Online Program

Rapid rise of electronic cigarettes: Public health and policy implications

Tuesday, November 5, 2013 : 11:10 a.m. - 11:30 a.m.

Jidong Huang, PhD, Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Frank J. Chaloupka, PhD, Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Sherry Emery, PhD, MBA, Institute for Health Research and Policy - Health Media Collaboratory, University of Illinois at Chicago, Chicago, IL
Background: While there have been many discussions of e-cigarettes in mass media, little is known about the diffusion and penetration of e-cigarettes in the U.S. and the factors that contributed to it.

Methods: Quarterly and market-level store scanner data from Nielsen were examined for the period 2010 - 2011. Types of stores in the analysis include food, drug, and mass stores, as well as convenience stores. Sales volume, average price, and major brands of e-cigarettes, as well as promotional expenditures, were analyzed.

Results: The sales volume of e-cigarettes increased from less than 10 million pieces in the first quarter of 2010 to more than 300 million pieces in the fourth quarter of 2011. The average price per piece dropped from $35 to $23 in the same period. The rise of e-cigarette sales in 2010 were entirely attributed to the increased sales in convenience stores. The increase in sales in the last two quarters of 2011, however, was driven primarily by sales in food, drug, and big box stores. The number of markets sold e-cigarettes increased from 11 markets to 41 markets in the two-year period. The number of e-cigarette brands with significant market shares also increased from a couple to more than a dozen during the same period.

Conclusions: E-cigarettes have experienced significant increases in 2010 – 2011. Falling prices, brand competition, market diffusion, and intense promotion, as well as the federal tobacco tax increase in 2009, seem to contribute to the rapid rise of e-cigarettes.

Learning Areas:

Biostatistics, economics
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy
Public health or related research

Learning Objectives:
Describe the rapid increase in the sales of electronic cigarettes in the U.S. markets; Analyze the factors that contributed to the diffusion and penetration of electronic cigarettes.

Keyword(s): Tobacco, Tobacco Industry

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am principal investigator or co-investigator of multiple federally funded grants focusing on tobacco control policies and new and emerging tobacco products. Among my scientific interests has been new and emerging tobacco products, electronic cigarettes in particular.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.