E-cigarette market share in the United States in 2023, by brand

Vuse was the leading e-cigarette brand in the United States in 2023, capturing 38.5 percent of the e-cigarette market in that year. Juul came in second place, with close to 28 percent market share.
Vuse is manufactured by Reynolds American Tobacco, while Juul was introduced to the U.S. e-cigarette market in 2015 by a start-up, Pax Labs, but the brand quickly overtook longtime tobacco industry giants and became one of the market leaders. Altria Group bought a 35 percent stake in the company in 2018. 

E-cigarette market in the U.S.

Electronic cigarettes were developed as an alternative to combustible tobacco and gained appeal in the United States as a growing proportion of smokers sought to quit. In fact, the total number of cigarettes sold in the United States has been steadily declining over the years. As consumers switched to smokeless tobacco, revenue of the electronic cigarettes industry reached approximately 8.27 billion U.S. dollars in 2023 in the United States. 

E-cigarette consumption

Consumption of e-cigarettes gained the most popularity among young people in the United States. In a survey conducted in 2021, nearly 45 percent of e-cigarette users were between the ages of 18 and 34, and a vast majority of middle school and high school students reported using e-cigarettes as their first tobacco product.