Total U.S. retail sales of e-cigarettes amounted to 3.8 billion U.S. dollars in 2018. The convenience store channel accounted for a little over two-thirds of total category sales with 2.6 billion U.S. dollars. An emerging leader in the e-cigarettes market is Juul, a brand produced by Pax Labs, which gained a lot of popularity among young people, and which controlled 42 percent share of e-cigarette dollar sales in 2020.
The usage frequency of e-cigarettes is especially high among younger age groups. In a survey conducted in October 2019 in the United States, around a quarter of those aged 18 to 29 years old reported using e-cigarettes, compared to only 3 percent of older adults. The e-smoking devices also made their way to high school: approximately 21 percent of high school students reported having used e-cigarettes in 2018, a share that has steadily increased over the years. These numbers show that e-cigarette use has surpassed the current use of every other tobacco category at schools. When consumers were asked what reasons motivated them to try e-smoking, some 39 percent of respondents indicated to favor the ability to being able to smoke inside.