The United States carries half of the global e-cigarette market, and its market is worthy of attention.
LAFI obtained some data from Haiwai.com
hich can provide an overview of the US market. Although the European market has developed rapidly in the past two years, the US market still occupies a considerable proportion. For example, according to Statista’s forecast, the revenue of the European electronic atomization market segment will reach 10.26 billion US dollars in 2023; but the US market will reach 9 billion US dollars in 2022 alone. It can be seen that in 2023, the US and European markets will still be the core.
1. The monthly sales volume is astonishing, with an increase of nearly 50% in three years.
Compared with some countries, which only sell 10 million units a year, the United States reaches this standard in a month.
According to the US CDC (Centers for Disease Control and Prevention) data, the sales of electronic atomization in the United States increased from 15.5 million in January 2020 to 22.7 million in December 2022, an increase of nearly 50% in three years, and one-time sales exceeded bomb type. By the end of 2022, the sales of disposable electronic atomization in the US market will account for more than half.
Moreover, in December 2022, the disposable market will be dominated by mint and other flavors, accounting for 79.6%; sales of tobacco flavor and mint flavor will account for 4.3% and 3.6% respectively. In terms of categories, from January 2020 to December 2022, the sales volume of pod-changing cigarettes dropped from 75.2% to 48.0%, and the proportion of one-time sales increased from 24.7% to 51.8%, surpassing pod-changing cigarettes. Among them, non-tobacco flavors have the fastest growth in sales; mint flavors dominate the prefilled pod market, and fruit and candy flavors dominate the disposable market. Flavors include Fruit, Clove/Spice, Candy/Sweet and Chocolate.
In terms of major brands, in the past four weeks as of December 25, 2022, the top five brands were VUSE, JUUL, ELFBAR, NJOY, and Breeze Smoke. Among them, Elf Bar became the best-selling disposable brand in the United States. The Elf Bar is now sold as EBDESIGN in the US. But in the data at the beginning of 2022, 14.5% of people said that the commonly used brand was Puff Bar, followed by Vuse (12.5%), Hyde (5.5%) and SMOK (4.0%). This has clearly changed.
2, the number of brands has increased sharply.
The number of brands in the market shows the degree of competition in the market. At present, there are nearly 300 electronic atomization brands in the United States.
According to data from the United States (CDC), the total number of e-cigarette brands in the United States continues to grow. From January 2020 to December 2022, the total number of e-cigarette brands in the US market increased by 46.2%, from 184 to 269. In 2 years, it has attracted half the number of brands to enter.
3. Millions of dollars in monthly sales.
Vaping sales are down on a monthly basis due to heightened regulation in the U.S., but may not actually be down.
According to the US CDC data on sales, the data shows that from May 2022 to December 2022, the total sales of electronic atomization in the United States will drop by 12.3%, but compared with the beginning of 2020, the sales are still millions of dollars higher. In this regard, the CDC attributed the decline in sales to multiple factors, including efforts by the health department to regulate e-cigarette sales, as well as other factors such as “a one-time surge in the number of large puffs”, while this data is limited to traditional brick-and-mortar retailers. Sales performance, it is possible that sales did not actually decline, but were transferred to other channels, such as online orders and vaping specialty stores that are not included in the company’s sales data.
In this way, the U.S. market is not limited to brick-and-mortar retail.
4. High penetration rate.
Among global smokers, the penetration rate of electronic atomization in Europe and the United States is in the range of 10-30%, while that in my country is only about 3%.
Especially in the United States and Europe, the penetration rate of electronic atomization is very high. According to a report, in terms of market penetration rate, the global electronic atomization penetration rate is expected to reach 7.3% in 2022. Among them, the US penetration rate is expected to reach 30%, followed by the UK at 27.6%. The European market is dominated by France and Italy. Leading the way are 17.5% and 11.5% respectively.
According to statistics in 2020, the penetration rate of electronic atomization among adults in the United States is about 19.6%, that is, about 4.9 million adults use electronic atomization. The current estimated number of vaping users in the United States is 11.1 million.
5. The channels of convenience stores are amazing.
According to data from IRI, a Chicago-based market research company, sales of vaping in U.S. convenience stores will reach $6.93 billion in 2022, an increase of 9.3%. The sales volume of the product reached 438 million pieces, and the average customer price was US$15.82. According to the market size of nearly 10 billion US dollars in the United States, convenience stores account for nearly 7 billion. It can be seen that a large number of channel models in the United States are in convenience stores.
Based on this model of convenience stores, many convenience store distributors in the United States are expanding electronic atomization. A dealer named RACE TRAC holds more than 500 convenience store resources. Moreover, the popularity of the convenience store model is based on the fact that many consumers choose electronic atomization under inflation, especially in the United States.
