U.S. e-cigarette recovery report during COVID 19
Vape sales growth slowed due to inventory restrictions and the outbreak of the US COVID pandemic in February due to China shutdown. According to Nielsen retail data, sales in the North American e-cigarette market increased by 3.3% year-on-year in March, sales fell 8.1% year-on-year, and prices fell 11%. Sales in the first quarter increased by 8.1% year-on-year, sales fell 6.0% year-on-year, and prices fell 13%. The overall sales performance reached the expectation. Although the overall industry growth has slowed, except for Juul, the industry growth is close to 40%, indicating that there is still great potential in industry demand, and addictive consumer products are relatively resistant to shocks.
The sales of JUUL are under pressure, and Vuse and NJOY are emerging. It can be seen that the sales volume of North American e-cigarette giant Juul continues to decline. Sales in the first quarter fell by about 17.8%, of which sales in March fell by 21.1%, the decline was slightly expanded, and the market share in March was 57.4%, compared with the previous one-year market share of 65.8%, down 8.4pct. Vuse and Njoy maintained a very strong growth momentum. Vuse sales in the first quarter were YOY + 72.8%, Njoy sales in the first quarter were YOY + 317%, and prices were relatively consistent. The Njoy portfolio price increased by 39.8% in the first quarter, maybe it is related to Njoy’s own adjustment of product structure (the sale of disposable fruit-flavored electronic cigarettes began in February this year).
Summary: The overseas epidemic has caused a certain delay in the growth of the industry, but Smoore’s major overseas customers (Vuse, Njoy) continue to maintain a growth rate far beyond the industry, and the demand for orders is full.