E-cigarette market share in U.S. C-stores 2017, by brand

In 2017, Juul accounted for approximately 40.6 percent of e-cigarette sales in U.S. C-stores for the 52 weeks ended on December 16, 2017. Total C-store sales of e-cigarettes in the United States amounted to about 133 million U.S. dollars that period.

U.S. E-cigarette market

An electronic cigarette is a device with a small battery, atomizer and inhaler which provides the same sensation as tobacco smoking without the inhalation of smoke. The device is filled with nicotine liquid that is heated into vapor for inhalation and is considered less harmful than traditional cigarettes. The U.S. electronic cigarette market is segmented by product type, flavor, and distribution channel. Products include various disposable, rechargeable and modular e-cigarettes; flavors range from fruity to chocolate and beyond; e-cigarettes are distributed through convenience stores, specialized shops, supermarkets, and online. Total e-cigarette sales in the United States amounted to 3.6 billion U.S. dollars in 2018. Juul, was founded in the United States and has become the most popular e-cigarette brand in the country. E-cigarettes have also become prevalent among adolescents. The percentage of high school students in the United States using e-cigarettes rose to 20.8 percent in 2018. Furthermore, e-cigarette brands have deliberately targeted adolescents in marketing campaigns. This has sparked a debate over whether the product should be marketed to youth; 52 percent of Americans who thought teenagers are using e-cigarettes supported a total ban on the product.