
0.5%
$35,008,290
100.0%
5.7%
All Other
Dollar & Unit Share vs. Year Ago Reynolds American currently surpasses the other e-cigarette manufacturers by holding more than half of the segment’s dollar share. E-cigarette unit share numbers pretty much mirror the dollar share stats in the segment, and clearly show that e-cigs are making a very strong comeback in the convenience channel. DOLLAR SHARE CHANGE VS. YEAR AGO
UNIT SHARE CHANGE VS. YEAR AGO
29.0%
Reynolds American Inc.
Reynolds American Inc.
23.9%
Fontem US Inc.
Fontem US Inc. 72.5%
Nu Mark LLC
8.3% 55.4%
Nu Mark LLC
JTI-Japan Tobacco International
-24.3%
JTI-Japan Tobacco International
National Tobacco Co.
-18.3%
National Tobacco Co.
16.9%
Sottera Inc.
3.7%
-12.7% -20.8% 34.7%
Sottera Inc. 100%
All Other
84.5%
All Other
E-Cigarette Share by Region
Share of E-Cigarettes by Brand
The Northeast, West, Midwest and Southeast are all pretty evenly divided in share of the resurging e-cig category. Only the Southwest is lagging behind, having less than half the share of the other regions.
The top three brand families — Vuse, blu and MarkTen — are showing strong double-digit growth, and capturing over 88 percent of the segment’s dollars. Meanwhile, double-digit declines are being felt by Japan Tobacco International with its Logic brand, and National Tobacco Co. with its V2 brand.
Midwest
Northeast
Southeast
Southwest
DOLLAR SHARE
West
s UP
UNIT SHARE BRAND
24%
22%
21%
23%
10%
9%
24% 21%
24% 22%
Vuse blu MarkTen Logic V2 NJOY 21st Century
t DOWN
— FLAT
MANUFACTURER
Reynolds American Inc. Fontem US Inc. Nu Mark LLC JTI-Japan Tobacco International National Tobacco Co. Sottera Inc. CB Distributors Inc.
RANK
TREND
SHARE OF SEGMENT
1 2 3
s s s
56.9% 17.8% 14.1%
4 5 6 7
t t s s
3.7% 1.4% 0.5% 0.2%
Source: C-Metrics, 52 weeks ending 6/30/2018 C-Metrics is a projected convenience channel database for warehouse-delivered products
AUG
20 1 8
Guide to Tobacco
23