IRI: NJOY Tops U.S. Retail Vaping Sales

SCOTTSDALE, Ariz. -- NJOY has secured the top spot for U.S. retail vaping sales after generating a nearly 65-percent sales increase in the four-week period ended Oct. 5, according to market research firm IRI.

The Scottsdale, Ariz.-based electronic cigarette and vaping company's product portfolio now comprises 23.7 percent of revenue in the category, IRI's Multi-Outlet data measurement shows. This data contains sales figures within the food, drug, mass merchandise and convenience store trade classes.

NJOY's vaping portfolio has realized double-digit growth in each of the last three four-week periods, and accounted for 85 percent of the segment growth during the past two periods, according to IRI figures.

The company, which recently launched a line of vape kits and e-liquids in addition to its rechargeable and disposable e-cigarettes, attributes its performance to its "unique, adult-oriented flavor offerings, flexible promotional support and educational resources."

“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.”

NJOY products are currently available in stores nationwide, and are also sold internationally in the United Kingdom, France, Spain and Germany.