E-cigarette market share by nicotine claims.

Background: Nicotine forms (salt vs. freebase) and isomers (synthetic vs. tobacco-derived) are key characteristics of e-cigarettes that manufacturers manipulate, and "tobacco-free" claims may have served to attract new consumers and increase their intention to use. Method: This study presents a snapshot of nicotine marketing claims for e-cigarettes using Nielsen ScanTrack data from brick-and-mortar stores. Market share was calculated as the ratio of unit sales of each nicotine claim category to the total unit sales of e-cigarettes during the four weeks ending 1-20-2024. Results: We summarized the market share for the following six nicotine form/isomer category: 1) nicotine (77%), 2) nicotine salt (10%), 3) synthetic nicotine (2%), 4) zero tobacco or tobacco-free (2%), 5) zero nicotine or nicotine-free (0.03%), and 6) no claim or CBD/hemp/cannabis (9%). Conclusion: The market share of products that explicitly carried nicotine salt claims (10%) or synthetic nicotine or tobacco-free claims (2% each) was notable. This study informs regulatory authorities on the recent trend of nicotine claims marketed by the e-cigarette industry, which may be contributing to the use of these products or addiction to nicotine among young people and non-users.