JUUL revealed as number one pod system in less than a year
The latest data from IRI for June shows that JUUL is the number one closed vaping brand after only eight months in the UK market.*
Launched in traditional retail in November with Sainsbury’s, the brand has secured key listings in a number of retailers and now has a 6.8% share of the total vaping market in traditional retail and 36.8% of sales of the top four closed pod systems (JUUL, myBlu, Vype Epen3 and Logic Compact).
John Patterson, Sales Director for JUUL Labs, comments: “Closed Pod systems now account for almost 20% of the total vaping market in traditional retail and continue to be the driving force behind the category with over 12% like-for-like sales growth in the past month. This follows continuous growth since the beginning of the year while open system sales actually fell by over 2% in June”
JUUL is driving the growth with a 27% uplift in June sales compared to May and is the only major pod brand to have achieved double-digit sales growth every month this year.
Despite market trends Patterson worries that independent retailers’ vape fixtures do not reflect customer demand. “Convenience and impulse outlets are still some way behind the market in terms of product offering. In fairness, this is not necessarily of their own doing as their traditional wholesalers have been slow to embrace vaping products; a lack of impartial category advice and they have been seduced by slow-selling, high-margin products. Despite having 45% of the tobacco category in terms of sales they have less than 10% of vape sales which presents them with a massive opportunity. At least 20% of a retailer’s vape fixture should be allocated to closed pod systems and key brands should have major visibility within the fixture. JUUL is now the market leader in closed pod systems making it a must stock for any retailers offering vaping products.”
JUUL devices use patented JUULpods nicotine salts to replicate the nicotine delivery of cigarettes and JUULpods are available in two nicotine strengths (18mg/ml and 9mg/ml) and a range of adult-oriented flavours (Golden Tobacco, Glacier Mint, Mango Nectar, Royal Creme, Apple Orchard and Alpine Berry) to offer adult smokers a choice in their switching journey.
The company has also recently embarked on an extensive consumer advertising campaign across ten major UK cities featuring real life JUUL users who successfully switched to JUUL from combustible cigarettes.
Retailers interested in stocking the JUUL range should call 0808 164 1301 or email firstname.lastname@example.org. More information on JUUL products can be found at juul.co.uk
NB: JUUL Labs classify the closed pod market as click and go devices: JUUL, MyBlu, Vype Epen3 and Logic Compact
*IRI Total Market Report Month Ending 02/06/2019