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Vaping market share in the United States in 2020, by brand

Juul accounted for 63 percent of all U.S. nicotine vaping sales in 2020, making it the largest nicotine vaping brand in the United States by far. Accounting for about a quarter of that year's dollar sales, Vuse stood in second place.

Leading smoking products

There are various smoking products on the market today, including electronic smoking devices and chewing tobacco/snuff. Despite the many options, cigarettes were still unequivocally the most popular type of smokable in the United States in 2019. The top product generated sales of over 12 billion U.S. dollars that year. Cigar dollar sales, by comparison, amounted to some 400 million U.S. dollars.

Brands and companies

Marlboro, the potentially most famous tobacco brand, had a brand value of over 30 billion U.S. dollars in 2020, making it by far the most valuable tobacco brand in the world that year. Marlboro, one of the leading tobacco companies, is owned by Philip Morris International, which made roughly 30 billion U.S. dollars of net sales one year earlier. Generating close to 35 billion U.S. dollars’ worth of net sales, British American Tobacco, which owns big brands such as Camel, Kent, Lucky Strike, and Pall Mall, was the leading tobacco company in 2019.

Dollar share of nicotine vaping sales in the United States in 2020, by brand*

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Release date

August 2020


United States

Survey time period

52 weeks ended June 13, 2020

Supplementary notes

*Convenience store channel sales

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Statistics on "Tobacco Products in the U.S."

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