The supply of electronic cigarettes has quadrupled in one year in the United States

Truth Initiative's retail sales analysis indicates that the number of e-cigarettes placed on the market in the United States increased sharply between June 2021 and June 2022, in defiance of prior regulatory approvals.

Based on retail sales estimates produced by NielsenIQ based on the number of unique barcodes affixed to packages, the Truth Initiative has counted the number of e-cigarette brands launched on the U.S. market.[1]This number thus jumped from 453 in June 2021 to 2,023 in June 2022, an increase of 446 % in a single year.

Source: Truth Initiative

Most of these products were introduced to the market without a pre-marketing application (PMTA) to the Food and Drug Administration (FDA) which, despite its efforts, is struggling to catch up on its review backlog. The sales curve obtained shows that many of these products were introduced before and just after the deadline set by the FDA to file pre-marketing applications, in September 2022. The massive arrival of new products also has the consequence of overwhelming the FDA a little more in its control missions.

FDA's Very Gradual Response to E-Cigarettes

Under pressure from public health stakeholders, the FDA significantly increased its efforts to process premarket applications in 2022 and increased the number of warnings sent to producers in irregular situations. Not being able to directly initiate legal proceedings, it transmitted to the Department of Justice in October 2022, Department of Justice (DOJ) several cases for criminal prosecution. Financial penalties were also imposed in January 2023 against four manufacturers. The vast majority of products in circulation, including those of the best-selling brands, are still awaiting processing, with only around thirty e-cigarettes having received formal authorization.

However, the FDA announced on February 24 a strategic action plan over five years for December 2023 which should allow it to regain control of this unbridled market. A market currently dominated by Vuse (distributed in the country by RJ Reynolds), but which could be reorganized with the recent acquisition of NJOY by Altria, a brand that will benefit from Altria's networks and commercial strength on the ground.

Keywords: electronic cigarette, FDA, PMTA, Altria.

©Tobacco Free Generation

M.F.

[1] Truth Initiative, E-cigarette products sold on the market quadruple in just one year, published March 15, 2023, accessed March 16, 2023.

National Committee Against Smoking |