The giant of the American e-cigarette Juul would he be recovering from the hair of the beast? And everything points to believe it! Indeed, weeks after Juul voluntarily stopped selling part of his flavored pods, sales rebounded even breaking records!
Several weeks after Juul, the American giant of vaping has voluntarily stopped selling part of its flavored pods, sales have rebounded in a surprising way. In reality, sales ultimately surpassed previous records, according to new research from the American Cancer Society.
« When companies are able to make these decisions for themselves, they are theoretically listening to consumers, but they are actually making decisions that are good for the bottom line of the business, while a regulator is able to make a radical decision that can serve public health interests ", Said the principal investigator Alex Liber, principal scientist at the AEC.
As a reminder, in 2018, the FDA (Food and Drug Administration) from the United States lobbied e-cigarette manufacturers to stop selling most flavored products. Following Juul's acceptance, consumers simply switched to menthol or tobacco pods, which remained available.
Between 2017 and 2018, sales of Juul's “fruity” pods went from 13% of sales, or $ 10,2 million per month, to 33% of sales, or $ 96,5 million. These “fruity” pods have Briefly surpassed menthol as the best-selling category in October 2018, while “tobacco” pods went from 39,7% to 16,6% of sales.
Juul's voluntary decision to remove “fruity” pods in November 2018 resulted in sales of pods falling to 9%, or $ 30,5 million, in April 2019. But at the same time, flavor sales menthol and mint rose - from 33% of sales, or $ 95,5 million, to 62,5%, or $ 209,5 million, according to the researchers.
According to the recent study, Juul captured approximately 90% of the growth in tobacco, mint and menthol pod sales. Its overall sales increased more than in any other 12 week period.