Data Insights

New Research Continues To Provide Data Regarding The Impact JUUL Products Have On Smokers Trying To Switch From Combustible Cigarettes

Two new survey-based behavioral studies conducted by the Centre for Substance Use Research of both online and retail customers, indicate JUUL products are helping adult smokers switch from combustible cigarettes.

Two new survey-based behavioral studies conducted by the Centre for Substance Use Research (CSUR), an independent, UK-based research center, of both online and retail customers, indicate JUUL products are helping adult smokers switch from combustible cigarettes.

The first survey sampled 7,633 adult smokers who purchased JUUL Starter Kits through JUUL.com, the Company’s ecommerce platform. 40.3 percent of the 5,012 participants who responded to a 90-day follow-up had reported completely switching from combustible cigarettes for at least the last 30 days. Total cigarette consumption among those participants decreased 56 percent, from roughly 1.37 million cigarettes in the 30 days prior to the study, to roughly 600,000 cigarettes in the 30 days prior to the 3-month assessment.

The second survey sampled 7,823 adult smokers who purchased JUUL Starter Kits in retail outlets. 56.4 percent of the 4,260 participants who responded to a 90-day follow-up had reported completely switching from combustible cigarettes for at least the last 30 days. Cigarette intake from 3,833 participants who gave detailed information on smoking habits declined 79 percent, from 970,000 to 210,000 per month. In-depth analyses of the data from both the retail and ecommerce samples have been submitted by CSUR to a medical journal for peer review.

Most of the variation in the switching rates between the two studies was accounted for by differences in the two samples on key demographics, smoking history, and user intent.  After statistical adjustment to align these key demographics, the differences were small. Therefore, a closer look at comparable demographics shows aligning rates.

For example, heavy smokers, those smoking 10 or more cigarettes per day, experienced switching rates of more than 30 percent in both surveys. Light smokers, consuming less than 10 cigarettes per day, with no intent to switch, showed switching rates over 50 percent in both the retail and e-commerce survey.

“These results support the notion that JUUL offers a real alternative to adult smokers looking to switch from combustible cigarettes, which remain the number one cause of preventable death worldwide,” said Kevin Burns, Chief Executive Officer of JUUL Labs.  “We are steadfast in our commitment to fund clinical and behavioral research to add to the growing body of scientific evidence regarding vapor technology.”

The e-commerce and retail studies evaluated the frequency of an individuals’ cigarette smoking across a 3-month period to gauge whether or not adults who purchased the JUUL device switched from combustible cigarettes.

The Latest Data:


About the Surveys:

JUUL Labs commissioned CSUR to independently design, administer, and analyze the results for both the e-commerce and retail surveys. The primary outcome measure of the study, switching, was defined as not having smoked cigarettes, not even a puff, in the past 30 days. The secondary outcome measure was the change in the total number of cigarettes smoked by participants in the 30 days prior to each assessment compared to the total number of cigarettes smoked in the 30 days prior to the baseline assessment.

For the e-commerce survey, invitations to complete an online survey about the use of cigarettes, JUUL products, and other e-cigarettes and vapor products were sent to approximately 37,536 U.S. adults aged 21 years and older who had recently purchased the JUUL Starter Kit from the Company’s website and consented to be contacted by JUUL Labs.

For the retail survey, invitations to complete an online survey were inserted into the packaging of JUUL Starter Kits, which were then distributed at random to approximately 10,000 licensed store retailers. The first 7,823 who qualified for the study were enrolled.