NJOY, one of the world’s largest independent e-cigarette and vaping company, announced that its new NJOY vaping product line captured the No. 1 rank for U.S. retail vaping sales according to IRI.
IRI’s Multi-Outlet data measurement combines both accessories and e-liquids during the most recent four-week period ending Oct. 5, 2014. NJOY’s vaping product line saw an increase of 64.8% and now makes up 23.7% of revenue in the U.S. vaping category. IRI’s Multi-Outlet data contains sales figures within food, drug, mass merchandise, and convenience store trade classes.
Thanks in large part to the push from NJOY, the entire vaping category saw double-digit growth in IRI data in each of the last three four-week periods. NJOY alone accounted for 85% of the segment growth during the past two periods. NJOY attributes their rapid growth in the vaping segment to its unique adult oriented flavor offerings, flexible promotional support, and educational resources. NJOY recently launched the website HowToNJOYvaping.com to provide essential education to retail partners and Adult smokers alike.
“The recently released IRI data supports our belief that adult smoking consumers are quickly discovering the satisfaction that comes from vaping in comparison to traditional, combustible cigarettes,” said Vito Maurici, NJOY’s senior vice president of sales. “We are pleased to deliver vaping products that adult consumers like while supporting our valued retailers and wholesalers with robust margins and volume gains.”