NJOY Takes Top Spot in U.S. Retail Vaping Sales: IRI

NJOY, the Scottsdale, Ariz.-based e-cigarette and vaping company, has taken the top spot for U.S. retail vaping sales, according to market research firm IRI.

NJOY's vaping product line posted a 64.8 percent increase in the four-week period ended Oct. 5, according to IRI's Multi-Outlet data measurement, and now comprises 23.7 percent of revenue in the category.

NJOY's vaping portfolio 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.

The company 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 SVP 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.”

IRI's Multi-Outlet data contains sales figures within food, drug, mass merchandise and convenience store trade classes.

NJOY is currently available in stores nationwide and is also sold in the UK, France, Spain and Germany.