Research & Analysis

September 21, 2020

The JUUL System is an electronic nicotine delivery system (ENDS) designed to provide an experience that is competitive with a combustible cigarette in order to facilitate an adult smoker’s transition away from combustible cigarettes. 

To better understand patterns of tobacco product use among adult smokers in the real world, Juul Labs has developed an extensive behavioral research program that includes measurements of complete switching from combustible cigarettes to the JUUL System among adult smokers. Within our behavioral research program, data on over 100,000 survey participants has been collected and analyzed.

Two parallel longitudinal studies of adult smokers have been assessing complete switching from combustible cigarettes to the JUUL System among adult participants who purchased the product. These studies demonstrate that more than 50% of adult smokers who purchased the JUUL System reported complete switching at a 12-month follow-up assessment. Complete switching was defined as no cigarette smoking in the past 30 days — not even a puff. 

The proportion of respondents that reported complete switching at 12 months was 51.2% in one study, consisting of 11,919 adult participants, and 58.6% for the second study, consisting of 8,511 adult participants. Participants were all adult smokers who, at the start of the study, reported smoking in the past 30 days, smoking 100 or more cigarettes in their lifetime, and smoked “some days” or “every day”. Participants were recruited into the studies after purchasing a JUUL System Starter Kit in 2018, and completed recurring online surveys over the course of 12 months.

These results are incredibly encouraging, and support existing published data that suggests that use of the JUUL System among adult smokers is associated with switching away from cigarettes.

The study, entitled “Switching Among Adult Smokers who Purchased the JUUL System: 12-Month Follow-Up Results from Two Large Longitudinal Studies”, was presented by Juul Labs this week at the 3rd Scientific Summit on Tobacco Harm Reduction, which was held virtually. 

Juul Labs is fully committed to the Premarket Tobacco Product Application (PMTA) process in the United States, and to that end has built a robust scientific research program to help assess the harm-reduction potential of JUUL products, including their impact on the individual user, their ability to move adult smokers away from combustible cigarettes, and the net-population impact on public health. The Company is 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 communities as it works to support the scientific basis for the category, as well as future regulatory filings.