A new study from Juul Labs published in the journal Nicotine & Tobacco Research found that found that while rates of complete switching from cigarettes to JUUL products among adult smokers who purchase JUUL products in the United Kingdom are encouraging, they are lower than switch rates among similar smokers in the United States and Canada, where higher nicotine concentration products are available.
The longitudinal study found that after accounting for key factors such as demographics and smoking history, rates of switching away from combustible cigarettes among adult smokers in the United States and Canada, where JUUL products are available in 59 mg/mL, were higher than in the United Kingdom, where the highest concentration available is 18 mg/mL. Researchers posited that heavier and more dependent smokers in particular may require the greater nicotine delivery of the higher nicotine concentration JUULpods (59 mg/mL) in order to successfully transition away from cigarettes.
Providing a satisfying nicotine effect and experience compared to combustible cigarettes is critical to facilitate an adult smoker’s transition from cigarettes to a potentially less harmful alternative nicotine-delivery product. Under the Tobacco Products Directive (TPD) regulatory framework in the European Union, the current maximum allowable concentration of nicotine in e-cigarettes is 20 mg/mL. Existing research suggests that these nicotine limits on e-cigarettes may reduce the ability of such products to switch adult smokers off of combustible cigarettes in the EU.
Notably, in both the US/Canada and the United Kingdom, more than 82% of participants reported using the highest JUUL nicotine concentration available (18 mg/mL in the United Kingdom and 59 mg/mL in the US/Canada).
The results from this study suggest that the availability of JUUL products (and other e-cigarettes) in a variety of nicotine concentrations — some greater than 20 mg/mL — may be associated with increased switching among adult smokers.
“When considering laws and regulations governing nicotine concentration in ENDS, policymakers should bear in mind that the availability of a variety of alternative nicotine products may facilitate even more smokers transitioning away from cigarettes,” said Mark Rubinstein, Vice President of Global Scientific Affairs at Juul Labs.
The study, entitled “Differences in Switching Away from Smoking among Adult Smokers using JUUL Products in Regions with Different Maximum Nicotine Concentrations: North America and the United Kingdom” was published in the journal Nicotine & Tobacco Research.
Juul Labs is conducting studies that span nonclinical, clinical, behavioral, and population health areas of investigation with the goal of better understanding the harm-reduction potential of the JUUL System, including their impact on the individual user, their ability to transition adult smokers away from combustible cigarettes, and the net-population impact on public health. We are committed to working cooperatively with regulators, public health officials, and other stakeholders to preserve the historic opportunity to transition adult smokers away from combustible cigarettes, while combating underage use.
Juul Labs will continue to share results from its science and research program transparently with the public health community as it works to support the scientific basis for the category.
About the Study
A total of 10,082 adult established smokers in the United Kingdom, the United States and Canada who newly purchased JUUL products were recruited into a longitudinal study (UK: N=1,247; US/Canada: N=8,835). Complete switching (defined as no smoking, not even a puff, for more than 30 days) was assessed 1, 3, and 6 months after purchase. Propensity score matching and logistic regression compared switching after adjusting for baseline characteristics.
In both the United States/Canada and the United Kingdom, ≥82% of participants reported using the highest JUUL nicotine concentration available in that region. Rates were significantly higher in the United States/Canada (compared to the United Kingdom) at 3 and 6 months. After adjusting for factors such as demographics and smoking history, rates were significantly higher in the United States and Canada (compared to the United Kingdom) at 3 months and 6 months.
About Juul Labs
Juul Labs’ mission is to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products. We believe that vapor products can offer adult smokers an alternative to combustible cigarettes and, in so doing, reduce the harm associated with tobacco. Nicotine is addictive and can potentially be harmful. It would be best if no one used any nicotine product. Anyone who smokes should quit. Adult smokers who have not successfully quit should completely switch to potentially less harmful alternative nicotine products. Juul Labs does not want any non-nicotine users, especially those underage, to try our products, as they exist only to transition adult smokers away from combustible cigarettes. JUUL products are not intended to be used for smoking cessation or other therapeutic purposes.
For scientists, members of the public health community, regulators and policymakers looking to learn more about Juul Labs’ scientific research, please visit www.juullabsscience.com.