Juul Labs

A report from Reuters reveals that illegal, unauthorized vapes in the U.S. accounted for a staggering $2.4 billion in sales in 2024. While this amount is concerning on its own, it’s likely a substantial underestimate of the true number. Juul Labs’ analysis of similar Circana data puts that estimate closer to $3.1 billion in 2024. And that’s just in the physical brick-and-mortar channels that Circana tracks (food / drug / mass merchandise / chain convenience / a few independent retailers). When factoring in all channels through which people are purchasing vapes (e.g. adding independent retailers / vape shops / online retailers / other specialty retailers) we estimate the total size of the illegal market is closer to $9 billion annually, representing at least 60% of the U.S. e-vapor category.? ? Whatever the precise market share, there is no question that the unchecked growth of illegal products undermines U.S. regulatory efforts and puts consumer safety at risk. These products circumvent FDA’s authorization process and avoid crucial health and quality checks designed to protect the public. By comparison, U.S.-based manufacturers have spent billions of dollars investing in high quality and rigorously-tested devices and liquids. To date, FDA has only authorized 34 tobacco- or menthol-flavored vape products, despite the millions of smoke-free alternatives that have submitted applications. Adult Americans who smoke deserve a broad array of scientifically-validated, appealing alternatives to cigarettes, not illegal products that have been smuggled into the country with no oversight of their quality or safety which FDA has stated may be associated with a greater public health risk (see, 89 Fed. Reg., August 16, 2024, at 66647). ? https://lnkd.in/gPFgRzMg

The The New York Times recently carried an op-ed by Maia Szalavitz that lays out in detail the essential role smoke-free alternatives like vapor products and oral nicotine pouches can play in helping adult smokers transition away from cigarettes and, in doing so, improving public health. The piece provides an excellent overview of the current body of science and highlights the enormous and urgent opportunity to fully eliminate deadly combustible cigarette use in America once and for all. Indeed, the only aspect we take issue with is the author’s contention that “regulators may need to accept that wider access to vaping could mean more young people use these products.” Americans neither should nor must accept high youth vaping rates as the cost of making alternatives available to adult smokers. Over the past five years, the U.S. has cut underage vaping rates to the lowest level in more than a decade – among all middle school and high school students combined, 5.9% report current e-cigarette use. Underage use of JUUL products, specifically, is down by more than 98% over that period, to now less than one-half of one percent of all middle and high school students. And while underage vaping rates have been going down, Juul estimates that over two million adults who smoke have completely transitioned away from combustible cigarettes with JUUL products in the U.S. This balance of combating underage use while preserving adult access was achieved through common sense policymaking that raised the legal age of purchase to 21 nationally and in many states, as well as stepped-up enforcement of ID checks at retail. Additional interventions at retail, such as automated age verification for all tobacco and nicotine products, can continue to reduce underage access while preserving adults’ freedom to choose among a variety of alternatives to combustible cigarettes. This can and should include access to regulated flavored smoke-free nicotine products, which multiple studies have shown can play an important role in helping adult smokers transition away from combustibles. Like all tobacco and nicotine products, flavored products must be scientifically-validated and FDA-authorized before coming to the market. We would encourage everyone to read this piece, which we hope will contribute to a much needed public dialogue about the path toward ending the era of the combustible cigarette in American life. As Szalavitz writes: “What Americans really need is access to safer products. Controversially, this will require approving more vapes and oral nicotine products, and making them more affordable than cigarettes via sales taxes. It will also mean aggressively communicating to the public that what kills smokers is primarily smoking itself, not nicotine.” https://lnkd.in/gfiB7nvd

Juul Labs released a statement today on the proposed rule to cap nicotine in cigarettes: The FDA’s 2017 Comprehensive Plan laid out a powerful roadmap for reducing smoking rates in America and the associated premature death and disease caused by combustible cigarettes. That Plan was based on three key pillars: 1: Fostering a marketplace of authorized, legal, smoke-free nicotine delivery products such as e-cigarettes as an alternative for Americans who smoke to transition away from cigarettes. 2: Addressing the rampant misinformation around nicotine itself, giving Americans who smoke full and accurate information around the public health benefits of switching away from combusted cigarettes to potentially less harmful nicotine delivery products. 3: Reducing the addictiveness, accessibility and appeal of deadly combustible cigarettes. Today’s?proposed rule?takes an important step forward on the third pillar of the strategy. Now, the FDA has the opportunity and responsibility to accelerate progress on the other aspects of the 2017 Plan. One important step in this effort will be to secure our borders and stem the flow of illegal, Chinese vapor products that are flooding the U.S. market. https://lnkd.in/eqx4R6kg

At Juul Labs, our mission is to help the world’s one billion adult smokers transition completely away from combustible cigarettes, end their use, and combat underage use of our products. Given this mission, we appreciate the US Surgeon General’s report this week, which spotlighted not only the overall persistence of combustible cigarette use in the US and the fact that it continues to lead to the premature death of 490,000 Americans each year, but also the well-known and disparate impacts of smoking among various communities.

We are delighted to announce the appointment of Melissa W. as Juul Labs Inc.’s new Managing Director. Melissa brings with her a wealth of experience, most recently serving as Chief Commercial Officer at Stonegate Group and having held other senior positions at prominent national and global brands. In her new role, Melissa will oversee all of Juul Labs Inc.’s commercial activities in the UK and international markets, as we continue to drive our mission to transition the world’s 1 billion adult smokers away from cigarettes, eliminate their use, and combat underage usage of our products. Commenting on her appointment, Melissa said: “Joining Juul Labs as its new Managing Director is an exciting opportunity to contribute to the company’s bold vision for the future – one where long-term success is achieved through responsible innovation and investment in high-quality, scientifically-supported products.” “I look forward to advancing Juul’s commercial objectives across this rapidly changing industry to ensure we are delivering the best possible alternatives for adult smokers, whilst taking serious action to prevent underage access to and appeal of our products.” https://lnkd.in/gSWUYige

At the recent FDA Public Meeting entitled, “Advancing Smoking Cessation: FDA and NIH Priorities,” Juul Labs’ Vice President of U.S. Regulatory Affairs, Robyn Gougelet, delivered remarks addressing the important question of how to spur meaningful innovation to end smoking in the United States. “Ending smoking requires an all-of-the-above approach. This includes increasing access to proven pharmacotherapies, new medicinal options, behavioral support, and access to products that deliver nicotine without smoke regulated by the Center for Tobacco Products.” You can read her full remarks here: https://lnkd.in/g55UADcj

Great work by the Product and Science team. Congratulations on the latest publication in Contributions to Tobacco & Nicotine Research.

A huge congratulations to Juul Labs’ Holli Erskine and Patricia Barry, Top Women in Convenience winners presented by Convenience Store News!? Our entire company is incredibly grateful for your dedication, diligence, and excellence in pursuit of our mission - to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products. And we are all honored to work alongside you every day. Congratulations to all honorees for your immense contribution and recognition as exemplary leaders industrywide.

Insightful article by Robyn Gougelet, Juul Labs VP of US Regulatory Affairs

Juul Labs CEO, K.C. Crosthwaite, delivered a keynote address at the 2024 GTNF Conferences. The theme of this year’s conference, responsible innovation, served as an appropriate anchor to highlight the importance of technology and science for the advancement of tobacco harm reduction. Watch the full address or read the remarks: https://lnkd.in/g9xWfEwi